Biography of Martin Lindstrom
Marketing advisor and bestselling author of Buy.Ology
New York Times' and Wall Street Journal best-selling author Martin Lindstrom, is one of the world’s most respected marketing gurus. He is an adviser to top executives at Fortune 100 companies and author of five best-selling books including his latest Buyology (Doubleday New York), translated into twenty-five languages.
It all began one disastrous summer's day in 1982 when eleven-year-old Martin opened the doors to his own Legoland. He’d carefully designed the miniature village, planted it with bonsai trees, scooped out inch-wide canals and constructed numerous houses and ships out of Lego. Martin's Legoland was installed in his parents' back garden and its creator anticipated a throng of fascinated visitors. Not a single one showed up.
Conscious that something more than brilliant design was needed to attract visitors, Martin decided to advertise. He persuaded the local newspaper to run an ad – a simple act that was to reveal the power of marketing. The next week, 131 people streamed through the garden gate. Among their number were two lawyers from Lego, who informed Martin with great kindness and politeness that if he persisted in using the name 'Legoland' he'd be guilty of trademark infringement. Martin was intrigued by the idea that someone had control and ownership of the name of his favorite toy – and that it wasn't him. Fascinated by the concept of trademarking, and seduced by the evident power of advertising, Martin opened his own advertising agency a couple of months later, at the age of twelve.
After selling his agency in 1988, Lindstrom attended the Academy of Advertising before joining BBDO. In 1994, he went on to form BBDO Interactive Europe. Three years later he founded BBDO Interactive Asia, both of which grew to become the largest Internet solution companies in their regions. By the age of 30, Lindstrom had been appointed global COO of British Telecom/Looksmart. Working out of London and Sydney, his main role was to establish a global operation with offices across 18 countries.
According to the Chartered Institute of Marketing, the rapid rise of Lindstrom's career has made him one of today's most respected branding gurus in the world. With a global audience of over a million people, Lindstrom spends 300 days on the road every year, sharing his pioneering methodologies through speaking engagements and consultancies. The CEO and Chairman of LINDSTROM company, and the Chairman of BUYOLOGY INC., Lindstrom advises the top executives of companies including LEGO Nokia, McDonald’s Corporation, Proctor & Gamble, Yellow Pages, Nestlé, American Express, Microsoft, The Walt Disney Company and GlaxoSmithKline.
Over the course of twenty years of hands-on marketing experience, Lindstrom has conceived a revolutionary set of principles that transform marketing strategies into positive business results. He rejects the old rules of the industry that conceptualized branding as an art form composed of vague commercials and awareness messages. Instead, his unique vision is scientific, process-based, and supported by global research studies. Lindstrom publishes his observations on branding in regular columns and in his 'Advertising Age' video reports. His brand-building shows which, during 2008, will be held in 49 cities across 29 countries, attract close to 800,000 people all over the world. He has been featured in Wall Street Journal, Newsweek, TIME, The Economist, New York Times, BusinessWeek, The Washington Post, USA TODAY, Fast Company, and more.
Martin Lindstrom has written five books, including works with industry icons such as Don Peppers, Martha Rogers, Paco Underhill, Patricia Seybold and Philip Kotler. His previous book, BRAND sense, published by Simon & Schuster New York, was acclaimed by the 'Wall Street Journal' as one of the five best marketing books ever published. Like BRAND sense before it, Buyology, published by Random House Doubleday New York, has been translated into over twenty-five languages.
- ROI Branding
- Contextual Branding
- Brand sense
- Brand blogging
- Financial Branding
- B2B Branding
- Country of origin as a statement branding
- Branding in Asia
Books of Martin Lindstrom
Title:BRAND senseSubtitle:Build Powerful Brands through Touch, Taste, Smell, Sight, and SoundAuthor:Martin LindstromPublisher:Free PressBook:Hardcover, 256 pagesISBN:978-07-432-6784-7
Martin Lindstrom's groundbreaking new book BRAND sense, with a foreword by one of the all-time masters of marketing, the distinguished Dr Philip Kotler, and endorsements from CEOs and Chairmans of companies ranging from McDonald's to Disney and Mattel, this book has already won several awards including Fast Company's prestigious Readers Choice Award.
From the first newsprint ads that appeared over 150 years ago, to the computer-generated, special-effects bonanzas that dominate our lives in the 21st century, brands have been built and emotions tapped into by using only two of our five senses. Sight and sound! Brand communication has reached a new frontier. In order to successfully conquer future horizons, brands will have to find ways of appealing to the three neglected senses.
It can be done! BRAND sense will tell you how.
Drawing heavily on the data of his extensive research, Lindstrom's discovered some remarkable facts. In his book he proves how the smell of a new car or the perfect sound of a closing car door is plays a major role in selecting what model car is purchased. Ironically, a new-car smell simply doesn't exist. What the consumer smells is an artificial odor that's been sprayed into the interior, creating a sense of quality. Now the generic "new car smell" is about to be branded along with the sound of a closing door - just like Singapore Airlines has patented the smell in their cabin. Likewise, the sound and feel of Kellogg's cornflakes crunching in our mouth has been created in sound labs.
BRAND sense offers to show you how to turn your brand from a two-sense product into a five-sense phenomenon. In a fail-proof six-step process it will help brands cross the all-important sensory frontier. There are innovative branding tools for evaluating where your brand is on the sensory scale. You can analyze your brand's future sensory potential, and then follow a clear pathway to build and optimize its sensory appeal. A complementary 1-year membership of Lindstrom's DualBook is included. Click here to learn more about the DualBook concept.
Title:Clicks, Bricks and BrandsSubtitle:TThe Marriage of Retailer E-TailerAuthor:Martin LindstromPublisher:Kogan PageBook:Paperback, 320 pagesISBN:978-07-494-3809-8
The world's most controversial marriage is currently taking place: The union between offline and online businesses. Will the two survive the marriage?
What direction will traditional retailing take over the next few years? And what roles are e-tailers facing, with low earnings, weak distribution and limited consumer support?
In this, his second groundbreaking book, Martin Lindstrom offers the reader a fascinating insight into the development of clicks-&-mortar businesses. With and intriguing mix of theory, case study, practical advice one of the worlds most respected branding gurus consolidates his web genius and international branding experience to bring retailers and dot.com companies a clear picture of how to make successful clicks-&-mortar marriages.
Lindstrom's exclusive case studies reveal how leading e-tailers, like drugstore.com and Toys "R" Us, initiated marriages with offline retailers and weathered the conversion to clicks-&-mortar businesses. Conversely, candid exposes about Nokia and Tesco illustrate how these major retailers wooed online e-tailers and made transition from exclusively offline operations to clicks-&-mortar partnerships.
Two of the world's most respected online and marketing gurus, Don Pepper and Martha Rogers, famed for their invention of the term 1-to-1TM marketing, have lent their support to Clicks, Bricks & Brands - a bible for every business-to-consumer company that aims to gain strong market share in the century of clicks-&-mortar business. A complementary 1-year membership of Lindstrom's DualBook is included.
Title:BuyologySubtitle:Truth and Lies About Why We BuyAuthor:Martin LindstromPublisher:Broadway BooksBook:Hardcover, 256 pagesISBN:978-03-855-2388-2
How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them?
In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among his finding:
Gruesome health warnings on cigarette packages not only fail to discourage smoking, they actually make smokers want to light up.
Despite government bans, subliminal advertising still surrounds us – from bars to highway billboards to supermarket shelves.
"Cool” brands, like iPods trigger our mating instincts.
Other senses – smell, touch, and sound - are so powerful, they physically arouse us when we see a product.
Sex doesn't sell. In many cases, people in skimpy clothing and suggestive poses not only fail to persuade us to buy products - they often turn us away
Companies routinetly copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars.
Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds. Includes a foreword by Paco Underhill.
References of Martin Lindstrom
Publications of Martin Lindstrom
Innovative Techniques: Online Dating for Brands
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