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 the questions he explores:

Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves?
Can “Cool” brands, like iPods, trigger our mating instincts?
Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies 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.
In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results.
Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.)
Among the book's many fascinating factual highlights are the following:
That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma.
Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo.
Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes.
Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo.
Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results.

Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.)

Among the book's many fascinating factual highlights are the following:


That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma.


Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo.


Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes.


Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo.


Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
Er du blevet Brandwashed?

Hvis du nogensinde har givet efter for dit barns plageri om et bestemt mærke legetøj eller morgenmadsprodukt, købt en bog, fordi den var på bestsellerlisten, dånet over det sidste
nye teenageridol, sovet med din iPhone puttet hyggeligt mellem dig og din sovende ægtefælle, "kunnet lide" noget på Facebook, tilmeldt dig en kundekortsordning eller proppet en lille flaske hånddesinfektionsmiddel i tasken, før du gik hjemmefra, så er du blevet brandwashed.

Det ved det visionære marketinggeni Martin Lindstrom, fordi han i over tyve år har befundet sig i frontlinjen i alle de forskellige branding-krige. Og nu er han klar til at vende spotlightet mod sin egen branche og afsløre hele det spektrum af psykologiske fælder og tricks, som moderne marketing- og reklamefolk bruger til at sløre sandheden, manipulere med vores tanker og overtale os til at købe. På baggrund af alt det, Martin Lindstrom har set bag kulisserne og bestyrelseslokalernes lukkede døre i nogle af verdens største og mest rentable organisationer, og ud fra de omfangsrige og banebrydende undersøgelser, han har gennemført med henblik på denne bog, afslører han her nogle af marketingverdens bedst bevarede hemmeligheder.

BRANDWASHED er et must at læse for moderne velinformerede forbrugere, som gerne vil vide, hvordan vi kan beskytte os selv og begynde at kæmpe imod de globale giganter, der rotter sig sammen for at få fat i vores penge.

"... god og tankevækkende underholdning"
- Berlingske
Come uno Sherlock Holmes dei giorni nostri, Martin Lindstrom sfrutta il potere degli small data per andare alla ricerca delle prossime grandi innovazioni. Reclutato dai brand più famosi del mondo per indagare sulla loro clientela, Martin Lindstrom passa trecento serate l’anno in casa di estranei, osservando attentamente ogni dettaglio per scoprire cosa vogliono davvero i consumatori e qual è il segreto per creare un brand o un prodotto di successo. Lindstrom ci accompagna in un viaggio intorno al mondo che affascinerà i marketer più intraprendenti e chiunque voglia saperne di più sull’infinita varietà del comportamento umano. In questo libro scoprirete che... Una vecchia scarpa da ginnastica trovata in casa di un undicenne tedesco ha condotto alla straordinaria trasformazione di LEGO. Una calamita trovata su un frigorifero in Siberia ha innescato una rivoluzione nei supermercati americani. Un paio di cuffie antirumore usato a diecimila metri da terra ha portato alla creazione del nuovo jingle ufficiale di Pepsi. Il modo in cui fedeli e turisti entrano in una chiesa di Roma ha contribuito a rivitalizzare i parchi divertimento Disney. L’orsacchiotto di una bambina austriaca ha rivoluzionato un brand di abbigliamento con mille punti vendita in venti paesi. Un semplice braccialetto ha aiutato Jenny Craig a incrementare la fidelizzazione della clientela del 159% in meno di un anno. L’ergonomia del cruscotto di un’auto ha ispirato la riprogettazione dell’aspirapolvere Roomba. Partite con Lindstrom per questo viaggio e scoprirete come gli indizi più piccoli e insospettabili possano rivelare grandi verità sul comportamento dei consumatori e degli esseri umani.
OPTİMİST'in İş-Yönetim dizisinde yayımlanan Buy.ology'de ünlü pazarlama gurusu Martin Linstrom pazarlamacıların, ekonomistlerin, sosyal bilimcilerin ve tüketicilerin önünde yepyeni bir pencere açıyor. 

 

Buy.ology, tüketicilerin beyinlerini fMRI* cihazlarıyla tarayarak, hangi markayı neden tercih ettiklerini tespit etmeye yönelik en kapsamlı nöropazarlama çalışmasının sonuçlarını içeriyor. 2000 tüketici üzerinde gerçekleştirilen, üç yılda tamamlanan ve toplam yedi milyon dolara mal olan bu araştırma, insanların satın alma ve karar verme süreçlerine ışık tutuyor. 

 

15 dile çevrilerek kısa sürede bir fenomen haline gelen kitap, bu alanda bilinen en kapsamlı veritabanı olarak kabul ediliyor.

 

İster 20. yüzyılın marka büyüsüne köklü bir güvensizlik besliyor olun, isterseniz psikolojik stratejilerle müşterilerinizin beyinlerinin kapısını aralamaya çalışın, tüketici ve üretici davranışları hakkında son yılların bu büyüleyici içgörüler hazinesine kayıtsız kalamayacaksınız. 

 

Kurduğu BBDO Interactive sayesinde 27 yaşında Asya'nın en büyük web ajansının CEO'su olan Linstrom, aynı başarıyı BBDO Interactive Avrupa'yı kurarak tekrarladı. Adage'de her hafta düzenlediği video raporları, yazılarıyla 30 ülkede 4 milyondan fazla kişiye ulaşan, yılın 300 gününü yollarda geçiren Lindstrom, aynı zamanda pek çok şirketin de yönetim kurulu üyesi. Müşterileri arasında Disney, Mars, Pepsi, American Express, Mercedes-Benz, Reuters, McDonald's, Kellogg's, Yellow Pages ve Microsoft yer alıyor.

©2019 GoogleSite Terms of ServicePrivacyDevelopersArtistsAbout Google|Location: United StatesLanguage: English (United States)
By purchasing this item, you are transacting with Google Payments and agreeing to the Google Payments Terms of Service and Privacy Notice.