Once you understand how the brain functions, as a marketer, you can better influence your target consumer
How can market researchers draw meaningful conclusions about a product or ad campaign when many consumers are unwilling or unable to share their honest opinions? Branding expert Martin Lindstrom thinks he’s found a way to solve this advertising dilemma with a revolutionary “neuroimaging” technique that taps directly into unfettered brainwaves. The best-selling author spoke recently with Brand Connections’ CEO & Founder Brian F Martin about every marketer’s dream – consumers’ innermost thoughts – and shared the science behind his latest book, Buyology – Truth and Lies About Why We Buy.
With published works already translated into more than 25 languages and recognition from The Wall Street Journal for penning one of the top five marketing books of all time, it’s safe to say Lindstrom is a seriously-decorated student of marketing to the mind. Just 38-years-old, he has been involved in the agency business for over a quarter-century – stretching back to childhood days of backyard Legoland buildings; and the subsequent trademark infringement warnings. His pre-teen plastic brick creations were a little too attention grabbing, according Lego’s legal team, but faced with the choice of renaming his own personal Legoland or closing up shop, Lindstrom tacked in a typically different direction. “I opened up my own little advertising agency when I was 12 years of age, and guess who was my first client was – Lego. It’s been a client of mine ever since.”
