Buy-ology, Martin Lindstrom

Every day, every one of us is bombarded with dozens if not hundreds of messages from marketers and advertisers. Which of these messages make it into our consciousness and affects our buying behaviour and which lands up in our brains wastebasket?

Using the techniques of neuro-marketing, Lindstrom provides some keen insights into why we are drawn to a particular brand of clothing, a certain make of car, a particular shampoo or chocolate bar. He does this by looking at how our brains respond to the stimuli that the product packaging, brand or display produces. Most of his findings were discovered through a FMRI (functional magnetic resonance scanner) where the brain activity caused by a specific stimulus can be pin-pointed. He used an STT – the advanced version of the electroencephalograph.

Does placing a product such as a coke or an expensive watch in a movie really work – (a qualified no.) How powerful are brand logos? (Fragrance and sound are more powerful than any logo alone.) Does subliminal advertising still take place? (Yes, and it probably influenced what you bought at the supermarket on Saturday.) What effect do health warnings have? (None or even the opposite effect!) Does sex in advertising work? (Not really.) 

Here is a fascinating book with a fresh perspective based on brain physiology not “social research”. This is information that you should have whether you are a shopper or a shopkeeper, in sales or in marketing.

The Flipside, Adam Jackson

About once a year I like to review an inspirational book, something that gives us a good reason to be optimistic and preferably some good techniques to sustain this effect. The Flipside does all that rather well.

Here are some of the topics the book deals with remarkably well

Why the lowest points in our lives shape our future happiness and success; why bad things are not always bad and why change is a challenge to make things better; Why trauma is not always destructive and can often lead to profound and positive changes; Why there is a reason for optimism when faced with any problem, setback or adversity.

That all sounds “nice”, but the value of the book lies in the acknowledgement that not everyone that has a problem finds an opportunity. The bulk of the book explores the specific strategies that people have used to find the flipside of adversity. The answers will surprise you.

Don’t miss this one! Now more than ever, when as leaders we have to be “dealers in hope” (to quote Napoeleon).  

Buy-ology, Martin Lindstrom

Every day, every one of us is bombarded with dozens if not hundreds of messages from marketers and advertisers. Which of these messages make it into our consciousness and affects our buying behaviour and which lands up in our brains wastebasket?

Using the techniques of neuro-marketing, Lindstrom provides some keen insights into why we are drawn to a particular brand of clothing, a certain make of car, a particular shampoo or chocolate bar. He does this by looking at how our brains respond to the stimuli that the product packaging, brand or display produces. Most of his findings were discovered through a FMRI (functional magnetic resonance scanner) where the brain activity caused by a specific stimulus can be pin-pointed. He used an STT – the advanced version of the electroencephalograph.

Does placing a product such as a coke or an expensive watch in a movie really work – (a qualified no.) How powerful are brand logos? (Fragrance and sound are more powerful than any logo alone.) Does subliminal advertising still take place? (Yes, and it probably influenced what you bought at the supermarket on Saturday.) What effect do health warnings have? (None or even the opposite effect!) Does sex in advertising work? (Not really.) 

Here is a fascinating book with a fresh perspective based on brain physiology not “social research”. This is information that you should have whether you are a shopper or a shopkeeper, in sales or in marketing.

The Flipside, Adam Jackson

About once a year I like to review an inspirational book, something that gives us a good reason to be optimistic and preferably some good techniques to sustain this effect. The Flipside does all that rather well.

Here are some of the topics the book deals with remarkably well

Why the lowest points in our lives shape our future happiness and success; why bad things are not always bad and why change is a challenge to make things better; Why trauma is not always destructive and can often lead to profound and positive changes; Why there is a reason for optimism when faced with any problem, setback or adversity.

That all sounds “nice”, but the value of the book lies in the acknowledgement that not everyone that has a problem finds an opportunity. The bulk of the book explores the specific strategies that people have used to find the flipside of adversity. The answers will surprise you.

Don’t miss this one! Now more than ever, when as leaders we have to be “dealers in hope” (to quote Napoeleon).