Martin Lindstrom Knihy

Marketingový vizionář Martin Lindstrom, který se více než dvacet let pohybuje v předních liniích produktových značek, ve své nejnovější knize zaměřuje pozornost na psychologické triky a pasti, které korporace využívají k manipulaci spotřebitelů. Cílem je otevřít nám oči vůči způsobům, jakými jsme klamáni, abychom mohli činit informovanější rozhodnutí o svých nákupech. Na základě důkladné znalosti prostředí největších firem a marketingových praktik Lindstrom odhaluje tajemství marketingového světa. Uvádí, jak marketéři cílí na děti již od raného věku, jak rozdmýchávají paniku a využívají naše obavy z nemocí a kontaminace. Dále popisuje, jak ovlivňují naše nákupní zvyklosti prostřednictvím nostalgie, tlaku okolí, vlivu celebrit a touhy po zdraví a štěstí, čímž upevňují naši oddanost značkám. Kniha také odhaluje, jak výrobci kosmetiky upravují složení produktů, aby působily návykově, a jak firmy tajně shromažďují naše digitální data k cílení reklam na míru našim psychologickým profilům. Lindstrom zkoumá i vliv reklam na mozkovou činnost mužů a přináší výsledky experimentu o síle marketingu využívajícího osobních doporučení. Kniha vychází s předmluvou Morgana Spurlocka, režiséra filmů Super Size Me a Greatest Movie Ever Sold.

Je klasická reklama pasé? Martin Lindstorm tvrdí v této knize, že tomu tak skutečně je. Opírá se o výsledky výzkumu, který provedl s týmem neurologů, dvěma tisíci dobrovolníků a sedmi miliony dolarů. Tak zvaný neuromarketing, kolem kterého se celá Nákupologie točí, boří oblíbené reklamní postupy a marketingové přesvědčení , tradované z generace na generaci.

This interactive business book on the marriage of e-tail and retail is updated weekly on its own Web site. Lindstrom gives fascinating insight into the development of clicks and mortar businesses such as Nike, Proctor and Gamble, Lego, Playstation, and Toys "R" Us.

* A unique exploration of children's relationships with consumer brands

Foreword by Morgan Spurlock. From the bestselling author of Buyology comes a shocking insider’s look at how global giants manipulate our minds to persuade us to buy. Marketing visionary Martin Lindstrom, with over twenty years of experience in branding, exposes the psychological tricks companies use to win our hard-earned dollars. Building on Vance Packard's classic, The Hidden Persuaders, Lindstrom reveals alarming insights, including how advertisers target children from the womb and the surprising thoughts heterosexual men have when exposed to sexually provocative ads. He highlights how marketers exploit public fears surrounding global issues like contagions and extreme weather to drive sales. The book presents neuroscientific evidence of our addiction to smartphones, which can be harder to overcome than substance dependencies. It also uncovers how companies mine our digital footprints to tailor ads to our psychological profiles and how some brands intentionally create chemically addictive products. A three-month guerrilla marketing experiment sheds light on the most powerful hidden persuader of all. This searing expose introduces a new class of tricks and techniques, showcasing the insidious nature of 21st-century persuasion.

Marketing visionary Martin Lindström has been on the front lines of the branding wars for over 20 years. In 'Brandwashed' he turns the spotlight on his own industry, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned money.

In this groundbreaking exploration of sensory branding, Martin Lindstrom uncovers the strategies that distinguish the world's leading branding companies by integrating touch, taste, smell, sight, and sound for remarkable outcomes. Drawing from the largest study on how our senses influence brand creation, Lindstrom presents a six-step program designed to modernize brand building. Conducted by Millward Brown across multiple countries, the research highlights that a significant 75 percent of our emotions stem from scent, a key insight Lindstrom encourages brands to leverage. The book offers tools for assessing a brand's sensory impact and enhancing its consumer appeal. Lindstrom identifies the top twenty brands for the future based on sensory awareness, including Singapore Airlines, Apple, and Disney. Fascinating facts abound, such as the "new-car" smell being a factory-installed aerosol and Kellogg's patented sound and feel of cornflakes. Additionally, Singapore Airlines has a signature scent embedded in their service, while Starbucks' identity is more tied to its café design than its coffee. Recognized as the "World's Brand Futurist" by the BBC, Lindstrom, with two decades of experience as an advertising CEO and advisor to Fortune 500 companies, combines scientific evidence with insights from successful brands to demonstrate how to transform marketing strategies into tangible business results.

Hired by the world’s leading brands to find out what makes their customers tick, Martin Lindstrom spends three hundred nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world’s leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. Lindstrom connects the dots in this globe-trotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior. Small Data combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands, and along the way, reveals surprising and counterintuitive truths about what connects us all as humans.

WALL STREET JOURNAL Bestseller A humorous, yet practical five-step guide to ridding ourselvesand our companiesof commonplace, bureaucratic bottlenecks that plague every office around the world.