Book review: Buyology

Martin Lindstrom, Dane with Australia as his base, is one of the world’s most dynamic thinkers, speakers and writers about the art of marketing. I’ve heard one of Martin’s speeches and it is not something you forgot – ever. Martin believes most marketers are barking up the wrong tree.

Marketers thing visually. Most of the successful brands gain recognition through other means. In his lecture, Martin illustrated how a blindfolded person could recognize the Coca-Cola bottle just by touch or how Singapore Airlines sprays it’s plains with a scent that is both recognizable and comforting.

In his book Buyology Martin Lindstrom has put together that tries to identify how the brain reacts to various signals. What works or doesn’t work in marketing and how can we learn from the way the brain processes information. Why in the world do the terrifying pictures and messages on cigarette packages have the opposite effect and actually encourage smoking?

This is must reading for anyone interested in the art and science of positive persuasion whether you are in marketing, leading groups or trying to influence decision making. It is a good combination of research, specific examples and good storytelling.