Martin Lindstrom

Martin Lindstrom is the recipient of TIME magazine's 'World's 100 Most Influential People' and author of The New York Times and international best seller Buyology -Truth and Lies About Why We Buy, a New York Times and Wall Street Journal best seller. His highly anticipated new book is Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy.  Brandwashed is a shocking insider's look at how today's global giants conspire to obscure the truth and manipulate our minds, all in service of persuading us to buy.

Lindstrom is a trusted advisor to numerous Fortune 100 companies including McDonald's Corporation, PepsiCo, American Express, Microsoft Corporation, The Walt Disney Company and GlaxoSmithKline, amongst others.  Lindstrom has and continues to feature in The Wall Street Journal, Newsweek, TIME, The Economist, New York Times, BusinessWeek, The Washington Post, USA Today, Fast Company, Harvard Business Review, Chicago Tribune, The Independent, The Times, The Guardian, New York Post, and has appeared on NBC's TODAY, ABC News, CNN, CBS, Bloomberg, FOX, Discovery and BBC. His book, BRANDsense, was acclaimed by The Wall Street Journal as one of the five best marketing books ever published.

It all began one disastrous summer's day in when eleven-year-old Martin opened the doors to his own Legoland. He'd carefully designed the miniature village, planted it with bonsai trees, scooped out inch-wide canals and constructed numerous houses and ships out of Lego. Martin's Legoland was installed in his parents' back garden and its creator anticipated a throng of fascinated visitors. Not a single one showed up.

Conscious that something more than brilliant design was needed to attract visitors, Martin decided to advertise. He persuaded the local newspaper to run an ad - a simple act that was to reveal the power of marketing. The next week, 131 people streamed through the garden gate. Among their number were two lawyers from Lego, who informed Martin with great kindness and politeness that if he persisted in using the name 'Legoland' he'd be guilty of trademark infringement. Martin was intrigued by the idea that someone had control and ownership of the name of his favorite toy - and that it wasn't him. Fascinated by the concept of trademarking, and seduced by the evident power of advertising, Martin opened his own advertising agency a couple of months later, at the age of twelve.

After selling his agency, Lindstrom attended the Academy of Advertising before joining BBDO. He went on to form BBDO Interactive Europe. Three years later he founded BBDO Interactive Asia, both of which grew to become the largest Internet solution companies in their regions. By the age of 30, Lindstrom had been appointed global COO of British Telecom/Looksmart. Working out of London and Sydney, his main role was to establish a global operation with offices across 18 countries.

According to the Chartered Institute of Marketing, the rapid rise of Lindstrom's career has made him one of today's most respected branding gurus in the world. With a global audience of over a million people, Lindstrom spends 300 days on the road every year, sharing his pioneering methodologies through speaking engagements and consultancies.

Over the course of twenty years of hands-on marketing experience, Lindstrom has conceived a revolutionary set of principles that transform marketing strategies into positive business results. He rejects the old rules of the industry that conceptualized branding as an art form composed of vague commercials and awareness messages. Instead, his unique vision is scientific, process-based, and supported by global research studies. Lindstrom publishes his observations on branding in regular columns and in his 'Advertising Age' video reports. His brand-building shows which, was held in 49 cities across 29 countries, attract close to 800,000 people all over the world. He has been featured in Wall Street Journal, Newsweek, TIME, The Economist, New York Times, BusinessWeek, The Washington Post, USA TODAY, Fast Company, and more.

Martin Lindstrom has written five books, including works with industry icons such as Don Peppers, Martha Rogers, Paco Underhill, Patricia Seybold and Philip Kotler. His previous book, BRAND sense, was acclaimed by the 'Wall Street Journal' as one of the five best marketing books ever published. Like BRAND sense before it, Buyology, has been translated into over twenty-five languages.

Keynote Topics

Buyology: The Science Behind Consumer Spending

Based on the single largest neuromarketing study ever conducted, Buyology reveals that so much of what we have long believed about why we buy is wrong. Convinced that there is a gap between what we think influences our decisions and what actually does, Lindstrom set out on a three-year, $7 million study that employed the very latest cutting-edge brain scan technology and involved over 2,000 volunteers from around the world. Packed with entertaining 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 tour into the mind of today's consumer. It will captivate anyone who's been seduced - or turned off - by marketers relentless attempts to win our loyalty, our money and our minds. Lindstrom captivates audiences by sharing the research behind the results including that:

  • Sex doesn't sell - people in skimpy clothing and provocative poses don't persuade us to buy products
  • Despite government bans, subliminal advertising is everywhere - from bars, to highway billboards, to supermarket shelves
  • Color can be so iconic that the sight of the robin's egg blue of a certain well-known jewelry brand significantly raises women's heart rates
  • Companies shamelessly borrow from the world of religion and exploit rituals - like the ritual of drinking a Corona with a lime - to seduce our interest in a product
  • The "Cool" brands, like iPods, trigger our mating instincts

BRAND Sense: The Future of Branding

Right now, 83% of all commercial communication appeals only to one sense - our eyes. And yet, according to studies, 75% of our day-to-day emotions are influenced by what we smell, and there's a 65% chance of a mood change when exposed to a positive sound. Clearly our senses are important in influencing how we behave, which also influences how we spend, but most of the senses have been completely overlooked in the brand-building business. Author of the revolutionary best-selling book BRAND sense, branding guru Martin Lindstrom believes that if brands want to build and maintain loyalty, they must establish a strategy that appeals to all five senses, something that no serious brand-builder can ignore. In this presentation, Lindstrom shows you how to turn your brand from a two-sense product into a five-sense phenomenon using innovative branding tools to evaluate where your brand is on the sensory scale.

BRANDchild: Today's Global Kids and Their Relationships with Brands

BRANDchild - solves the riddle of kids' unique relationship with brands. Based on Martin Lindstrom's recent book (co-authored with Patricia B. Seybold), this concept has been hailed by executives at Disney, LEGO, Mattel, Nickelodeon, FoxKids and Coca-Cola as outstanding and groundbreaking. Lindstrom draws on data gathered from the largest study ever conducted on kids' relationship with brands, comparing children's behaviors across the United States, Europe, South America and Asia. Sharing his singular insights into both the minds of children and the necessary components of branding, Lindstrom will show you:

  • How to target the next generation of consumers
  • Why kids are becoming almost as important decision makers as their parents
  • The branding and marketing trends of tomorrow

Contextual Branding : When Brands Turn Intelligent!

Imagine this scenario: you're sweltering in temperatures around 92oF. You pass a store that happens to sell Coke. A text message appears on your cell phone: "Check out our special on Coca-Cola! Two for the price of one!" By the time you respond, a "heat wave" promotion will already be offering the special from the store you just passed. In this compelling keynote presentation, Martin Lindstrom imagines that scenarios like the above are going to change branding forever, that Contextual Branding - will be how smart companies brand - and survive - in the future. During this presentation, you'll identify:

  • The next generation of interactive marketing and media planning
  • How brands need to be flexible enough to change and adjust their existing structure in order to survive
  • Step-by-step instruction on how to establish a solid Contextual Branding - strategy

Ensure Growth Through Solid B2B Branding

Why do most companies think of business-to-business (B2B) branding as 'boring'? Why do businesses think of B2B as second-tier branding, something requiring cursory, dubious management? Companies are recognizing that their value lies beyond turnover, assets and new products, and that the strength of their brand is in the loyalty it generates. They're now dedicating energy to annual reports and press releases. But are annual reports and press releases the alpha and omega of brand exposure? Martin Lindstrom makes the case that B2B branding doesn?t have to be boring, and that a renewed emphasis on B2B branding can help companies succeed. During this presentation, you'll learn:

  • How to evaluate and optimize the value of your existing B2B brand
  • How to establish a world-class B2B branding strategy
  • The B2B Brand success criteria drawn from hundreds of hands-on B2B branding cases from across the world
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