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Buyology: Truth and Lies About Why We Buy and the New Science of Desire
by Martin Lindstrom
by Martin Lindstrom
Buyology.
The beginning 3 chapters of this book are a long disclaimer and sale job for EMRI based marketing research that can safely be skipped.
The correlation between branding and religion is quite interesting, and so is the idea of "creating rituals"...
Magic happens when people don't think.
Cult of Personality.
10 common pillars:
1. Sense of Belonging
2. A Clear Vision
3. Power Over Enemies (AAPL: Microsoft, RED:The Film Industry)
4. Sensory Appeal
5. Story Telling
6. Grandeur
7. Evangelism
8. Symbols
9. Mystery
10. Rituals
Our senses are much more important than logos. Touch. Smell. Sound. Color. The senses, especially when used in combination are extremely powerful. The logo is secondary, because it's not emotional.
Love sells 50% of the time.
Sex only sells 25% of the time.
When people see sex, they think sex - not about the product, same goes for extreme celebrity or extreme beauty.
Reality TV dominates television networks because consumers like it - consumers like "ordinary" people like themselves. When we see people that look like models, we believe that people must be selling us lies. When we see regular people, we trust them, we think "he says what he believes".
The biggest trend in marketing is consumer generated commercials - which is like reality TV, but for commercials. We want to see real testimonies.
Sex in advertising is about wish fulfillment. Controversy sells far more than Sex - creating controversy is priceless.
Neurological-Marketing is a combination of FMRI (Functional) and EEGs - Neurological Imaging (Science) with Marketing (a 20th century invention). Marketing is a guessing name, relying on luck, chance, or repeating the same old game.
90% of consumer behavior is subconscious.
MindCode is an FMRI Neurological Marketing company.
High-End Luxury watches are often sold at a discount.
Higher price of a product increases our enjoyment of it.
Asking consumers why they buy something, they don't give you an accurate response.
Fear is an effective form of marketing, especially when based on our insecurities. Fear works.
Branding is just beginning.
Branding is like a religion.
Saki-Saba was a mackerel fish in Japan that was differentiated in 1988, it used to be a fish for the poor, but this created a 600% price increase in only one year.
Or think about a rock. If I put it in a box and give it to you as a present, you are disappointed, but if I say it was part of the Berlin Wall, you are excited. If I say it was a rock from the moon, you are overjoyed.
Humans have a predisposition to stories, and to brands.
The beginning 3 chapters of this book are a long disclaimer and sale job for EMRI based marketing research that can safely be skipped.
The correlation between branding and religion is quite interesting, and so is the idea of "creating rituals"...
Magic happens when people don't think.
Cult of Personality.
10 common pillars:
1. Sense of Belonging
2. A Clear Vision
3. Power Over Enemies (AAPL: Microsoft, RED:The Film Industry)
4. Sensory Appeal
5. Story Telling
6. Grandeur
7. Evangelism
8. Symbols
9. Mystery
10. Rituals
Our senses are much more important than logos. Touch. Smell. Sound. Color. The senses, especially when used in combination are extremely powerful. The logo is secondary, because it's not emotional.
Love sells 50% of the time.
Sex only sells 25% of the time.
When people see sex, they think sex - not about the product, same goes for extreme celebrity or extreme beauty.
Reality TV dominates television networks because consumers like it - consumers like "ordinary" people like themselves. When we see people that look like models, we believe that people must be selling us lies. When we see regular people, we trust them, we think "he says what he believes".
The biggest trend in marketing is consumer generated commercials - which is like reality TV, but for commercials. We want to see real testimonies.
Sex in advertising is about wish fulfillment. Controversy sells far more than Sex - creating controversy is priceless.
Neurological-Marketing is a combination of FMRI (Functional) and EEGs - Neurological Imaging (Science) with Marketing (a 20th century invention). Marketing is a guessing name, relying on luck, chance, or repeating the same old game.
90% of consumer behavior is subconscious.
MindCode is an FMRI Neurological Marketing company.
High-End Luxury watches are often sold at a discount.
Higher price of a product increases our enjoyment of it.
Asking consumers why they buy something, they don't give you an accurate response.
Fear is an effective form of marketing, especially when based on our insecurities. Fear works.
Branding is just beginning.
Branding is like a religion.
Saki-Saba was a mackerel fish in Japan that was differentiated in 1988, it used to be a fish for the poor, but this created a 600% price increase in only one year.
Or think about a rock. If I put it in a box and give it to you as a present, you are disappointed, but if I say it was part of the Berlin Wall, you are excited. If I say it was a rock from the moon, you are overjoyed.
Humans have a predisposition to stories, and to brands.
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