I found this book to be very intriguing. It really peals back some of the mystery behind branding and the core of marketing techniques and methods. It gives excellent examples of the level of depth and extent to which companies will go to make us aware of their brands. It covers some shocking facts and figures of how profoundly today's society has been affected by brand marketing. One of my favorite points was the idea of brand recognition success by judging if an item passes the "smashable" test. If the product is broken into hundred parts would you still be a recognized it? (i.e. a Coke bottle or an iPod).
I would highly recommend this book for anyone looking to further their knowledge of the science/art of marketing and branding.
Martin Lindstrom presents the research findings related to the neuroscience of marketing. He sheds light on what consumers do and why - which is often different from what they think they are doing and why. I would like to have Lindstrom speak at least some to the marketing of products which are harmful to the public. Will marketers ultimately be able to sell anything to anyone at anytime or is their a limit to what individuals will do in response to marketing? Are there ethical implications to what is being learned from neurscience and marketing? The issues are troublesome and Lindstrom is in a unique spot to inform us about the issue.
Using the most advanced technical brain analyzing tools we find that we remember advertising and we remember getting burned on a hot stove. (wow!)
This author goes into extreme detail about branding (to the point where I believe he's a shill for Coke) only to tell us what we already know. We make decisions quickly sometimes unconsciously based on affiliations. We like German cars because Germans are good engineers. Ditto Japan. Except when we don't. Sex sells until it doesn't. Smells remind us of the past and makes us buy. Sometimes. Round and round. Nothing new here.