Martin Lindstrom > Quotes

“Sex doesn't sell anything other than itself”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“90 percent of all Gillette shavers are bought by women for the men in their lives”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“When we brand things, our brains perceive them as more special and valuable than they actually are.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“According to a study published in the Journal of Family Psychology, “In families with predictable routines, children had fewer respiratory illnesses and better overall health, and they performed better in elementary school.” The article added that rituals have a greater effect on emotional health, and that in families with strong rituals adolescents “reported a stronger sense of self, couples reported happier marriages and children had greater interaction with their grandparents.”6 A”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“No matter how insignificant it may first appear, everything in life tells a story. As”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“Unilever Hindistan’da yeni bir şampuan çıkarmaya hazırlandığı sırada, canı sıkılan muzır işçinin biri etiketin üzerine, nereden aklına estiyse, tutar X9 Faktörü içermektedir diye yazar. Bu son dakika ilavesi Unilever’in gözünden kaçar ve kısa sürede etiketinde bu ibareyi taşıyan milyonlarca şampuan şişesi mağazalara sevk edilir. Onca şampuanı toplamak çok pahalıya mal olacağından, Unilever işi oluruna bırakır. Altı ay kadar sonra mağazalardaki şampuan tükenince şirket “X9 Faktörü” ibaresinin yer almadığı yeni etiketler bastırır. Fakat çok geçmeden müşterilerden öfke dolu e-postalar yağmaya başlar. Müşterilerin hiçbirinin X9 Faktörü’nün ne olduğu konusunda bir fikri yoktur, ama Unilever’in bu özelliği kaldırmaya cüret etmesi onları kızdırmıştır. Aslında insanların çoğu şampuanın artık işe yaramadığını, saçlarının parlaklığını yitirdiğini iddia etmektedir ve bunun suçunu müstesna X9 Faktörü’nün çıkarılmasında bulmaktadır. Bu olay, bir marka ne kadar gizem ve entrika barındırırsa, bizlere o kadar çekici geldiğini gösteriyor.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“lone piece of small data is almost never meaningful enough to build a case or create a hypothesis, but blended with other insights and observations gathered from around the world, the data eventually comes together to create a solution that forms the foundation of a future brand or business. My”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“But to be honest, I didn’t share these ethical concerns.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“Desire is always linked to a story, and to a gap that needs to be filled: a yearning that intrudes, agitates and motivates human behavior both consciously and unconsciously.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“On one particularly hot summer afternoon, Rizzolatti and his team observed the strangest thing of all when one of Dr. Rizzolatti’s grad students returned to the lab after lunch holding an ice cream cone, and noticed that the macaque was staring at him, almost longingly. And as the grad student raised the cone to his mouth and took a tentative lick, the electronic monitor hooked up to the macaque’s premotor region fired—bripp, bripp, bripp. The monkey hadn’t done a thing. It hadn’t moved its arm or taken a lick of ice cream; it wasn’t even holding anything at all. But simply by observing the student bringing the ice cream cone to his mouth, the monkey’s brain had mentally imitated the very same gesture.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“As James U. McNeal, a professor of marketing at Texas A&M University, puts it, “75 percent of spontaneous food purchases can be traced to a nagging child. And one out of two mothers will buy a food simply because her child requests it. To trigger desire in a child is to trigger desire in the whole family.”
― Martin Lindstrom, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy

“the tacit tradition of making small talk with your neighbors springs from the desire to establish commonality, even if you’re talking about something as generic as the weather, or how the local sports team did last night. Small talk also has the secondary effect of defusing conflict or even resentment.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“In some instances, I’ve found that executives don’t even use their own products.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“In a surprising 2008 study, researchers at the University of Bath, UK, found that the fear of failure drives consumers far more than the promise of success; the latter oddly tends to paralyze us, while the former spurs us on (and pries open our wallets). In fact, as the study found, the most powerful persuader of all was giving consumers a glimpse of some future “feared self.”24”
― Martin Lindstrom, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy

“According to the New York Times, last year as one of Google’s new cars approached a crosswalk, it did as it was supposed to and came to a complete stop. The pedestrian in front crossed the street safely, at which point the Google car was rammed from behind by a second non-Google automobile. Later, another self-driving Google car found that it wasn’t able to advance through a four-way stop, as its sensors were calibrated to wait for other drivers to make a complete stop, as opposed to inching continuously forward, which most did. Noted the Times, “Researchers in the fledgling field of autonomous vehicles say that one of the biggest challenges facing automated cars is blending them into a world in which humans don’t behave by the book.”15”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“Other studies have shown that when people make a subconscious judgment about a person, environment, or product within ninety seconds, between 62 and 90 percent of that assessment is based on color alone.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“Visit any comedy club, or watch Bridesmaids, Curb Your Enthusiasm, The Simpsons, South Park, Family Guy or Louis CK’s routines on YouTube, and you’ll realize that Americans pay comedians millions of dollars to talk about things most of them have felt, or thought, but never said in public. In”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“BRICS nations—a widely used acronym referring to the developing countries of Brazil, Russia, India, China and South Africa—are often treated as indistinguishable, but nothing could be further from reality.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“Every successful brand stands for something more than itself, and that thing is emotional. A great brand promises hope, the contagion of coolness, or desirability, or love, or romance, or acceptance, or luxury, or youth, or sophistication, or high-quality technology.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“When people cry, it creates a “bookmark” in their brains—it is a moment, or experience, they are unlikely to forget.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“Westerners who’ve never traveled abroad don’t realize the extent to which American movies and actors, and Hollywood imagery, dominate overseas cinemas and markets.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“As you might imagine, our brains are adept at filtering out irrelevant information. Emotion gets out attention through our senses-which then influence out decision-making processes. Brands that create an emotional connection to consumers are much stronger than those that don't- it's as simple (and complicated) as that.”
― Martin Lindstrom, Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound

“All the positive associations the subjects had with Coca-Cola—its history, logo, color, design, and fragrance; their own childhood memories of Coke, Coke’s TV and print ads over the years, the sheer, inarguable, inexorable, ineluctable, emotional Coke-ness of the brand—beat back their rational, natural preference for the taste of Pepsi. Why? Because emotions are the way in which our brains encode things of value, and a brand that engages us emotionally—think Apple, Harley-Davidson, and L’Oréal, just for starters—will win every single time.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“Most remember Hitchcock as a skilled storyteller, but what few know is that the director shot his movies using two separate scripts. The first, known as “the Blue Script,” was entirely functional. In it were all the tangible onscreen components, including dialogue, props, camera angles and set descriptions. The second script, which Hitchcock referred to as “the Green Script,” chronicled in fine detail the emotional arc, or “beats,” of the film he was shooting. Hitchcock relied on both scripts, but the Green Script reminded him how he wanted moviegoers to feel, and at what point,”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“On a larger cultural level, where we live also determines our timeliness. For example, in Australia, you can be assured that your guests will show up thirty minutes late, often with friends in tow that they haven’t told you about. In Switzerland, guests are always on time, and if they plan on being five minutes late, they will let you know. Japanese guests will show up a half hour before they are supposed to, and in Israel, they will be forty-five minutes late. Our”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“Tüketici ürünlerinde tüm yeni markaların yüzde 52'si ve bireysel ürünlerde yüzde 75'i tutunamıyor.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy

“In general, we hang things—paintings, posters, mirrors—at the height where we best appreciate them. A painting is always slightly higher than the direct approach. We hang mirrors in such a way that we take in our faces, hair, neck and shoulders.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“most of us are rarely inside the present moment. We spend a disproportionate amount of time plotting the future or revisiting past events. But when we swim, or shower, or take a bath, we have little choice but to position ourselves in the present, giving our thoughts room to float and wander”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“When you surrender to apprehension, or worry, or nerves, you effectively place a filter over your senses and are no longer able to see what’s right in front of you.”
― Martin Lindstrom, Small Data: The Tiny Clues That Uncover Huge Trends

“Or what about attention deficit disorder, and the litany of negative, even catastrophic associations it carries? Fifteen years ago, it barely existed, but today it's being diagnosed left, right, and sideways. I'm not suggesting that some kids don't have it, or can't benefit from treatment, but ADD (and the fear of our children being diagnosed with it) has saturated our culture like a virus. And the result, of course, is millions of parents buying their children drugs. A parent's internal monologue may go something like this:

If my child doesn't take Ritalin, or Adderal or Concerta, he won't be able to concentrate in school. He'll fall behind. His grades will suffer. He'll be marginalized by his peers. He'll begin hanging out with other low-performing kids. He won't get into college. He'll drift from job to job. He may even end up in jail. All because I didn't address his ADD when he was in kindergarten.

Fear, in my experience, spreads faster than anything else - and the ads for those drugs have done a very nice job scaring the pants off us.”
― Martin Lindstrom, Buyology: Truth and Lies About Why We Buy