Tell me the answers to these questions.
Does sex or controversy push product sales?
Do we want to purchase products to stand out or copy people?
Do we like to purchase products to make us look younger or remind us of our childhood?
Does advice from professionals or superstition boost sales?
Do sexy models ads appeal more to same sex or to the opposite sex?
If you want to know the answers to these question, then having Martin Lindstrom’s ‘Buy.ology’ to your book collection would be a worth while addition.
A book that claims to condense an exaggerated elephantine cost of $7,000,000 dollars (yes folks, seven million just to put it down into words, thankfully sponsored by 8 companies that didn’t know what to do with their money) multiplied by a conglomerate of doctors, researchers and professors (including what was supposed to be an ethics committee – I guess just to be on the safe side) and with a generous time gap of three years, what do we get? A not-so-epic yet a shy 200 paged book with a nice shiny yellow cover and a few facts that really make you want to think and reflect.
In as much as I don’t ‘buy’ these ingredients which were used to cook-the-book, I will however give Martin the benefit of the doubt, that yes, a lot of thought has gone into this book.
Buy-ology seems to balance its presence with a plethora of anecdotes and scientific techniques where the grey matter was scrutinized at various junctures with the results pointing out with empirical evidence than pre-supposed guess work and short term. And yes, the one term you will find overly used to reinforce its stand – neuromarketing.
Personally, I found the chapters where he confessed being the consultant for improving the bottom line of a egg company in Saudi Arabia, the devilish fear of sublime messages in advertisements and the James Bond strategy of making money in Casino Royale, why all supermarkets have a bakery inside their outlets – absolutely interesting so much so that this information itself was worth the cost for this really cool informative book. At times, I even stopped eating to think, why was I eating what I was eating. Was this also part of some conspiracy by some advertising company?
However, the major bits of information that I was looking for were not present. How does a consumer tackle such strategies? What about the impact of social media? And then the bigger question – where does all of it lead to – especially if all the companies replicating strategies without control?
My conclusion – This book juxtaposes facts, research and theory sandwiched into a readable format which leaves you wondering and wanting for more, yet leaves you gnawing on what you believe you thought was true and reflecting of what you assumed was false.
Overall, this is book worth having and reading and I rate it 8.5 out of 10.
loymachedo.com | loymachedo.tv