Description
This is a presentation explaining about the book review of buy-o-logy.
About Book
Click to edit Master subtitle style
2/5/13
? It is a bestselling book by Martin Lindstrom, in which he analyzes
what makes people buy and he attempts to identify the factors that influence buyers' decisions
?
This book is a result of the author’s three year neuromarketing study on 2,081 people to identify the effect of brands, logos, commercials, advertisements and products on them
?
through a study of the human psyche, Lindstrome explains the subconscious mind and its role in deciding what the buyer will buy
?
Lindstrom also debunks some myths about advertising and promotion
2/5/13
?
Using one of the largest neuromarketing studies, Lindstrom attempts to look past what we say and figure out why we do what we do and how our brain responds to all of the incoming stimuli
?
In each chapter, Lindstom shows how neuromarketing studies are used to really pinpoint motivations behind buyers
?
Other categories like subliminal messaging , superstitions, religion, sex, and how to use product placement most effectively are all discussed
?
Also, different marketing techniques employed over the years — both the winning, the losing and the surprising, are explained in the book
2/5/13
Reviews
"A page-turner“ –Newsweek " Lindstrom dishes up results, alongside a buffet of past research, with clear writing and deft reasoning." – Fast Company
“Lindstrom … has an encyclopedic knowledge of advertising history and an abundance of real-world business experience” -The Washington Post “Martin Lindstrom, the boy wonder of branding, tells that the future of shopping is all in the mind” -The Sunday Times (UK) “Shatters conventional wisdom” - CNBC
"...brings together a great many strands of research to build a fascinating case. The writing is snappy and the book’s a page turner" -BBC Focus Magazine “Lindstrom's research should be of interest to any company launching a new product or brand” -USA Today "Lindstrom...has an original, inquisitive mind...His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands, and products." -Time
2/5/13
Endorsements
"Martin Lindstrom is one of branding's most original thinkers“ -Robert A. Eckert, CEO & Chairman, Mattel
"A riveting read. Challenging, exciting, provocative, clever, and, even more importantly, useful!" -Andrew Robertson, CEO & President, BBDO Worldwide
2/5/13
About the author
Click to edit Master subtitle style
2/5/13
?
Author, Speaker, Advisor, and master Brand Builder, Martin Lindstrom has carved out an entirely unique niche as a global expert in the related fields of consumerism, marketing, brands, and of late, neuro-scientific research
?
Author of 6 major bestsellers: Brand Building On the Internet, Clicks, Bricks & Brands, BRANDchild, BRANDsense, Buyology – and just released Brandwashed
?
Lindstrom is recognized as one of the world's primary branding gurus, constantly reinventing - and breaking - rules of branding
?
Recipient of TIME Magazine's "World's 100 Most Influential People" in 2009
?
Lindstrom is a columnist for Fast Company, TIME Magazine and Harvard Business Review and frequently contributes 2/5/13 to NBC's Today show
OBJECTIVE OF THE BOOK
?
Sales data is the end result and does not explain the reasons behind the result
?
Traditional market research is far from perfect
?
Focus group discussions have a lot of loopholes
?
Use of FMRI and SST to discover new insights and burst the existing myths of advertising
?
The BOOK tries to dissect BUYOLOGY: subconscious thoughts, feelings and desires that drive the purchasing decisions we make each and every day of our life
2/5/13
Sequence of the book
?Chapter
? ?
1: A rush of blood to the head
The largest Neuromarketing study ever conducted It takes the reader on a journey of shopping discovery 2 : This must be the place
?Chapter
?
It discusses about effectiveness of0 product placement 3 : I’ll have what she’s having
?Chapter
?
It explains why a simple smile from a salesperson can compel us to spend more money and why we are hardwired to shop until we drop
2/5/13
§
Chapter 7 : Why did I choose you?
?
Elaborates on how companies plant instant shortcuts or brand bookmarks in our subconscious to help us decide what to buy and what not to buy
§ ?
Chapter 8 : This must be the place Lindstorm and his team of neuroscientists used FMRI technology to examine the influence our senses have on what we buy
§ ?
Chapter 9 : And the answer is… Elaborates on how Neuromarketing is better than Market research showing that what hundreds of test participants said they hated they really kind of loved
§ ?
Chapter 10 : Let’s spend the night together Shows whether sex in advertising succeeds in seducing our interest in products or whether it backfires
§
Chapter 11 : Conclusion
2/5/13
Chapter 1: A rush of blood to the head
?
What determines which information makes it into our consciousness, and what ends up in our brains’ industrial dump?
?
If marketers could uncover what is going on in our brains that makes us choose one brand over another—what information passes through our brain’s filter and what information doesn’t—well that would be key to truly building brands of the future
?
Neuromarketing, an intriguing marriage of marketing and science
?
Buyology—the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives
?
Buyology is the beginning of a radical and intriguing exploration of 2/5/13
The Largest Neuromarketing Study Ever Conducted
?
fMRI (functional Magnetic Resonance Imaging) scanner
?
fMRI measures the magnetic properties of hemoglobin, the components in red blood cells that carry oxygen around the body
?
A neuromarketing Study is conducted on smokers
?
Aim of the study was to find out the effect of Graphic Warning on Cigarette Packs
?
The participants for the study included 2,081 volunteers from America, England, Germany, Japan, and the Republic of China 2/5/13
Results of the Study
? Warning
labels on the sides, fronts, and backs of cigarette packs had no effect on suppressing the smokers’ cravings at all other words, all those gruesome photographs, government regulations, billions of dollars some 123 countries had invested in nonsmoking campaigns, all amounted, at the end of a day, to, well, a big waste of money
? In
2/5/13
CHPT. 2 – Product placement
? Strategic
placement of the product actually crowds out the memory of other products Idol
? American
Coca-Cola, Cingular Wireless and Ford sponsor the show for $ 26 million
? We
don’t have memories of brands that don’t play an integral part in the show product placement to work, it must make sense in the shows narrative
2/5/13
? For
CHPT.-4 SUBLIMINAL MESSAGING
? Subliminal ?
advertising exists and is more effective than overt advertising People associate masculinity, power, speed, innovation, coolness of Formula 1 with the cigarette brands which sponsor them E.g Marlboro and Camel are not as strong a reminder of the brand as they are thought to be
? Logos
2/5/13
CHPT.5 – Do You Believe in Magic ? Ritual, Superstition & Why We Buy
Ritual & Superstition – Belief that one can somehow manipulate the future by engaging in certain irrational behavior / set of activities we do More we The more we without any logic More long for a adopt Unpredictabl sense of superstitious e control behavior and Click to edit Master subtitle styleto help More Anxiety over our rituals The case of the “Blue Sweater of the Murderer” Study by Tel Aviv University during Iraq-Isreal More Festival of Science Lives through at the British War Uncertainty
BEFORE
BEFORE
2/5/13
FEW MORE EXAMPLES…
The Lucky Fountain
Chinese Lucky Number 8
Trikedadekaph
2/5/13
But what do they have to do with what we buy ? A product that has a ritual or superstition associated with it are more stickier than others that don’t Rituals help us differentiate one brand from another Eg.
Ritual of everyday using Android
Oreo introduces India to the "Twist, lick, dunk" ritual
2/5/13
The tradition of limiting the supply to only Apr-Sep due to lack of refrigerators..
Chpt.6-I Say A Little Prayer – Faith, Religion and Brands
Every religion has common pillars which are in great deal common with our most Beloved Brands and Products
SENSES Religions & Brands evoke certain association based on how they look, feel SYMBOLS Click to edit Master subtitle style MYSTRY STORYTELLING Every successful brand has story connected to it Successful companies have powerful LOGOS When it comes to Brands Mystery is as effective as in attracting our attention as in religion
GRANDAUR Many companies work to inspire feeling of awe or wonderment
2/5/13
RESEARCH CONDUCTED Research conducted on volinteers in which they were shown visuals of Coke, i-Pod, Pope & Rosery and the Fmri scan was observed It was seen that “their brains registered the exact same patterns of activity as when the religious symbols were shown”
To conclude “Our emotional engagements with powerful brands share the same strong parallel feelings with our feelings about religion
2/5/13
CHPT.7 – Why Did I Choose You ? Power of Somatic Markers
SOMATIC MARKERS are subconcious conversations that go on in our head every time we choose our products over others. These are shortcuts which our Brain has created to help us make BUYING DECISIONS Our Somatic Markers connect Germany with excellence engineering and many end up buying Audi Our somatic markers connect Japanese with cutting edge technology. So we buy Japanese products as we consider them technologically superior Andrex has used puppy as mascot to advertise how “long, strong & soft their papers are”. Our brands creates somatic markers as Puppies are linked with growing families, toilet training. So the brand had better recall than its competitors The case of a bank which was coloured Pink which earlier hated by everyone but eventually everyone began associating the pink colour with comfort and security of childhood piggy bank. & there was much hightened awarness of the Brand Because somatic markers are based on past experience of reward & fear, many advertisments are all too happy to take advantage the fear factor
2/5/13
CHPT.8 A sense of Wonder: Selling to our senses
? Traditionally
visual sense has been looked upon as the most powerful sense by marketers & advertisers sight isn’t as powerful as first assumed; Smell, sound, touch are more potent are more effective & memorable when coupled with other senses-like sound & smell Smell: image of fish-filet sandwich along with the slightest whiff of lemon
2/5/13
? But
? Logos
Ø
? An
Ø ?
Touch: Costumers like to touch the fabric before buying it(sensory test run) Bang & Olufsen remote controls are stuffed with a useless wad of aluminum to male customers believe they are holding something substantial, sturdy & worthy of the high price Men thought the bullet shape batteries designed by Duracell were more powerful than the traditional ones
?
?
Ø ?
Sound: Kelloggs designed a one-of-a-kind Crunch sound that connected customers with the Kellogg’s brand Intel ? ‘Pum Pum Pum Pum’ Classical music was used to deter vandalism, loitering and violent crime in Canadian parks, parking lots & subways In super-markets, 77% customers bought French wine when French 2/5/13
? ?
?
CHPT.9 Neuromarketing and Predicting the future
?
Most of the times the results of pen-paper surveys and SST(Steady State Typography which tracks brain waves in real time) are contradictory People mark answers which are ideal or others want to hear in pen-paper surveys But in SST, the brain gives the exact thoughts of the customer and hence are more accurate Hence, many companies (at least those who can afford it)will be trading their pencils for SS T surveys in future Traditional market research- questionnaires , surveys, focus groups will take a smaller role Neuromarketing will become the primary tool that companies will use to predict the success or failure
2/5/13
?
?
?
?
?
CHPT.10 – Sex in advertising
Ø
Chapter deals with reaction of audience to “sex” in advertising Concentrates on audience from U.S.A and Europe Covers a time span from early 20th century to present times “Sex” = “Attention” However, brand suffers on account of the “Vampire
2/5/13
Ø
Ø
Ø
Ø
The Future…
Ø
Marketers will come up with more “explicit”, “overt” and “in-your-face” advertisements with sexual content
Ø
Audiences will become “desensitized” to “Sex in Advertisement”
Ø
Marketers WILL THEN have to rely on “covert”, “subtle” “suggestions” of sex in their advertisements
2/5/13
Application in Indian Market
Ø
Even today, “SEX”, properly marketed, SELLS
Ø
“SEX” still generates “Controversy”
Ø
Indians have some way to go before becoming “desensitized” to “sex”
Ø
Thus, brace yourself for more “Sex in Advertisements”
2/5/13
CHPT.11 - Conclusion
Ø
Human beings cannot rationally explain all their decisions Marketers will increasingly focus on “Neurology” over “Conventional Market Research” to gain insights Better research and access to “neurology” will enable marketers to make advertisements into a science Audiences cannot stop this onslaught of advertisements
2/5/13
Ø
Ø
Ø
What we liked
? The
research done has been very extensive
? The
Book throws light on different aspects of a product other than the traditional dimension of marketing of other researches conducted have been beautifully integrated with the research and findings done by the author
2/5/13
? Findings
?
What also could have been done
? The
data of the research could be validated by an independent agency should have published an Indian edition giving examples related to India which would help relate to the book better number of pages could easily be reduced as the author sounds repetitive at many points
2/5/13
? They
? The
doc_390405341.pptx
This is a presentation explaining about the book review of buy-o-logy.
About Book
Click to edit Master subtitle style
2/5/13
? It is a bestselling book by Martin Lindstrom, in which he analyzes
what makes people buy and he attempts to identify the factors that influence buyers' decisions
?
This book is a result of the author’s three year neuromarketing study on 2,081 people to identify the effect of brands, logos, commercials, advertisements and products on them
?
through a study of the human psyche, Lindstrome explains the subconscious mind and its role in deciding what the buyer will buy
?
Lindstrom also debunks some myths about advertising and promotion
2/5/13
?
Using one of the largest neuromarketing studies, Lindstrom attempts to look past what we say and figure out why we do what we do and how our brain responds to all of the incoming stimuli
?
In each chapter, Lindstom shows how neuromarketing studies are used to really pinpoint motivations behind buyers
?
Other categories like subliminal messaging , superstitions, religion, sex, and how to use product placement most effectively are all discussed
?
Also, different marketing techniques employed over the years — both the winning, the losing and the surprising, are explained in the book
2/5/13
Reviews
"A page-turner“ –Newsweek " Lindstrom dishes up results, alongside a buffet of past research, with clear writing and deft reasoning." – Fast Company
“Lindstrom … has an encyclopedic knowledge of advertising history and an abundance of real-world business experience” -The Washington Post “Martin Lindstrom, the boy wonder of branding, tells that the future of shopping is all in the mind” -The Sunday Times (UK) “Shatters conventional wisdom” - CNBC
"...brings together a great many strands of research to build a fascinating case. The writing is snappy and the book’s a page turner" -BBC Focus Magazine “Lindstrom's research should be of interest to any company launching a new product or brand” -USA Today "Lindstrom...has an original, inquisitive mind...His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands, and products." -Time
2/5/13
Endorsements
"Martin Lindstrom is one of branding's most original thinkers“ -Robert A. Eckert, CEO & Chairman, Mattel
"A riveting read. Challenging, exciting, provocative, clever, and, even more importantly, useful!" -Andrew Robertson, CEO & President, BBDO Worldwide
2/5/13
About the author
Click to edit Master subtitle style
2/5/13
?
Author, Speaker, Advisor, and master Brand Builder, Martin Lindstrom has carved out an entirely unique niche as a global expert in the related fields of consumerism, marketing, brands, and of late, neuro-scientific research
?
Author of 6 major bestsellers: Brand Building On the Internet, Clicks, Bricks & Brands, BRANDchild, BRANDsense, Buyology – and just released Brandwashed
?
Lindstrom is recognized as one of the world's primary branding gurus, constantly reinventing - and breaking - rules of branding
?
Recipient of TIME Magazine's "World's 100 Most Influential People" in 2009
?
Lindstrom is a columnist for Fast Company, TIME Magazine and Harvard Business Review and frequently contributes 2/5/13 to NBC's Today show
OBJECTIVE OF THE BOOK
?
Sales data is the end result and does not explain the reasons behind the result
?
Traditional market research is far from perfect
?
Focus group discussions have a lot of loopholes
?
Use of FMRI and SST to discover new insights and burst the existing myths of advertising
?
The BOOK tries to dissect BUYOLOGY: subconscious thoughts, feelings and desires that drive the purchasing decisions we make each and every day of our life
2/5/13
Sequence of the book
?Chapter
? ?
1: A rush of blood to the head
The largest Neuromarketing study ever conducted It takes the reader on a journey of shopping discovery 2 : This must be the place
?Chapter
?
It discusses about effectiveness of0 product placement 3 : I’ll have what she’s having
?Chapter
?
It explains why a simple smile from a salesperson can compel us to spend more money and why we are hardwired to shop until we drop
2/5/13
§
Chapter 7 : Why did I choose you?
?
Elaborates on how companies plant instant shortcuts or brand bookmarks in our subconscious to help us decide what to buy and what not to buy
§ ?
Chapter 8 : This must be the place Lindstorm and his team of neuroscientists used FMRI technology to examine the influence our senses have on what we buy
§ ?
Chapter 9 : And the answer is… Elaborates on how Neuromarketing is better than Market research showing that what hundreds of test participants said they hated they really kind of loved
§ ?
Chapter 10 : Let’s spend the night together Shows whether sex in advertising succeeds in seducing our interest in products or whether it backfires
§
Chapter 11 : Conclusion
2/5/13
Chapter 1: A rush of blood to the head
?
What determines which information makes it into our consciousness, and what ends up in our brains’ industrial dump?
?
If marketers could uncover what is going on in our brains that makes us choose one brand over another—what information passes through our brain’s filter and what information doesn’t—well that would be key to truly building brands of the future
?
Neuromarketing, an intriguing marriage of marketing and science
?
Buyology—the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives
?
Buyology is the beginning of a radical and intriguing exploration of 2/5/13
The Largest Neuromarketing Study Ever Conducted
?
fMRI (functional Magnetic Resonance Imaging) scanner
?
fMRI measures the magnetic properties of hemoglobin, the components in red blood cells that carry oxygen around the body
?
A neuromarketing Study is conducted on smokers
?
Aim of the study was to find out the effect of Graphic Warning on Cigarette Packs
?
The participants for the study included 2,081 volunteers from America, England, Germany, Japan, and the Republic of China 2/5/13
Results of the Study
? Warning
labels on the sides, fronts, and backs of cigarette packs had no effect on suppressing the smokers’ cravings at all other words, all those gruesome photographs, government regulations, billions of dollars some 123 countries had invested in nonsmoking campaigns, all amounted, at the end of a day, to, well, a big waste of money
? In
2/5/13
CHPT. 2 – Product placement
? Strategic
placement of the product actually crowds out the memory of other products Idol
? American
Coca-Cola, Cingular Wireless and Ford sponsor the show for $ 26 million
? We
don’t have memories of brands that don’t play an integral part in the show product placement to work, it must make sense in the shows narrative
2/5/13
? For
CHPT.-4 SUBLIMINAL MESSAGING
? Subliminal ?
advertising exists and is more effective than overt advertising People associate masculinity, power, speed, innovation, coolness of Formula 1 with the cigarette brands which sponsor them E.g Marlboro and Camel are not as strong a reminder of the brand as they are thought to be
? Logos
2/5/13
CHPT.5 – Do You Believe in Magic ? Ritual, Superstition & Why We Buy
Ritual & Superstition – Belief that one can somehow manipulate the future by engaging in certain irrational behavior / set of activities we do More we The more we without any logic More long for a adopt Unpredictabl sense of superstitious e control behavior and Click to edit Master subtitle styleto help More Anxiety over our rituals The case of the “Blue Sweater of the Murderer” Study by Tel Aviv University during Iraq-Isreal More Festival of Science Lives through at the British War Uncertainty
BEFORE
BEFORE
2/5/13
FEW MORE EXAMPLES…
The Lucky Fountain
Chinese Lucky Number 8
Trikedadekaph
2/5/13
But what do they have to do with what we buy ? A product that has a ritual or superstition associated with it are more stickier than others that don’t Rituals help us differentiate one brand from another Eg.
Ritual of everyday using Android
Oreo introduces India to the "Twist, lick, dunk" ritual
2/5/13
The tradition of limiting the supply to only Apr-Sep due to lack of refrigerators..
Chpt.6-I Say A Little Prayer – Faith, Religion and Brands
Every religion has common pillars which are in great deal common with our most Beloved Brands and Products
SENSES Religions & Brands evoke certain association based on how they look, feel SYMBOLS Click to edit Master subtitle style MYSTRY STORYTELLING Every successful brand has story connected to it Successful companies have powerful LOGOS When it comes to Brands Mystery is as effective as in attracting our attention as in religion
GRANDAUR Many companies work to inspire feeling of awe or wonderment
2/5/13
RESEARCH CONDUCTED Research conducted on volinteers in which they were shown visuals of Coke, i-Pod, Pope & Rosery and the Fmri scan was observed It was seen that “their brains registered the exact same patterns of activity as when the religious symbols were shown”
To conclude “Our emotional engagements with powerful brands share the same strong parallel feelings with our feelings about religion
2/5/13
CHPT.7 – Why Did I Choose You ? Power of Somatic Markers
SOMATIC MARKERS are subconcious conversations that go on in our head every time we choose our products over others. These are shortcuts which our Brain has created to help us make BUYING DECISIONS Our Somatic Markers connect Germany with excellence engineering and many end up buying Audi Our somatic markers connect Japanese with cutting edge technology. So we buy Japanese products as we consider them technologically superior Andrex has used puppy as mascot to advertise how “long, strong & soft their papers are”. Our brands creates somatic markers as Puppies are linked with growing families, toilet training. So the brand had better recall than its competitors The case of a bank which was coloured Pink which earlier hated by everyone but eventually everyone began associating the pink colour with comfort and security of childhood piggy bank. & there was much hightened awarness of the Brand Because somatic markers are based on past experience of reward & fear, many advertisments are all too happy to take advantage the fear factor
2/5/13
CHPT.8 A sense of Wonder: Selling to our senses
? Traditionally
visual sense has been looked upon as the most powerful sense by marketers & advertisers sight isn’t as powerful as first assumed; Smell, sound, touch are more potent are more effective & memorable when coupled with other senses-like sound & smell Smell: image of fish-filet sandwich along with the slightest whiff of lemon
2/5/13
? But
? Logos
Ø
? An
Ø ?
Touch: Costumers like to touch the fabric before buying it(sensory test run) Bang & Olufsen remote controls are stuffed with a useless wad of aluminum to male customers believe they are holding something substantial, sturdy & worthy of the high price Men thought the bullet shape batteries designed by Duracell were more powerful than the traditional ones
?
?
Ø ?
Sound: Kelloggs designed a one-of-a-kind Crunch sound that connected customers with the Kellogg’s brand Intel ? ‘Pum Pum Pum Pum’ Classical music was used to deter vandalism, loitering and violent crime in Canadian parks, parking lots & subways In super-markets, 77% customers bought French wine when French 2/5/13
? ?
?
CHPT.9 Neuromarketing and Predicting the future
?
Most of the times the results of pen-paper surveys and SST(Steady State Typography which tracks brain waves in real time) are contradictory People mark answers which are ideal or others want to hear in pen-paper surveys But in SST, the brain gives the exact thoughts of the customer and hence are more accurate Hence, many companies (at least those who can afford it)will be trading their pencils for SS T surveys in future Traditional market research- questionnaires , surveys, focus groups will take a smaller role Neuromarketing will become the primary tool that companies will use to predict the success or failure
2/5/13
?
?
?
?
?
CHPT.10 – Sex in advertising
Ø
Chapter deals with reaction of audience to “sex” in advertising Concentrates on audience from U.S.A and Europe Covers a time span from early 20th century to present times “Sex” = “Attention” However, brand suffers on account of the “Vampire
2/5/13
Ø
Ø
Ø
Ø
The Future…
Ø
Marketers will come up with more “explicit”, “overt” and “in-your-face” advertisements with sexual content
Ø
Audiences will become “desensitized” to “Sex in Advertisement”
Ø
Marketers WILL THEN have to rely on “covert”, “subtle” “suggestions” of sex in their advertisements
2/5/13
Application in Indian Market
Ø
Even today, “SEX”, properly marketed, SELLS
Ø
“SEX” still generates “Controversy”
Ø
Indians have some way to go before becoming “desensitized” to “sex”
Ø
Thus, brace yourself for more “Sex in Advertisements”
2/5/13
CHPT.11 - Conclusion
Ø
Human beings cannot rationally explain all their decisions Marketers will increasingly focus on “Neurology” over “Conventional Market Research” to gain insights Better research and access to “neurology” will enable marketers to make advertisements into a science Audiences cannot stop this onslaught of advertisements
2/5/13
Ø
Ø
Ø
What we liked
? The
research done has been very extensive
? The
Book throws light on different aspects of a product other than the traditional dimension of marketing of other researches conducted have been beautifully integrated with the research and findings done by the author
2/5/13
? Findings
?
What also could have been done
? The
data of the research could be validated by an independent agency should have published an Indian edition giving examples related to India which would help relate to the book better number of pages could easily be reduced as the author sounds repetitive at many points
2/5/13
? They
? The
doc_390405341.pptx