Tuesday, November 16, 2010

Bookworms Unite

With Thanksgiving just around the corner, now is the time to start thinking about what books you can catch up on during the upcoming holiday. While the turkey is in the oven, here are some of my picks to read about advertising and branding, and their impact on today’s products and consumers.

Not long ago, I had the chance to read Buyology – Truth and Lies About Why We Buy by Martin Lindstrom. Lindstrom, an advisor for top executives in numerous Fortune 100 companies including NestlĂ© and PepsiCo, considers himself a "brand futurist," and has spent years studying branding, advertising, and consumer behavior. For his work, Time Magazine named him one of the "World's 100 Most Influential People" in 2009.

In his 2008 book, Lindstrom revealed the findings of his groundbreaking, three year, $7 million neuromarketing study, which set out to find answers about what influences our decisions when it comes to making a purchase. In his experiment, the author used brain scan technology on more than 2,000 volunteers from around the world to understand why we buy. He studied each subject’s subconscious reaction when presented with various ads, logos, commercials, brands, and products. During the test, Lindstrom explored if sex sells, if subliminal advertising exists, and if our senses are powerful enough to elicit a physical response when we see a product. For a chapter-by-chapter overview of Buyology, visit the book's website.

Another insightful book I recommend is Malcolm Gladwell's The Tipping Point. When do fads become more significant and turn in to a trend? In this book, Gladwell discusses how small changes can make a big difference, causing people to think, act, and buy in a new way.

With holiday downtime approaching, here are some books topping my "to read" list:
What books are on your list? Have you read any lately that have stood out and helped you to understand your industry better or practice more efficiently in your job? Leave a message and tell me more!

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