September 12, 2012 by Terence LEE
Branding is often labelled an art. But Martin Lindstrom, a branding guru who has consulted for clients like Microsoft, Visa, Disney, and supermodel Tyra Banks, wants to make it a science.
To do it, he is relying on findings from his research, which cuts across neuroscience and psychology and draws data from focus groups, customer surveys, fMRI scans, and social experiments. He has even lived in the homes of consumers just to get into their minds.
The result is a set of intriguing findings encapsulated in his latest book, Brandwashed. He was in Singapore’s Marina Bay Sands on 10th September to share his insights to an audience of marketing managers, brand consultants, and entrepreneurs.
Martin is as polished and genuine a speaker as they come. Yes, some critics have noted (here and here) that he tends to overstate the significance of his research findings. But I found his presentations thought-provoking, engaging, and memorable. Here, I will summarize his key points and relate them to entrepreneurship. Read more