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Martin Lindstrom
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The enemy has changed. It’s no longer simply your business competitor. You’re up against a substantially more scientific reality – our inherent lack of ability to multi-task! We may indeed believe we’ve mastered the skill of multi-tasking, but have we... Continue reading
Posted Nov 10, 2010 at Branding Strategy Insider
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81-year-old Tahakasa Omi, a Japanese grandma of four, had spent her day excitedly anticipating the arrival of a package from Do-Co-Mo. Do-Co-Mo, the largest operator of mobile phones in Japan, if not the world, had spent the last two years... Continue reading
Posted Nov 9, 2010 at Branding Strategy Insider
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Let me ask you a difficult question: How on earth would you build your brand on a canvas smaller than a matchbox? What if you could use only one color (say black on a green background), you had no scope... Continue reading
Posted Oct 31, 2010 at Branding Strategy Insider
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Some time ago, I checked into a hotel in Hong Kong. The receptionist handed me a bunch of business cards. They weren't the hotel's business cards but my own, complete with my phone and fax numbers and contact details while... Continue reading
Posted Oct 13, 2010 at Branding Strategy Insider
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Is perfect branding really the best way of building brands? Up until recently this might have been true. Asking Martha Stewart fans they would have agreed with me. Year after year the ever-perfect Martha was dishing up one perfect decoration... Continue reading
Posted Oct 8, 2010 at Branding Strategy Insider
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If for one reason or another, you’d slept through the past five years, only to find yourself suddenly awake in August 2010, you’d quickly realize the world of advertising and marketing has fundamentally changed in three major ways. First, subconscious... Continue reading
Posted Aug 26, 2010 at Branding Strategy Insider
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We’ve seen it and heard it a thousand times – the flawless model posing in an ad for facial-blemish cream... an extremely powerful cleaner that removes every trace of dirt in one effortless wipe... the picture-perfect baby modelling the 100%... Continue reading
Posted Aug 22, 2010 at Branding Strategy Insider
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Have you ever been in a café when suddenly, over in the corner, a baby starts giggling? If you have, you might have noticed that every woman, regardless of age, looked up, momentarily distracted from her coffee, magazine or conversation.... Continue reading
Posted Aug 22, 2010 at Branding Strategy Insider
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Forget about depression, fear, angst, anxiety or night sweats. Guilt, that most puritanical of all our human emotions, has resurfaced to become a 21st century emotional social and consumer pandemic. Parents who in lieu of spending time with their adolescent... Continue reading
Posted Aug 18, 2010 at Branding Strategy Insider
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Forget about depression, fear, angst, anxiety or night sweats. Guilt, that most puritanical of all our human emotions, has resurfaced to become a 21st century emotional social and consumer pandemic. Parents who in lieu of spending time with their adolescent... Continue reading
Posted Aug 18, 2010 at Branding Strategy Insider
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Most marketing plans appeal to only two senses: sight and hearing. Why so limited? How come almost all marketing and brand building concentrates on two senses when we know appealing to all five is likely to double brand awareness and... Continue reading
Posted Jun 17, 2010 at Branding Strategy Insider