BIOGRAPHY | BBS - Bologna Business School

BIOGRAPHY

MARTIN LINDSTROM

A branding futurist and best-selling author, Martin Lindstrom is one of the most important brand building experts in the world. An esteemed marketing guru, defined by Time magazine as one of the 100 most influential people of 2009, Lindstrom has been a consultant for companies such as McDonald’s, Procter & Gamble and Microsoft.

His book Neuromarketing has been a bestseller of the New York Times and the Wall Street Journal, and book of the year on USA Today. BRANDsense, a book published in 2010, has been acclaimed by the Wall Street Journal as “… one of the five best marketing books ever published”. His successes include Buy-ology. Truth and lies about why we buy.

Martin Lindstrom is considered a pioneer in the fields of consumer psychology, marketing and brand building, as well as the creator of neuromarketing. In his latest work entitled Small Data: The Tiny Clues That Uncover Huge Trends, Lindstrom exploits the power of “small data” to go in search of the next big innovations. His research shows that even the smallest and most insignificant data can in fact reveal great truths about consumer behavior, and more generally about human beings. Among the numerous curious examples cited in the book: an old gym shoe found in the house of an eleven-year-old German who led to the extraordinary transformation of LEGO; a magnet found on a refrigerator in Siberia has triggered a revolution in American supermarkets; a pair of noise protection headphones used at ten thousand feet under the ground led to the creation of the new official Pepsi jingle; the way catholics and tourists enter a church in Rome has helped to revitalize the Disney amusement parks; the ergonomics of the dashboard of a car inspired the redesign of the Roomba vacuum cleaner.

In 2015, Thinkers50 ranked Linstrom as the number 18 among the most influential thinkers in the world. He is the presenter and producer of the popular NBC television program Main Street Makeover, columnist for Fast Company and TIME, and continues to be featured in prestigious newspapers such as The Wall Street Journal, Newsweek, The Economist, The New York Times, Bloomberg Businessweek, The Washington Post, USA Today, and numerous other publications and TV channels all over the world.

Martin Lindstrom has developed an unorthodox way of doing what every business is trying to do, which is to understand the deepest desires of its consumers and turn them into innovative products, brands or retail experiences.