A book that won't age: Each copy includes a code for 4-month membership to DualBook.com, which provides constant online updates and email bulletins to readers Sensible and practical plan to transfer your brand to the electronic age Extremely successful when published in cloth in 2001 Packed with new and updated global cases Contributors Peppers and Rogers [inventors of the "1-to-1 marketing concept] are two of the world's top marketing and Internet experts This is the world's first interactive business book, updated weekly on the DualBook.com website. It examines the controversial marriage between offline retailers and online e-tailers, and tries to anticipate the direction that traditional retailing will take over the next few years and how e-tailers will contend with low earnings, weak distribution and limited customer support. It also includes contributuions from two respected online marketing experts, Martha Rogers and Don Peppers. With an intriguing mix of theory, case study, practical advice and weekly updates on the DualBook website, this respected Internet authority gives retailers and dot.com companies clear guidelines for a successful clicks-and-mortar marriage. The exclusive case studies and candid exposes reveal how the world's leading retailers and e-tailers are operating their clicks and mortar strategies. Cases include Toys 'R' Us, Nokia, Amazon.com, Barnes & Noble, 7-Eleven, The Body Shop, CVS.com and others.
When he was a kid growing up in Denmark, Martin Lindstrom had but one thought in his life: Lego. He was, to put it simply, obsessed with Lego. He hand-built and slept on a Lego bed. He dressed in Lego's colors. He even turned the family garden into his very own Legoland creation, a miniature village complete with bonsai trees, scooped out canals, and dozens of houses and ships constructed entirely out of LEGO.
Then one bright summer's day in 1982, ambitious 11-year-old Martin Lindstrom opened Legoland's doors, optimistically anticipating hoards of visitors from near and far. Not a single person showed up.
Aware that something more than mere brilliant design was needed to attract visitors, young Martin suddenly had a flash of inspiration: he would advertise! He promptly persuaded the local newspaper to run an ad, and sure enough, the following week 131 people streamed through the garden gate. Including two lawyers from LEGO, who very politely informed Martin that if he persisted in using the name 'LEGOLAND' he would be guilty of trademark infringement. That's when he first realized the seductive power of marketing and advertising.
So Martin decided to open his own advertising agency, which he succeeded in doing a couple of months later, at the ripe age of 12. And thus, a lifelong relationship with marketing and brands was born.
After selling his agency in 1988, Lindstrom attended the Academy of Advertising before joining international giant, BBDO. In 1994 he went on to form the groups first interactive agency; BBDO Interactive, and three years later he founded BBDO Interactive Asia Pacific, both agencies growing to become the largest Internet solution companies in their respective regions. By the age of 30, Lindstrom had become one of the most respected names in the industry.
He has since spent 300 days on the road annually sharing his brand of wisdom and pioneering methodologies through speaking engagements and his role as trusted advisor to countless high profile companies, celebrities and royal families.
In 2009, amidst the rubble of the economic meltdown, Lindstrom opened a new chapter. Disheartened by much that he had seen on the front lines of the branding wars for the last two decades, he decided to turn the spotlight inward, and reveal all he'd learned along his journey from 11-year old Lego enthusiast to one of the globe's foremost marketing experts. His goal? By exposing the best kept tricks and secrets of the marketing world, and opening our eyes to all the ways in which we, as consumers, are being manipulated and deceived, he would help each one learn to resist the siren song of advertising and make smarter, more informed decisions about how we spend our money. The goal is to prepare brands for a more transperent and honest appraoch where secrets no longer will be possible and thus transperancy is needed. Brandwashed is the culmination of this ambitious undertaking.
Lindstrom has been featured and continues to be featured in the Wall Street Journal, Newsweek, The Economist, New York Times, BusinessWeek, The Washington Post, USAToday, Forbes and Harvard Business Review. He also frequently appears on NBC's TODAY show, ABC News, CNN Money, CBS, Bloomberg, FOX & Friends, Discovery Channel and the BBC. Lindstrom also pens a weekly column for Fast Company and TIME Magazine and appears regularly America's #1 ranking morning TV show, The TODAY Show, as an expert on consumer awareness and advocacy. In 2011 Lindstrom appeared in the Morgan Spurlock (Supersize Me0 documentary: The Greatest Movie Ever Sold.
His latest book, Brandwashed (Crown) is based on a 3-month long, $3 million guerilla marketing experiment, exploring the most powerful hidden persuader of them all. Us!
Buyology (paperback released February 2010 by Crown Publishing), was voted "pick of the year" by USA Today, and, between 2008 and 2009, reached ten of the top 10 bestseller lists in the U.S. and worldwide. His 6 books have been translated into more than 40 languages and published in more than 60 countries globally.
In 2009, TIME Magazine, named Lindstrom one of the World's 100 Most Influential People for his groundbreaking work on neuroscience and branding.
Visit MartinLindstrom.com to learn more.
