Book Review | "Buyology: Truth and Lies About Why We Buy" by Martin Lindstrom

Martin Lindstrom is a global branding expert and and brand futurist. His latest book is "Buyology: Truth and Lies About Why We Buy."

First, some information about the author. Martin is a globe-trotting marketing hot-shot who spends 300 days each year traveling to all corners of the business world to consult with companies on branding and customer engagement issues. One of his previous books, BRAND Sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. Both BRAND Sense and Buyology have been translated into over twenty-five languages.

Buyology is a fantastic read. It's main topic is "neuromarketing," a newer field that blends science and marketing into a new discipline. Neuromarketers use technology to do such things as analyzing brain activity to identify study participants' reactions to brands or products or other stimuli. In doing so, a scientist can determine the true reasons various variables resonate positively or negatively within the subject's psyche.

Buyology is chock full of neuromarketing tales and fascinating stories of marketing studies. Anybody who is vaguely interested in marketing, branding, or business in general will be entertained and informed by this book. I also appreciate that much of the information in the book can be applicable to the sales professional, although it is not a sales book.

At times, the reader may feel like this book is part science fiction, but it's interesting whether you're a SF fan or not (I'm not). It's not science fiction, it's the state of creating marketing and branding today. Do yourself a favor and read Buyology. I highly recommend it.

Listen to my interview with Martin Lindstrom on the Selling to Consumers Podcast.

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Skip Anderson is the Founder of Selling to Consumers Sales Training, a B2C and retail sales training and management consulting company. Skip is nuts about helping companies and individuals sell more.