Martin Lindstrom on the buyology of an idea

Lindstrom drew on his deep insight into neuroscience and highlighted the concept of a ‘somatic marker’: how an idea can actually be imprinted in consumers’ brains. He explained how the scientific discovery will become a vital ingredient in how brands are built in 2010.

Lindstrom first asked the audience: "How many of you trust your instincts?" He went on to explain the first challenge for brands in the future is to understand the difference between conscious and non-conscious decisions.

Lindstrom also pointed to the fact that 'guilt' and 'fear' will be a major consideration for brands in the next 15 to 20 years. An increasing number of consumers have what Lindstrom called "luxury shame" and now prefer products without big logos.

Bad news for brands too: companies are losing control. As consumers now have more power over the media and trust their friends and other consumers through blogs and forums more than brands' media messages.

Lindstrom began his professional career at BBDO and founded BBDO Interactive Asia-Pacific during his tenure at the network. He was also COO of British Telecom/Looksmart, and is credited with launching his own advertising agency at the age of 12.

The AMEs is now in its eighth year and hailed as the region’s premier recognition of excellence in marketing effectiveness. A highly influential list of leading industry executives, brand pioneers and globally acclaimed marketing experts will take part in an unparalleled programme of challenging keynotes, dynamic panel discussions and informative breakout sessions. The AME Festival is Asia’s premier forum to discuss, debate and celebrate results driven marketing and innovation.