Know how to market your product.
(Buyology Book Summary)
Best and better way of marketing the product.
Martin Lindstrom was included in the list of the New York Times. Is the author of 7 best selling books. He is one of the well known branding experts in the world. His clients include Burger King, Pepsi, Google, Nestle and many more. Time magazine named Martin one of the most influential people in the world. He started his first ad agency at the age of 12. (Buyology Book Summary)
Product Placement.
The name of the Lumiere brothers is at the forefront of film making as well as product placement. The bars of Lever Company’s Sunlight soap often appeared in their short films. That’s why it was. Because one of his production stops worked part time as a publisher for the Lever Brothers company. This company is now known as Unilever. (Buyology Book Summary)
In 1932 the White Owl Cigar Company gave $2.5 lakh to the Scarface Film Production Company. So that the actor of the film, Paul Muni, smokes cigars. In the 1940s Warner Bros. The movies were always sponsored by the General Electric Company. On the background in his films, there are always General Electric Refrigerators.
On the other hand, for every romantic movie, Warner Bros. also used the De Beers company’s diamond ring. Have you read Steven Spielberg’s movies E.T. Have seen Extra Terrestrial. This is the story of a boy named Elliot. Who finds an alien in the forest behind his house. In order for the aliens to come out in the film, Elliot placed pieces of chocolate on the ground. (Buyology Book Summary)
The deal was that the film’s hero Tom Cruise would use Rebon’s retro look sunglasses in the film. This film is doing Blockbuster. Reban’s sales increased by 50%. So product placement is considered an effective advertising campaign champion. Brands are ready to show their product in movies and TV shows. Marketers and Film Maker can put any number of products in their films. But the question is whether the auditions will remember him. Then buy the products. (Buyology Book Summary)
Why Reese’s chocolate is memorable in E.T. Because this chocolate was an important part of the story. If you are a marketing and advertising student. So remember that just showing your product on the screen is not enough. It should be included in the story, as such. That it seems to be part of a story. So that along with the auditions, it gets an emotional connection. (Buyology Book Summary)
Mirror Neurons At Work.
In 1992, a researcher was studying the brain and habits of African langurs. They were looking at the premotor area of the brain. This area is then activated. When langurs make some gestures. Like picking up peanuts. Interestingly, the researcher found this. that the premotor neurons don’t then flash. When the langur himself is picking up a peanut. Rather then it shines. When he sees other monkeys also picking peanuts. (Buyology Book Summary)
Once during a hot summer, a colleague of the researcher brought an ice cream cone for lunch. The team noticed that a monkey was staring at him for a long time. It looked like he wanted ice cream too. When the person licked the ice cream. Then the electronic monitor of the monkey got activated. Seeing him eat ice cream, the monkey’s premotor neuron area flashed.
This concept is called mirror neurons. when we do anything. So what happens. The same movement happens when you see others doing the same thing. Just like we ourselves are doing the same thing. The same thing happens in monkeys and humans. Mirror Neurons have been proven with F MRI Scan. When you are watching a football game. (Buyology Book Summary)
Your favorite player Cristiano Ronaldo scores the goal. So your mirror neurons become active. Similarly when you watch a movie, and the heroine cries. So tears come to your eyes too. When you watch a thriller movie. So you think so. Like the serial killer is chasing you. This is the reason why when a child cries. Then the other child also starts crying.
This is the reason why someone sitting by your side takes a deposit. So you look like a jerk. This is the reason why we buy those products. What our friends buy. So how do mirror neurons work? If you know this, then move on. (Buyology Book Summary)
Rituals.
By the sea in Acapulco, two people were sitting. He ordered two cold bottles of Corona Beer, along with slices of two lemons. Before drinking, he squeezed the lemon and put it in the bottle. Then put the lemon inside the bottle itself. He turned the bottles upside down. until the bubbles disappeared. Till then kept it upside down. Then both of them took a sip of beer. Why both performed the ritual of beer and lemon before drinking. (Buyology Book Summary)
First – just because Latino people believe. That lime enhances the taste of the beer.
Second – It is believed that lemon kills those bacteria. Which gets accumulated in the packaging and shipping of beer.
Third – Because long ago he had bet with his friends. That if he put lemon pieces in his corona beer bottle. So other people will also put their lemon pieces in the bottle. (Buyology Book Summary)
The correct answer is third. The ritual of Corona Beer and Lemon was started by a bartender. That’s why it helped Corona Beer to win over Heineken Beer in the American market. Meanwhile, in Ireland, two people ordered 2 bottles of Irish Beer. The bartender filled the beer 3/4 full of the glass. Then he waited for the fizz to go away. After a few minutes, the bartender empties the entire bottle. This is the ritual of drinking Guinness Beer.
In the early 1990s, Guinness Beer was having trouble with sales in the British Isles. Customers didn’t want to wait 10 minutes to drink their beer. To solve this problem, the company used advertising. He said in his commercial release that ‘those who wait, get good things’. (Buyology Book Summary)
He also campaigned for the right way to drink Guinness Beer. Because of this, beer drinkers considered it and preferred it too. Why such rituals are good for the brand. Because it creates our emotional bonding with the product. It makes our consumption more memorable.
Religion and Brands.
Every religion, every religion has 10 common pillars. Which make it strong and effective for years. Incidentally, even a popular brand has 10 common pillars. What are these pillars? So this is the common pillar-
Sense of belonging- When you see someone in the gym, wearing sneakers like you. So do you smile when you see him? Have you ever sounded the horn on the highway, on a car like yours passing by? When you see someone wearing brand clothes. So you feel a sense of belonging, with that person. As if both of you are members of a special club. (Buyology Book Summary)
Clear Vision- Religions and brands have clear vision. Steve Jobs once said that ‘man is the creator of change in this world’. It should be more than system and structure. should not be under them. Even after the departure of Steve Jobs, Apple continued with this clear vision.
Sensory Appeal- When you visit a temple, church or mosque. So you immediately feel a different atmosphere and fragrance. Maybe the bell is ringing. Mantras are being spoken. Now whatever you see, hear and smell. He makes you feel like some unseen force.
So it is the same with brands. They want us to associate certain smells, sounds and sights only with their brands. There are examples of this. nokia ringtone, Brand new mercedes Benz leather smell or harley-davidson engine trunk.
Storytelling- To stand out from the crowd, brands need to tell funny stories. Virgin Atlantic, for example, on its own small cans of salt and pepper, came out of Virgin Atlantic. Wrote like this Seeing these boxes, people wanted to take them home.
Grandtair- We know how the places of worship, are usually big and grand. Imagine the Golden Buddha of Bangkok and the Vatican, then companies also copy them. For example the Bellagio Hotel in Las Vegas. Or don’t miss the Hotel Burj Al Arab in Dubai, Louis Vuitton’s flagship store in Paris and Prada’s flagship store in Tokyo.
Avenglism- Due to which these religions reach the people. Teach them, and create new followers. Do you know when gmail was launched. So it was available only by invitation. Gmail was opened publicly only then. When it reached 10 million, users. American Express used only invitations for its Centurion black card.
Symbol – Think about the symbol of your religion. Like religion, in a brand too, a symbol or a logo is very important. Apple has its own very popular logo. Likewise with McDonald’s. Do you know that Nike’s logo is called swoosh. Nike hired a contractor to make the logo.
You learned about rituals. This ritual adds even more to our favorite brand. Whatever brands we use. This ritual makes the experience of using it memorable. Pulls the consumer towards each brand, shopping and spending money. You can choose the product according to you. This is your decision. (Buyology Book Summary)
So, this is the short summary of the comfort crisis book. hope you liked it. If you find this informative then also check out some more book summaries like The 5 second rule , The magic of big thinking , Finish book by john acuff, Hooked book summary, Purple Cow Book Summary, Rework (businesses important lessons) etc in my blog section.
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