February offers a chance to reflect on works by our Speakers, with past publications from Martin Lindstrom and Dambisa Moyo offering unique insight into sensory branding and children’s buying power, as well as international economic expertise.
Brandsense – How to Build Powerful Brands through Touch, Taste, Smell, Sight and Sound
Author: Martin Lindstrom
Publication Date: 3rd February 2005
Synopsis: Martin Lindstrom explores the effective use of marketing techniques which are targeted at all of our senses rather than just our eyes, and the impact that these methods can have when creating and developing a brand. From the crunch of your breakfast cereal, to the smell of a new car, the sensory approach to marketing is a powerful tool and one which can bring huge returns to those who use it effectively. Martin encourages the reader to examine the sensory scale of brands, identify the potential for sensory branding as well as providing guidance to maximize a brands appeal through these ground-breaking techniques. The book features a Foreword by Philip Kotler, whose marketing theories are world renowned, in addition to well-deserved praise from the likes of Alex Hungate, Chief Marketing Officer of Reuters and Andre Lacroix, CEO and Chairman of Euro Disney.
Author: Martin Lindstrom
Publication Date: 20th February 2003
Synopsis: Brandchild – Remarkable insights into the minds of today’s global kids and their relationships with brands was noted as being the first book of its kind to deeply delve into the buying behaviour of 8-14 year olds, or Tweens as they are known, and understand their relationships with brands. Following an extensive survey of consumers of this age group on a global basis, who at the time represented a global spend of $300 billion as well as influencing their parents on further spending of $350billion, Brandchild provides valuable insight into the marketing techniques which can be used to target this lucrative market sector, with Martin also presenting an array of case studies with kids’ trends a key focus.
How the West Was Lost
Author: Dambisa Moyo
Publication Date: 28th February 2011
Synopsis: Having received acclaim for her previous book Dead Aid, the release of How the West Was Lost by the international economist Dambisa Moyo, examines the negative impact over the last 50 years on first world countries following the effects of fatally flawed policy, economic complacency and ever growing debt. In this insightful publication, Moyo also explores possible solutions which these countries could benefit from, with a focus on stemming the tide and in turn moving forward to a more positive economic outlook. How the West Was Lost was well received, The Times reported on Dambisa as ‘An economist who makes waves’, and Bloomberg remarking ‘Clear and brazen… This argument has rarely been made more concisely’.