Buyology - Martin Lindstrom [88]
A special thanks to Frank Foster, a cornerstone in making BUYOLOGY INC. become a reality—and to SP Hinduja and his unique family, who have inspired some of the insights in this book.
Many people at the LINDSTROM Company and our affiliated companies (including our new, New York City–based neuromarketing company, BUYOLOGY INC.) have been instrumental in transforming this book into a reality, and never stopped pushing Buyology even further, especially Lynn Segal, who crafted the outline of the book; and Signe Jonasson, who, by steering me on the most complex itineraries across the world, helped bring this book to life; John Phillips and Simon Harrop from our sister company, the BRAND sense agency, for their valuable input on our senses; Julie Anixter and Duncan Berry for their in-depth insight on the topic of cognitive dimensions; and Donna Sturgess, whose personality, energy, and contributions were, and are, a constant source of inspiration.
Okay, here comes the sponsorship bit (duck!). Without millions of dollars of financial support from some of the most respected companies in the world, the pages in this book would have been, well, blank. GlaxoSmith Kline (one of the leading pharmaceutical companies wordwide in providing products and solutions to help people quit smoking), Fremantle, and Bertelsmann—thank you all. Immanuel Heindrich: Who would have thought that the same project we discussed some four years ago would end up being published by a subsidiary in your group? Talk about a coincidence. Thanks, Immanuel—you’re amazing.
Hakuhodo—my favorite Japanese advertising agency, which, from day one, jumped on this project. Firmenich—the world’s undisputed leader in flavor and fragrances and, ever since the publication of BRAND sense, a big believer in what I do. CEO Tim Clegg and Americhip—a leading manufacturer in incorporating the human senses into memorable print advertising—my deepest gratitude. Firmenich and Americhip have both put enormous effort into the release of this book, which I won’t soon forget. And an enormous thank-you to the many other sponsors who were there, always, to support me behind the scenes.
But most importantly, an enormous debt of gratitude to the thousands of people across the globe who volunteered to join me on this mission. Just imagine letting someone inspect your brain in the name of exploring the future. Thanks go as well to the hundreds of project managers, coordinators, and controllers who oversaw this project, as well as to the ethical panels who oversaw and approved every single step we took.
In the end, Buyology isn’t just my story. It belongs to everyone with a brain who wants to know the science behind why we buy and, most of all, who we are as human beings.
I feel like I’m at an Academy Awards ceremony—where’s the statue?
NOTES
INTRODUCTION
1. http://www.commercialalert.org/issues/culture/neuromarketing/commercial-alert-asks-senate-commerce-committee-to-investigate-neuromarketing; http://www.organicconsumers.org/corp/neuromarketing.cfm
1. A RUSH OF BLOOD TO THE HEAD
1. http://library.thinkquest.org/17360/text/tx-e-pod.htm
2. http://www.theglobeandmail.com/servlet/Page/document/v5/content/subscribe?user_URL=theglobeandmail.com%2Fservlet%%2Fstory%2FLAC.20050611.CHINA1
3. http://news.bbc.co.uk/2/hi/3758707.stm
4. http://www.lungusa.org/site/pp.asp?c=dvLUK9O0E&b=39853
5. http://online.wsj.com/article/SB120156034185223519-email.htm
6. http://www.forbes.com/forbes/2003/0901/062.htm
7. http://www.allbusiness.com/retail-trade/food-stores/4212057–1.htm
8. http://www.ixpg.com/brand-creation.htm
9. http://www.smeal.psu.edu/cscr/sponsor/documents/ascn.pdf/download
10. Malcolm Gladwell, Blink (New York: BackBayBooks/Little Brown, 2005),