Erfaring

For 21 år siden gik Martin selvstændig med virksomheden Lindstrom Company, som han stadig den dag i dag driver. Martin fungerer både som forfatter, foredragsholder, brandingekspert og konsulent og har gennem årerne skrevet og udgivet en række af bøger.

Motivation

Branding-guruen Martin Lindstrøm har gjort hele verden til sin arbejdsplads og er flere gange gennem sin karriere blevet kaldt for en af verdens mest indflydelsesrige personer. Dette af både Time Magazine og det London-baserede rankingbureau Thinkers50 samt med flere pladser på The M List. 2021-listen er ikke en undtagelse og det er på baggrund af endnu et spændende år. Ud over at have rundet de 50 år, er Martin udkommet med et nyt kapitel af hans bestseller-bog Buyology: ”Buyology for a Coronavirus World”, hvori han giver verden en indsigt i, hvordan coronapandemien er med til at ændre forbrugeradfærd. Hverken alder eller pandemi kan stoppe Martins fagkyndighed eller neurovidenskabelige research, som fortsat løser gåder for nogle af verdens største brands som Disney, Pepsi, LEGO og Nestlé.

 

HVAD HAR VÆRET DIN STØRSTE PROFESSIONELLE SUCCES I 2020?

During Covid… In the US. we managed to guide one of our clients, a (back then) mid-sized food distribution company, to become the fastest growing and most successful company in the US. by adapting entertainment and customer insight in a highly unusual way. And I wrote the ebook: The Buyology for a Coronavirus World – securing 1.000.000 downloads. 

HVAD BLIVER DIN STØRSTE PROFESSIONELLE UDFORDRING I 2021?

Releasing my new book; The Ministry of Common Sense which is released in 32 langauges. Things are looking promising – the book has already been selected as one of THE 5 BIG IDEAS of 2021 by Malcolm Gladwell and Adam Grant. 

HVORDAN FORVENTER DU, AT DIN ROLLE VIL ÆNDRE SIG I 2021?

If I was to read into the pre-sales of my book now close to 30,000 in the US. alone (the book is released on January 19, 2021) the book is likely to rebrand what I stand for and the next decade of my focus. 

HVILKE TENDENSER I BRANCHEN VIL DU GERNE SE MERE AF I 2021?

The industry needs to comes to terms with the fact that it is dead. And thus have to completely reinvent themselves. It is essential that the industry operates at the C-Suite level, that it addresses corporate strategy, company culture, customer insight and transformation as much as it handles expertise like advertising, branding, marketing and communication. Those days with hundreds or thousands of full time staff in an agency are long gone – instead you need to have a A-team of super sharp networkers, whom are able to select (outsourced) talent, engage, motivate and coordinate their work. 

HVAD HAR VI LÆRT IGENNEM CORONAKRISEN OG DEN TRANSFORMATION, DEN HAR SKABT?

Those whom doesn’t leave Covid – having completely transformed their business didn’t get the message. Until recently we worked with the 7 entry points strategy. An entry point is for example when you expect a new born baby – suddenly there’s baby equipment everywhere you look. With the arrival of Covid-19 we’ve for the first time in living memory witnessed the arrival of a 8th Entry point – a global synchronized behavioral change – so profound that we most likely will see consumer shopping change forever. 

HVEM I BRANCHEN FORTJENER ET SKULDERKLAP – OG HVORFOR?

I’d give a shout out to my former employee, now CMO of Amazon; Neil Lindsay, whom managed to grow Amazon with 200 % during Covid – mainly due to his invention of Amazon Prime. Amazon today employees 1,000,000 staff.