Sex Just Not Selling Anymore
February 23rd, 2009
Global marketing maestro Martin Lindstrom, has been scanning people’s brains to see how they react to ads, jingles and product smells, and he says sex doesn’t sell, Nokia tunes make people feel physically sick and Apple is a mini-religion. Lindstrom, author of the best-selling book, Buyology - Truth and Lies About Why We Buy, says the findings are amazing. The most important senses when building brands are sound followed by smell and then sight. But 83% of all brand communication only appeals to the sense of sight.
Lindstrom’s book is based on the world’s largest neuro-marketing study which scanned the brains of 2000 consumers across five countries. He says the research shows Nokia’s ring tone turns people off. It is so disliked in our brains people almost feel physically sick when hearing it. The reason for this is it reminds them about work, missed deadlines and their boss calling them
The researchers also found an enormous correlation between a powerful religion and a powerful brand. They found brands have begun to take over the role of belief. Apple is a key example of this trend. Another finding is sex no longer sells like it used to because sex isn’t as mysterious any more. It is everywhere, which is why it is no longer a powerful sales incentive.
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