Buyology - The psychology behind why we buy

So what does the Roman Catholic Church have in common with Nintendo, the video games manufacturer? Not much you might assume. Both are quite old: in the case of the Roman Catholic Church a couple of millennia, whilst next year Nintendo will, rather surprisingly, celebrate its 120^th birthday. But, aside from this, you’d probably be stumped for an answer – and for inspiration you’d have to turn to the latest book from the Danish author Martin Lindstrom.

Lindstrom is generally regarded as one of the world’s top marketing gurus, spending the majority of his time skipping around the globe preaching on the fundamentals of his marketing theory – Buyology. More than a mere pun, the word Buyology, refers to an astute psychological analysis of human behaviour, asking the question: ‘just what psychological factors impel us towards brand allegiance?’

Why is it that we react positively to slogans, jingles and celebrity endorsements? Just think of Levi’s Flat Eric. How was it that a stuffed toy with attitude, riding the highways of California, could have a far more pronounced effect on the human mind than all the graphic warnings on the front of cigarette cartons can? Why are we tied so closely to our favourite brands? What is the psychology behind all of the symbols and logos? Why have Singapore Airways gone to the trouble of creating their own branded smell for their fleet of aircraft?

To explain these puzzling questions, Lindstrom has turned to that most horribly complicated of instruments, the human mind. Lindstrom argues that the reasons that we buy a brand, and why we remain fiercely loyal to it, are burrowed deep within our sub conscious.

This is the crux, where the psychology behind the success of the great religions of the world mirrors the psychology behind a successful brand – from Rolex to Coca Cola. ‘The same area of the human brain,’ Lindstrom argues, ties a person to their religious faith as makes a consumer loyal to a successful brand. Essentially it is the same impulses that keep Roman Catholics pious as keep newer generations hooked to products like the Nintendo Wii.

Understanding these impulses, Lindstrom advocates, is key to building a successful brand or product. From Richard Branson, to fourteenth century popes, he argues, successful branding lies at the root of their success. For aspiring marketers, businessmen on the lookout for new ideas, or psychologists merely interested in the motivations of the mind – this could be a book that is too good to be missed.

Tags: Digital TV, News by Peter Moore
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Untried and untested?

The video that is doing the rounds on the Internet this morning is one of the Oscar-winning actor Matt Damon. The star of Good Will Hunting and the Bourne series of films stated that he felt that the nomination of Sarah Palin as the running mate for John McCain felt like a ‘bad Disney movie.’

Having gone from a position as governor of a small town in Alaska, Mrs Palin has risen quickly through the ranks in American politics. Two years ago she was elected Governor of Alaska and at the end of August she was nominated by McCain for the position of vice president.

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Barack Obama passes an important milestone in American history as he officially accepts the nomination of the Democrat Party to run for the office of the President of the United States

It is only a few short months since the American Democratic Party were caught in a tremendous internal squabble, but last night they gritted their teeth, buried their differences and stood to applaud the Illinois Senator Barack Obama as he accepted their nomination to run for the office of President of the United States.

It did smack a little of a family emerging with bright smiles to a public event, having only recently endured a fearful argument behind closed doors. But Obama, clean cut and with the requisite snow white smile, seemed unfazed, declaring that: ‘America, we are better than these last eight years,’ to the excitable approval of the assembled crowd.

On evenings such as these, Americans are at their very best. Naturally more demonstrative than us Brits, they dress in vibrant red, white and blues, wave flags, applaud enthusiastically and whoop in delight, at all of the appropriate moments. The speeches themselves are a carefully balanced delivery of rhetoric, promises, patriotism, flattery and the odd inoffensive joke.

It is hardly needs documenting, as it has been said a thousand times before, that Obama thrives in this environment. It is quite a skill to be relaxed and personable in front of a crowd of around 80,000, but with an effortless grace Obama carries it off, and for that reason alone he should be relishing live tussles with the more-robotic John McCain.

We should not forget that last night marked the passing of an important milestone in American history. Accepting the nomination, Obama became the first American of African descent to be selected as the presidential candidate of one of the two main parties; and in a country that is openly proud of its history and heroes, it was by no coincidence that last night was also the forty fifth anniversary of Martin Luther King’s ‘I have a dream,’ speech.

A key element in Obama’s success will be his ability to appeal to broad sections of the Democratic Party, and mindful of this one of Obama’s first statements was one of gratitude and magnanimity towards his erstwhile foe:

‘Let me express my thanks to the historic slate of candidates who accompanies me on this journey, and especially the one who travelled the farthest, a champion for working Americans and an inspiration to my daughters and to yours: Hillary Rodham Clinton.’

But his main thrust of attack was a clear and steady attack upon the one man who stands between him and the Oval Office. ‘John McCain likes to say that he’ll follow bin Laden to the gates of Hell, but he won’t even follow him to the cave where he lives,’ Obama argued. ‘If John McCain wants to follow George Bush with more tough talk and bad strategy, that is his choice, but it is not the choice that America needs,’ he continued.

This is an odd period of the American presidential campaign, following a dip in the action during the two summer months. Collectively Americans are drawing in a slow breath, waiting to be submerged in a barrage of publicity, advertising, pledges and posters. By November the country will have lost its sanity, drenched in colourful bunting and being ‘God blessed,’ from all directions.

American Presidential elections are an odd mixture of things – and for a nation well capable of putting on a show, the 2008 Presidential knock out promises to be compelling.

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Here you can see a video of Barack Obama’s address to the Democratic Convention four years ago, in what was to become one of his most famous speeches. To follow all of the latest news and political development regarding the US political elections and for round-the-clock-coverage, look into the digital news channels, for unprecedented coverage.

Tags: News, Politics, Programmes, Sky by Peter Moore
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Stories to surprise you over your morning toast

There is nothing quite like an odd news story as a morning tonic. And as you stare down in disbelief at the latest report of a UFO landing in the fold-yard of a farm in Norfolk, it is well worth remembering that this is the month of August and about now things tend to get a little silly.

Just like complaining about the weather, tinkering in the garden and getting excited about DIY, the silly season is a well-worn British staple. Arriving each summer during the fallow summer months for news, Brewer’s Dictionary of Phrase and Fable defines the period as, ‘the part of the year when Parliament and the Law Courts are not sitting.’

This dearth of activity leaves newspapers scrambling about for news stories. Funded by advertising revenue and horrified at the prospect of slimming down over the summer or displaying too much white space, news editors instigate searches for bizarre, sensational or panic-inducing stories that will see them through until the machinery of society starts to whir once again in September.

2005 was a particularly rich year for silly season stories: ‘Victor Meldrew found in space’ announced the Sun on 9^th August having located a constellation that when charted with a line vaguely resembled a cantankerous UK television character. Meanwhile the Daily Express were busy reporting on Tony Blair’s holiday to Barbados where he was recovering from the effects of sunburn which had hit his ‘chest, stomach and arms.’

On 2^nd August 2000, The Star slapped down a headline documenting that an angler was ‘speared’ through the stomach by a giant swordfish which jumped into his boat. The following day The Express published a story about 30 hopefuls who had answered an advert in the Job Centre, applying to be a knifethrower’s assistant for a salary of £240 a week.

It is not just the UK which celebrates this silly season; it is a prominent in any country that boasts a strong national press. The Germans, who are not renowned for their sense of humour, are one nation that commemorates the silly season with the far more frivolous name of ‘cucumber time’, which seems a far more apt name – because vegetables are always funny, aren’t they?

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Have you come across any odd stories during the past few weeks? If you have, then why not send them over to us at Select Digital where we can try and compile a list of 2008’s top Silly Season stories. Remember that you can keep in touch with all of the latest news developments on Sky, BBC and ITV by subscribing to digital television. Find out about the best online prices by clicking this link.

Tags: Digital TV, News by Peter Moore
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Is it time to go home?

After months of tweaking hairstyles, kissing babies, delivering ‘God Bless America’s’ and edging away from embarrassing connections, speculation suggests that the curtain is about to fall on the Obama - Clinton showdown.

There is something about US elections that brings out the very best in its citizens. The pomp, the patriotism, the branding and the exaggerated euphoria – all things that they are very good at fuse together and provide much more excitement than the events Nantwich and Crewe by-election will ever be able to conjure up.

Fast and furious

‘Things move faster in America; people don’t stand for election, they run for office,’ mused Jessica Mitford in her wonderful memoir Hons and Rebels, and everything that has happened in the Democrat nomination process has remained true to form.

Both Obama and Clinton have enjoyed their successes. At one point it seemed as if Barak Obama, the Junior Senator for Illinois, was running away with the campaign, but in January Clinton recovered with victories in vital primaries. Obama then pulled away again, buoyed by support across most of the North American continent.

In total Obama holds a sum of 2,076 delegates and is hoping to reach the magical figure of 2,118 in the next few days. Clinton is barely a gnat’s crotchet behind with a total of 1,917, but it looks to be a significant enough gap. Just.

It now seems likely that Hillary Clinton will acknowledge that Obama has won, and will contest the election for the presidency of the United States with Republican John McCain in November. However, as recently as Sunday night Clinton was still promising supporters ‘twists and turns,’ after a strong victory in Puerto Rico, but it seems to be a little too late to make any lasting impression.

So, the US electoral bandwagon rolls onwards. Sharply dressed, persuasive Obama will meet up with the gregarious Republican ‘Quick Draw’ John McCain at the business end of the wedge later in the year; a contest that has got both parties rubbing their hands together in anticipation for already.

Misguided, dangerous and fuelled by a dangerous narcissism, you can level a number of attacks at US politics, but it is certainly never boring.

Sky News, BBC News and a number of other digital news providers are constantly streaming up to date information regarding the American Presidential elections. To find out more click here.

Tags: News by Peter Moore
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