True story. When he was a kid growing up in Denmark, young Martin had but one thought in his life: Lego. He hand-built and slept on a Lego bed. The family garden became his very own Legoland creation, attracting visitors from near and afar (including the lawyers from Lego). Then, still a child, Lego installed Lindstrom onto their advisory board. And then, of all the children in the world - they gave him the very first green brick in the collection. You're guessing this is what got Martin started in the crazy world of branding, marketing and all things advertising. And you'd be right.
Blame it all on Lego.
Fast forward some three decades later...
Consumer Advocate Lindstrom emerges from marketing and branding jungle; he has a fresh perspective. Times have changed and a new, more enlightened, more respectful way of marketing to consumers needs to be addressed. The challenge is clear. Consumers now dictate to brands how they want to be spoken to. The king is dead. Long live the king.
In particular is the thorny issue of consumer manipulation. Most know it's going on, this is nothing new. What is new, though, is the voice that is prepared to speak out and challenge this marketing status quo. Brandwashed, his latest bestseller, is a full-frontal exposé of the wanton trickery employed by many conglomerates, iconic brands included, to squeeze dollars out of their loyal customers. Lindstrom, using , t's not as easy as he thinks. (When is it not.)
Fan of the consumer
Martin has the unusual role of representing both consumers - and brands. This relates back to life mission, which has been to bridge the gap between brands and the consumer. At the age of 11 he was conducting customer service in his mom's cosmetic business. At the age of 12 he opened his own advertising agency and at the age of 13, he worked with LEGO to innovating new concept ideas for ... well ... his own target group.
Today, despite the many social media bridges to the consumer, Martin feels the corporate world is only interacting with consumers on a superficial level. Martin is a Fan of the Consumer because to him, it's the consumer who holds the key to every brand. He believes that it's only by getting involved with the consumer - in their homes, their lives and their daily routine, that you get to know what the consumer wants and needs. And it's often the consumer who can tell you what your brand needs to do innovate, grow and deliver in your markets.
Whether its for his own research, or for consulting or change leadership, you'll find that few have spent as many years living, shopping, partying and dreaming with consumers, in as many different countries, across as many religions and cultures as Martin.