Author of the Month

Martin Lindstrom

Martin Lindstrom

Martin Lindstrom is one of the foremost keynote speakers in the world on branding, marketing and advertising. In 2009 he was listed by TIME magazine as one of the 100 most influential people in the world alongside people such as Barack and Michelle Obama, Angela Merkel, Tiger Woods, and Nouriel Roubini.

Background and career

It all began one disastrous summer's day in 1982 when eleven–year–old Martin opened the doors to his own Legoland. He'd carefully designed the miniature village, planted it with bonsai trees, scooped out inch–wide canals and constructed numerous houses and ships out of Lego. Martin's Legoland was installed in his parents' back garden and its creator anticipated a throng of fascinated visitors. Not a single one showed up.

Conscious that something more than brilliant design was needed to attract visitors, Martin decided to advertise. He persuaded the local newspaper to run an ad — a simple act that was to reveal the power of marketing. The next week, 131 people streamed through the garden gate. Among their number were two lawyers from Lego, who informed Martin with great kindness and politeness that if he persisted in using the name 'Legoland' he’d be guilty of trademark infringement. Martin was intrigued by the idea that someone had control and ownership of the name of his favourite toy — and that it wasn't him.

Fascinated by the concept of trademarking, and seduced by the evident power of advertising, Martin opened his own advertising agency a couple of months later, at the age of twelve.

Ask an Expert

Martin took part in a live Q&A session on Monday 30th January. Click here to read the full exchange.

Martin has written six books on brands and consumer behaviour including: