Top critical review
7 people found this helpful
A lot of hype, not much substance
on July 28, 2009
(This review has also been posted to LibraryThing)
The entire time I was reading this, I found myself wishing that it had been written by Malcolm Gladwell instead. It was so full of Lindstrom's self-promotion and narcisistic asides that it got distracting.
Many of the ideas Lindstrom presents are interesting (e.g. "smashable" brands, mirror neurons, the role of product placement - the analysis of product placement on American Idol was particularly interesting), but he just lists example after example without really getting into the details of why or how things work the way they do.
Lindstrom does the same with the neuromarketing studies the book is supposed to be about; he goes on and on about how groundbreaking the results are but glosses over the methodology and doesn't really give us much more than the bare minimum for the results. I came away not really knowing why many of his studies were as revolutionary as he claims. Also, having a science background, I questioned some of his methods and results from what little explanation was provided.
Overall: a book with lots of potential that turned out to be tedious and unsatisfying.