Martin Lindstrom

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With Apple widely expected to release its iPhone 5 on Tuesday, Apple addicts across the world are getting ready for their latest fix.

But should we really characterize the intense consumer devotion to the iPhone as an addiction? A recent experiment that I carried out using neuroimaging technology suggests that drug-related terms like “addiction” and “fix” aren’t as scientifically accurate as a word we use to describe our most cherished personal relationships. That word is “love.”

As a branding consultant, I have followed Apple from its early days as a cult brand to its position today as one of the most valuable, widely admired companies on earth.…  Seguir leyendo »

Ten years ago, in settling the largest civil lawsuit in American history, Big Tobacco agreed to pay the 50 states $246 billion, which they’ve used in part to finance efforts to prevent smoking. The percentage of American adults who smoke has fallen since then to just over 20 percent from nearly 30 percent, but smoking is still the No. 1 preventable cause of death in the United States, and smoking-related health care costs more than $167 billion a year.

To reduce this cost, the incoming Obama administration should abandon one antismoking strategy that isn’t working.

A key component of the Food and Drug Administration’s approach to smoking prevention is to warn about health dangers: Smoking causes fatal lung cancer; smoking causes emphysema; smoking while pregnant causes birth defects.…  Seguir leyendo »