Back in the days while I worked nine-to-five, I used to have breakfast with two sunflower eggs in my favourite nearby restaurant to kick off the blue Monday.
One day, I found something strange with the egg yolks. It looked gorgeous, more yellow than ever before. I thought, happily, the restaurant changed the egg supplier.
If you, like me in this case, find your restaurant's brilliant decision one day, you should be happy, shouldn't you?
You shouldn't. Because it might be the result of a vitamin mixture added to the hens' feed that changes everything.
It is possible, and practical, to add artificial colouring to the grain to enhance the hue of egg yolks. Martin Lindström, a very successful branding consultant, instead of doing so, which he considered unethical, helped his Saudi Arabian client identify the vitamin mixture that would produce yolks from light yellow to middling-yellow to the passionate yellow, and all the variations in between.
From his book, Buy.ology: truth and lies about why we buy (New York: Doubleday, 2008), I also found something more interesting to carry on and took pride of while being told that the pink-product boom was ignited by the Hong Kong company VTech, which manufactured pink laptop and made an unexpected success in the market.
Buy.ology is a book about marketing and science, neuromarketing technically, which explores "the subconscious thoughts, fellings, and desires that drive the purchasing decisions we make each and every day of our lives". Lindström brilliantly presented to us a lot of interesting stories, experiments and investigation, which stimulate us, as consumers, to think about our subconscious buying behaviour.
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