"We want to dream ourselves away," says Lindstrom.

“我们梦想着远离现实。”特罗姆说。

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That, Lindstrom says, was partly because so few users practiced cell-phone etiquette and the blasted things kept going off in movie theaters.

林德斯特伦认为，部分原因是只有极少人遵守手机礼仪，会在电影院内关掉刺耳的手机铃声。

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Consistency builds Trust, Trust creates History, History forms Traditions, and Traditions become Rituals. - Martin Lindstrom, author of Brand sense.

一致性建立信任，信任创建历史，历史构成传统，而传统变成规矩。

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Lindstrom says he's received lots of letters from people who claim they've lost their watches or run over them by accident.

FORBES: Sultan of schlock

Lindstrom packs in the crowds by blitzing them with advertising.

FORBES: Sultan of schlock

Lindstrom claims to have been shocked by the results, noting that a full nine out of 10 recipients of the faux endorsements subsequently bought at least one of the 10 brands.

FORBES: Marketing: Threat ... or Menace?