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PresentacióN Martin Lindstrom
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PresentacióN Martin Lindstrom

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Made in by Martin Lindstrom.

Made in by Martin Lindstrom.

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  • 1. Made in… by Martin Lindstrom
  • 2. Smash Your B S hY Brand d Country Branding? Copyright © Martin Lindstrom 2008
  • 3. Why? Wh ?
  • 4. The King f O Th Ki of Orange BRAND sense by Martin Lindstrom Copyright © 2003 MartinLindstrom.com & Millward Brown blue
  • 5. Smash Your B S hY Brand d Irish dirt: $58 per kilo Copyright © Martin Lindstrom 2008
  • 6. Paris = Louis Vuitton Copyright © 2006 LINDSTROM company
  • 7. 80%* of % Louis Vuitton’s global sales take place in Japan (72% of all Japanese girls prefers their marriage to take place in France) * Note: Time Magazine 2008 Copyright © 2006 LINDSTROM company
  • 8. Swiss Made… Made Copyright © 2006 LINDSTROM company
  • 9. RATIONAL VS. VS EMOTIONAL BRAND sense by Martin Lindstrom
  • 10. Do you always take the paper second from the top? p Copyright © Martin Lindstrom 2008
  • 11. Our non-consciousness non consciousness BRAND sense by Martin Lindstrom
  • 12. Neuromarketing Copyright © Martin Lindstrom 2008
  • 13. We’re as advanced as Columbus was in 1492. Copyright © Martin Lindstrom 2008
  • 14. Frontal lobe Executive Anterior Cingulate Effort The Cool lobe Parietal Spot Attention (Broadmann Area 10) Working Ventrolateral Memory frontal cortex The collecting spot (Right Mesial prefrontal Cortex) Temporal lobe Understanding Craving spot Amygdala/ (Nucleus Accumbens) Emotion Orbitofrontal cortex Amygdala/ The Recession Spot Fear Orbitofrontal cortex (Amygdala) Long term Hippocampus memory Copyright © Martin Lindstrom 2008
  • 15. What if Chanel were: ”Made in Baden-Baden”? Chanel Baden-Baden
  • 16. Posterior cingulate Country sound = Emotional engagement = Visual cortex Consumer preference Copyright © Martin Lindstrom 2009
  • 17. 77% increase Copyright © Martin Lindstrom 2009
  • 18. The t ti Th starting point… i t
  • 19. MY INDONESIA – JUST A SMILE AWAY MALAYSIA TRULY ASIA The wrong g starting point… !NDREDIBLE INDIA BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 20. The power of non- conscious signals Copyright © Martin Lindstrom 2008
  • 21. Copyright © Martin Lindstrom 2008
  • 22. Marlboro BRAND sense by Martin Lindstrom
  • 23. Priming BRAND sense by Martin Lindstrom
  • 24. Priming BRAND sense by Martin Lindstrom
  • 25. Priming BRAND sense by Martin Lindstrom
  • 26. Priming BRAND sense by Martin Lindstrom
  • 27. Smash Your Brand BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 28. ure Pictu Smash x Your Picture Brand™ BRAND Smell sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 29. The ear phones BRAND sense by Martin Lindstrom
  • 30. adidas BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 31. The most powerful ad of them all all. Copyright © Martin Lindstrom 2008
  • 32. Ironically, this is less po erf l powerful. Copyright © Martin Lindstrom 2008
  • 33. While we’re awake, we’re affected ’ ff t d every second by subliminal signals … Copyright © Martin Lindstrom 2008
  • 34. Somatic Markers Copyright © Martin Lindstrom 2008
  • 35. Sticking to the mind… mind Copyright © Martin Lindstrom 2008
  • 36. Or remember ? remember…? Copyright © Martin Lindstrom 2008
  • 37. Socrates and his students Copyright © Martin Lindstrom 2008
  • 38. The result – the creation of a Somatic Brand Marker. Copyright © Martin Lindstrom 2008
  • 39. A toy store store… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 40. …or a Somatic o So at c Marker toy store BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 41. A Fence Hire Company… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 42. …or a Somatic Marker Fence Hire Company BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 43. It is of course course… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 44. Australia’s ECO Somatic Marker BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 45. Denmark's Liberal Somatic Marker BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  • 46. The l t Th value transfer… f
  • 47. Sensory System Primary visual cortex Primary auditory cortex Parietal P i t l cortex t ward tion & rew Hippocampus Amygdala DLPFC mory, emot VLPFC Orbitofrontal cortex Mem Copyright © Martin Lindstrom 2008
  • 48. TURKEY SWITZERLAND Copyright © Martin Lindstrom 2008
  • 49. Vorsprung durch Technik Copyright © Martin Lindstrom 2008
  • 50. Positive Somatic Marker Source Vorsprung durch Own Quality Consistency Trust approvedd experience i Technik Copyright © Martin Lindstrom 2008
  • 51. Quality Source approvedd Own experience i ? Consistency Trust Copyright © Martin Lindstrom 2008
  • 52. 100% DING TRY BRAND 2015 VS. TODAY 2015 TODAY 80 Germany U.S. US COUNT 60 UK Switzerland Canada New Zealand France Australia Italy Peru 40 Norway Japan Sweden Spain Denmark Singapore China Mexico Taiwan Indonesia 20 Brazil Thailand UAE Greece India 0 COUNTRY OF ORIGIN AS A BRANDING STATEMENT Moderate nt Heavy e Limited Zero y d o Importan Copyright © Martin Lindstrom 2008
  • 53. 2. 1. Which Smashable What sets your components country aside from should be the rest of the associated with world? your country in the future? 4 points to 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 consider 3. Create Somatic 4. Markers securing a Craft a strategy for true ownership of the commercial your message brands to leverage the country brand at the same time as building the overall country image 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Copyright © Martin Lindstrom 2008
  • 54. “Tell “T ll me and I’ll d forget. Show me and I might Benjamin Franklin remember. Involve me and I’ll understand!” BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008

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