Made in…
by Martin Lindstrom
Smash Your B
 S   hY     Brand
                d




Country Branding?




                Copyright © Martin Lindstrom 20...
Why?
Wh ?
The King f O
Th Ki of Orange



    BRAND
    sense
    by Martin Lindstrom




                          Copyright © 2003...
Smash Your B
S   hY     Brand
               d



   Irish dirt:
  $58 per kilo




                 Copyright © Martin Li...
Paris =
Louis Vuitton




           Copyright © 2006 LINDSTROM company
80%* of
          %
    Louis Vuitton’s
   global sales take
    place in Japan
(72% of all Japanese girls
 prefers their ...
Swiss Made…
      Made




         Copyright © 2006 LINDSTROM company
RATIONAL
                       VS.
                       VS
EMOTIONAL
 BRAND
 sense
 by Martin Lindstrom
Do you always
take the paper
 second from
   the top?
         p




                 Copyright © Martin Lindstrom 2008
Our non-consciousness
    non consciousness



       BRAND
       sense
       by Martin Lindstrom
Neuromarketing




             Copyright © Martin Lindstrom 2008
We’re as
 advanced as
Columbus was
   in 1492.




               Copyright © Martin Lindstrom 2008
Frontal lobe
                         Executive                    Anterior Cingulate
                                    ...
What if Chanel were:
”Made in Baden-Baden”?   Chanel
                          Baden-Baden
Posterior cingulate



Country sound =
   Emotional
 engagement =
                                                  Visual...
77% increase




           Copyright © Martin Lindstrom 2009
The t ti
Th starting point…
              i t
MY INDONESIA – JUST A SMILE AWAY




                                             MALAYSIA TRULY ASIA


  The wrong g
star...
The power of non-
 conscious signals




               Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
Marlboro



 BRAND
 sense
 by Martin Lindstrom
Priming



BRAND
sense
by Martin Lindstrom
Priming



BRAND
sense
by Martin Lindstrom
Priming



BRAND
sense
by Martin Lindstrom
Priming



BRAND
sense
by Martin Lindstrom
Smash Your Brand



     BRAND
     sense
     by Martin Lindstrom




                           Copyright © Martin Linds...
ure
                                       Pictu
                            Smash
                      x      Your      ...
The ear phones



   BRAND
   sense
   by Martin Lindstrom
adidas



BRAND
sense
by Martin Lindstrom




                      Copyright © Martin Lindstrom 2008
The most powerful
  ad of them all
             all.




               Copyright © Martin Lindstrom 2008
Ironically, this is
  less po erf l
       powerful.




                  Copyright © Martin Lindstrom 2008
While we’re awake,
  we’re affected
     ’   ff t d
 every second by
    subliminal
    signals …




               Copyr...
Somatic Markers




              Copyright © Martin Lindstrom 2008
Sticking to the
    mind…
    mind




                  Copyright © Martin Lindstrom 2008
Or remember ?
   remember…?




            Copyright © Martin Lindstrom 2008
Socrates and his
   students




               Copyright © Martin Lindstrom 2008
The result – the
  creation of a
 Somatic Brand
     Marker.




               Copyright © Martin Lindstrom 2008
A toy store
      store…



   BRAND
   sense
   by Martin Lindstrom




                         Copyright © Martin Linds...
…or a Somatic
  o So at c
Marker toy store


    BRAND
    sense
     by Martin Lindstrom




                           C...
A Fence Hire
Company…

   BRAND
   sense
   by Martin Lindstrom




                         Copyright © Martin Lindstrom ...
…or a Somatic
Marker Fence
Hire Company

    BRAND
    sense
    by Martin Lindstrom




                          Copyrig...
It is of course
         course…



    BRAND
    sense
    by Martin Lindstrom




                          Copyright © ...
Australia’s ECO
Somatic Marker


    BRAND
    sense
    by Martin Lindstrom




                          Copyright © Mar...
Denmark's
Liberal Somatic
    Marker

    BRAND
    sense
    by Martin Lindstrom




                          Copyright ...
The l t
Th value transfer…
              f
Sensory System


                           Primary visual cortex
                           Primary auditory cortex
     ...
TURKEY                                       SWITZERLAND




         Copyright © Martin Lindstrom 2008
Vorsprung durch
    Technik




              Copyright © Martin Lindstrom 2008
Positive Somatic Marker




           Source     Vorsprung durch
                           Own
Quality                  ...
Quality    Source
          approvedd
                          Own
                       experience
                    ...
100%

                   DING
           TRY BRAND
                                                            2015 VS. TO...
2.
                                          1.                               Which Smashable
                            ...
“Tell
                                                     “T ll me and I’ll
                                             ...
PresentacióN Martin Lindstrom
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PresentacióN Martin Lindstrom

  1. 1. Made in… by Martin Lindstrom
  2. 2. Smash Your B S hY Brand d Country Branding? Copyright © Martin Lindstrom 2008
  3. 3. Why? Wh ?
  4. 4. The King f O Th Ki of Orange BRAND sense by Martin Lindstrom Copyright © 2003 MartinLindstrom.com & Millward Brown blue
  5. 5. Smash Your B S hY Brand d Irish dirt: $58 per kilo Copyright © Martin Lindstrom 2008
  6. 6. Paris = Louis Vuitton Copyright © 2006 LINDSTROM company
  7. 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. 8. Swiss Made… Made Copyright © 2006 LINDSTROM company
  9. 9. RATIONAL VS. VS EMOTIONAL BRAND sense by Martin Lindstrom
  10. 10. Do you always take the paper second from the top? p Copyright © Martin Lindstrom 2008
  11. 11. Our non-consciousness non consciousness BRAND sense by Martin Lindstrom
  12. 12. Neuromarketing Copyright © Martin Lindstrom 2008
  13. 13. We’re as advanced as Columbus was in 1492. Copyright © Martin Lindstrom 2008
  14. 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. 15. What if Chanel were: ”Made in Baden-Baden”? Chanel Baden-Baden
  16. 16. Posterior cingulate Country sound = Emotional engagement = Visual cortex Consumer preference Copyright © Martin Lindstrom 2009
  17. 17. 77% increase Copyright © Martin Lindstrom 2009
  18. 18. The t ti Th starting point… i t
  19. 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. 20. The power of non- conscious signals Copyright © Martin Lindstrom 2008
  21. 21. Copyright © Martin Lindstrom 2008
  22. 22. Marlboro BRAND sense by Martin Lindstrom
  23. 23. Priming BRAND sense by Martin Lindstrom
  24. 24. Priming BRAND sense by Martin Lindstrom
  25. 25. Priming BRAND sense by Martin Lindstrom
  26. 26. Priming BRAND sense by Martin Lindstrom
  27. 27. Smash Your Brand BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  28. 28. ure Pictu Smash x Your Picture Brand™ BRAND Smell sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  29. 29. The ear phones BRAND sense by Martin Lindstrom
  30. 30. adidas BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  31. 31. The most powerful ad of them all all. Copyright © Martin Lindstrom 2008
  32. 32. Ironically, this is less po erf l powerful. Copyright © Martin Lindstrom 2008
  33. 33. While we’re awake, we’re affected ’ ff t d every second by subliminal signals … Copyright © Martin Lindstrom 2008
  34. 34. Somatic Markers Copyright © Martin Lindstrom 2008
  35. 35. Sticking to the mind… mind Copyright © Martin Lindstrom 2008
  36. 36. Or remember ? remember…? Copyright © Martin Lindstrom 2008
  37. 37. Socrates and his students Copyright © Martin Lindstrom 2008
  38. 38. The result – the creation of a Somatic Brand Marker. Copyright © Martin Lindstrom 2008
  39. 39. A toy store store… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  40. 40. …or a Somatic o So at c Marker toy store BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  41. 41. A Fence Hire Company… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  42. 42. …or a Somatic Marker Fence Hire Company BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  43. 43. It is of course course… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  44. 44. Australia’s ECO Somatic Marker BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  45. 45. Denmark's Liberal Somatic Marker BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
  46. 46. The l t Th value transfer… f
  47. 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. 48. TURKEY SWITZERLAND Copyright © Martin Lindstrom 2008
  49. 49. Vorsprung durch Technik Copyright © Martin Lindstrom 2008
  50. 50. Positive Somatic Marker Source Vorsprung durch Own Quality Consistency Trust approvedd experience i Technik Copyright © Martin Lindstrom 2008
  51. 51. Quality Source approvedd Own experience i ? Consistency Trust Copyright © Martin Lindstrom 2008
  52. 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. 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. 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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