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Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
Price: $65,100 $67,100 $63,000 $64,200
Engine: 2793cc 2997cc 2967cc 2959cc
Cylinders: 6 ...
Copyright © Martin Lindstrom 2008
Brands are not built
in a factory – they’re
built in our minds
Copyright © Martin Lindst...
Copyright © Martin Lindstrom 2008
UNITE
BELONG
EXPRESS
RECRUIT
Copyright © Martin Lindstrom 2008
What’s the secret
behind these brands?
Copyright © Martin Lindstrom 2008
Hippocampus
Amygdala/
Orbitofrontal cortex
Anterior Cingulate
Parietal lobe
Frontal lobe...
Copyright © Martin Lindstrom 2008
Holistic Selling
Proposition
Copyright © Martin Lindstrom 2008
We recruited
1,000 Christians…
Copyright © Martin Lindstrom 2008
Some brands
might help us to
find out…
Copyright © Martin Lindstrom 2008
Some brands
might help us to
find out…
Copyright © Martin Lindstrom 2008
Some brands
might help us to
find out…
Copyright © Martin Lindstrom 2008
But how come…?
Copyright © Martin Lindstrom 2008
We decided to
dive into our
subconscious mind –
using spirituality as
our guide…
Copyright © Martin Lindstrom 2008
First we selected 12
holistic brands…
Copyright © Martin Lindstrom 2008
…and 12 non
holistic brands…
Copyright © LINDSTROM company 2005
2042 years 3300-40000 years 3500 years
1387 years 910 years 2500 years
3509 years 2509 ...
Copyright © Martin Lindstrom 2008
And tested them
against the faith
of religion
Copyright © Martin Lindstrom 2008
41 percent
correlation between
holistic brands and
religious faith.
BRANDscan 0248343

...
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
Symbols
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery...
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
A clear vision
Storytelling
Sensory appeal
Symbols
Power...
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
Each of the religious
pillars are synergistic
interlinked
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
A clear vision
Storytelling
Sensory appeal
Symbols
Power...
Copyright © Martin Lindstrom
2,098 brain
scans since 2007
Copyright © Martin Lindstrom
We’re a business and
an end-consumer at
the same time.
Copyright © Martin Lindstrom
Amazon
Apple
Copyright © Martin Lindstrom
Taking Apple as a
case. Imagine if their
vision was..
Copyright © Martin Lindstrom
Apple’s vision
according to Arla“We’re selling user-
friendly and well-
designed computers.”
Copyright © Martin Lindstrom
Apple would have been
16% of its current size
(including iPad)
($29.12 billion in computer sa...
Copyright © Martin Lindstrom
I’m not indicating...
Three stylish colours
Copyright © Martin Lindstrom
Or...
Copyright © Martin Lindstrom
Or...
Copyright © Martin Lindstrom
What if it were...
We’re selling
user-friendly computers
and portable music
systems
Copyright © Martin Lindstrom
Apple would have been
28% of its current size
($50.96 billion in sales)
Copyright © Martin Lindstrom
So, what is Apple in
the year 2014?
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
2014 revenue: US$ 182 billion
Copyright © Martin Lindstrom
Their vision?
Copyright © Martin Lindstrom
Man is the creator of
change in this world.
As such, he should
be above systems
and structure...
Copyright © Martin Lindstrom
The better we are at
touching people’s
hearts, the better we are
at creating engagement
— no ...
Copyright © Martin Lindstrom
Your starting
point needs to be
the emotional
end goal.
Copyright © Martin Lindstrom
Remember…?
Copyright © Martin Lindstrom
Roller Bearings!
Copyright © Martin Lindstrom
SKF
We reduce friction
to help you move
the world forward.
Copyright © Martin Lindstrom
We reduce
friction to help you
move the world
forward
ex
SKF
”
“
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom Virgin ex
Copyright © Martin Lindstrom
We are a branded
venture capital
company.
Copyright © Martin Lindstrom
There should be more
tolerance toward other
cultures, languages,
religions, and sexual
practi...
Copyright © Martin Lindstrom
Be together,
wherever you are.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
We help dreamers
dream.
Copyright © Martin Lindstrom
Credit Lyonnais
(Bank)
You can only be a
partner with someone
you think of
as an equal.
Copyright © Martin Lindstrom
ERAM (Shoes)
It’s crazy to spend a
lot of money on
fashion that is
always changing.
Copyright © Martin Lindstrom
IBM
Solutions for a
small planet
Copyright © Martin Lindstrom
xx
Reveals the point of view that the brand has on
the world in which it stands. Its reason f...
Copyright © Martin Lindstrom
If I had more time, I
would have written a
shorter letter.
Blaise Pascal
Copyright © Martin Lindstrom
So what really
defines a powerful
vision?
Copyright © Martin Lindstrom
1. It lifts your
products or services
to a emotional level.
Copyright © Martin Lindstrom
We’re selling hope.
L’Oréal
Copyright © Martin Lindstrom
2. It makes you see
things in
a different light.
Copyright © Martin Lindstrom
Green Bay Packers
(leading USA football team)
Inches make
champions.
Copyright © Martin Lindstrom
To bring inspiration
and innovation to
every athlete in the
world. If you have a
body, you ar...
Copyright © Martin Lindstrom
One can embrace
either a static or a
dynamic way of
seeing the world.
Copyright © Martin Lindstrom
3. It showcases
the added value
the brand adds
to the world.
Copyright © Martin Lindstrom
LEGO
A new toy every day.
Copyright © Martin Lindstrom
Everyone's
Private Driver.
UBER
Copyright © Martin Lindstrom
4. It sets the bar
high…very high.
Copyright © Martin Lindstrom
To organize all the
world's information
and make it
universally
accessible and
useful.
Copyright © Martin Lindstrom
To put a computer
on every desk and in
every home.
Up until 2002
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Web Digital
Copyright © Martin Lindstrom
Webdigital
Copyright © Martin Lindstrom
Webdigital
Copyright © Martin Lindstrom
Webdigital
Copyright © Martin Lindstrom
Webdigital
Copyright © Martin Lindstrom
Webdigital
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
Your starting
point needs to be
the emotional
end goal…
Copyright © Martin Lindstrom
Stories help people
understand action by
providing a coherent
framework, a unified whole.
Sto...
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Supporting
the claim
Spreading
the word
Living it
Your
foundational
values
Brand vision
What ...
Copyright © Martin Lindstrom
Alfred Hitchcock’s
second script…
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Theatre of
the stage
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Stories make things
come to life
Adjacencies
Copyright © Martin Lindstrom
Theatre of
the stage
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
DCS
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Dcs plus
Copyright © Martin Lindstrom
Powerful storytelling
needs a foundation
Pause button
Copyright © Martin Lindstrom
Some of the world’s
most powerful
personality brands
own one single word.
Copyright © Martin Lindstrom
Caring
[insert picture of Oprah]
Copyright © Martin Lindstrom
Egocentric
[insert picture of Trump]
Copyright © Martin Lindstrom
A powerful personal
brand can always be
summarized in one
word.
Copyright © Martin Lindstrom
Mother Teresa
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Princess Diana
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Martin Luther King
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Gandhi
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Steve Jobs
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Walt Disney
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Richard Branson
[insert picture of Richard Branson]
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Virgin stands for
innovation, fun and a
sense of competitive
challenge
Copyright © Martin Lindstrom
A branded language…
Copyright © Martin Lindstrom
A branded language…
Copyright © Martin Lindstrom
A branded language…
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Hotel Senator
Copyright © Martin Lindstrom
Values can make or
break a brand
Copyright © Martin Lindstrom
Why do we buy a
Roomba?
Copyright © Martin Lindstrom
Single Free time RecreationEfficiencyBusy Symbols
Copyright © Martin Lindstrom
At first nothing
stood out
Copyright © Martin Lindstrom
But as we searched
his home unusual
Small Data began to
appear everywhere
Copyright © Martin Lindstrom
But as we searched
his home unusual
Small Data began to
appear everywhere
Copyright © Martin Lindstrom
…and even the
bathroom contained
some unusual Small
Dat
Copyright © Martin Lindstrom
A aquarium
(can you see the tiny detail?)
Copyright © Martin Lindstrom
A bobby hat
Copyright © Martin Lindstrom
…and a dog!
Copyright © Martin Lindstrom
A real wartime
U.S. flag
Copyright © Martin Lindstrom
… and then we
bumped into some
toys
Copyright © Martin Lindstrom
… and then we
bumped into some
toys
Copyright © Martin Lindstrom
Single Sensitive PartnerHumanBusy Symbols
Copyright © Martin Lindstrom
Entering online
communities we began
to notice thousands of
personalized Roombas
Copyright © Martin Lindstrom
Why are such minor
sound details so
powerful?
Copyright © Martin Lindstrom
X
Copyright © Martin Lindstrom
Welcome to the new
world of mirror
neurons
Copyright © Martin Lindstrom
…which explains
why a Roomba isn't
just an “it” but
either a “he” or a
“she”… Stats on gender...
Copyright © Martin Lindstrom
…and even
explains why 8 out
of 10 has given it a
name.
Furry
The Cleaner
Cool Carl
Whitie
Hu...
Copyright © Martin Lindstrom
We’re hardwired to
“humanize”
everything around
us – even a car!
Copyright © Martin Lindstrom
The Mini Cooper registered in
subjects’ brains as an adorable
face. It was a gleaming little
...
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
MINI
case
We’re 7 billion
people on planet
Earth – yet all of us
believe that we’re
very spec...
Copyright © Martin Lindstrom
It all comes down
to the usage of
subtle symbols
Copyright © Martin Lindstrom
And to use this
insight when creating
the proposition and
telling a story
Copyright © Martin Lindstrom
I’m a fan
1.
My favourite
sports team
2.
Sense of belonging
and Pepsi – when?
Copyright © Martin Lindstrom
Just like Innocent:
Don’t look at my
bottom
Copyright © Martin Lindstrom
And that was
where the problem
was…
Copyright © Martin Lindstrom
Single Sensitive CutenessHumanBusy Symbols
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
Lindab
Copyright © Martin Lindstrom
BIG
data
small
DATA
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
Thanks to our
phones we are
never altogether
present and never
completely alone
Martin Lindst...
Martin Lindstrom - Small Data - full day content for part 3 of 4 handout
Martin Lindstrom - Small Data - full day content for part 3 of 4 handout
Martin Lindstrom - Small Data - full day content for part 3 of 4 handout
Martin Lindstrom - Small Data - full day content for part 3 of 4 handout
Martin Lindstrom - Small Data - full day content for part 3 of 4 handout
Martin Lindstrom - Small Data - full day content for part 3 of 4 handout
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Martin Lindstrom - Small Data - full day content for part 3 of 4 handout

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A treia parte a prezentarii lui Martin Lindstrom, de la Conferinta organizata de Brand Minds, la Radisson, in data de 10.03.2016.

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Martin Lindstrom - Small Data - full day content for part 3 of 4 handout

  1. 1. Copyright © Martin Lindstrom 2008
  2. 2. Copyright © Martin Lindstrom 2008 Price: $65,100 $67,100 $63,000 $64,200 Engine: 2793cc 2997cc 2967cc 2959cc Cylinders: 6 6 6 6 Power: 198 bhp @ 218 bhp @ 240 bhp @ 226 bhp @ 5500 rmp 5800 rmp 6800 6200 rpm Transmission: 5 manual 5 auto 5 manual 6 manual Front suspension: MacPhers Double Double Double Rare suspension: Double Double Double Double transverse wishbones wishbones wishbones Weight: 1440 kg 1720 kg 1628 kg 1510 kg Max speed: 147 mph 143 mph 146 mph 1510 kg O-60 MPH: 7.3 secs 8.0 secs 6.8 secs 7.6 secs Fuel economy: 28.5 mpg 24.8 mpg 22.7 mpg 22.6 mpg Model A Model B Model C Model D Source: Car Magazine, April 2015
  3. 3. Copyright © Martin Lindstrom 2008 Brands are not built in a factory – they’re built in our minds Copyright © Martin Lindstrom 2010
  4. 4. Copyright © Martin Lindstrom 2008 UNITE BELONG EXPRESS RECRUIT
  5. 5. Copyright © Martin Lindstrom 2008 What’s the secret behind these brands?
  6. 6. Copyright © Martin Lindstrom 2008 Hippocampus Amygdala/ Orbitofrontal cortex Anterior Cingulate Parietal lobe Frontal lobe Ventrolateral frontal cortex Long term memory Effort Attention Working Memory Executive Emotion The Cool Spot (Broadmann Area 10) Amygdala/ Orbitofrontal cortexFear Temporal lobeUnderstanding
  7. 7. Copyright © Martin Lindstrom 2008 Holistic Selling Proposition
  8. 8. Copyright © Martin Lindstrom 2008 We recruited 1,000 Christians…
  9. 9. Copyright © Martin Lindstrom 2008 Some brands might help us to find out…
  10. 10. Copyright © Martin Lindstrom 2008 Some brands might help us to find out…
  11. 11. Copyright © Martin Lindstrom 2008 Some brands might help us to find out…
  12. 12. Copyright © Martin Lindstrom 2008 But how come…?
  13. 13. Copyright © Martin Lindstrom 2008 We decided to dive into our subconscious mind – using spirituality as our guide…
  14. 14. Copyright © Martin Lindstrom 2008 First we selected 12 holistic brands…
  15. 15. Copyright © Martin Lindstrom 2008 …and 12 non holistic brands…
  16. 16. Copyright © LINDSTROM company 2005 2042 years 3300-40000 years 3500 years 1387 years 910 years 2500 years 3509 years 2509 years ? The contrast of longevity is striking
  17. 17. Copyright © Martin Lindstrom 2008 And tested them against the faith of religion
  18. 18. Copyright © Martin Lindstrom 2008 41 percent correlation between holistic brands and religious faith. BRANDscan 0248343  // BRANDscan 038471
  19. 19. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 Symbols Evangelism Enemy Sensory appeal Grandeur Mystery A clear vision Storytelling Sense of belonging Rituals
  20. 20. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  21. 21. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 Each of the religious pillars are synergistic interlinked
  22. 22. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  23. 23. Copyright © Martin Lindstrom 2,098 brain scans since 2007
  24. 24. Copyright © Martin Lindstrom We’re a business and an end-consumer at the same time.
  25. 25. Copyright © Martin Lindstrom Amazon Apple
  26. 26. Copyright © Martin Lindstrom Taking Apple as a case. Imagine if their vision was..
  27. 27. Copyright © Martin Lindstrom Apple’s vision according to Arla“We’re selling user- friendly and well- designed computers.”
  28. 28. Copyright © Martin Lindstrom Apple would have been 16% of its current size (including iPad) ($29.12 billion in computer sales)
  29. 29. Copyright © Martin Lindstrom I’m not indicating... Three stylish colours
  30. 30. Copyright © Martin Lindstrom Or...
  31. 31. Copyright © Martin Lindstrom Or...
  32. 32. Copyright © Martin Lindstrom What if it were... We’re selling user-friendly computers and portable music systems
  33. 33. Copyright © Martin Lindstrom Apple would have been 28% of its current size ($50.96 billion in sales)
  34. 34. Copyright © Martin Lindstrom So, what is Apple in the year 2014?
  35. 35. Copyright © Martin Lindstrom
  36. 36. Copyright © Martin Lindstrom 2014 revenue: US$ 182 billion
  37. 37. Copyright © Martin Lindstrom Their vision?
  38. 38. Copyright © Martin Lindstrom Man is the creator of change in this world. As such, he should be above systems and structures, and not subordinate to them.Apple 1984
  39. 39. Copyright © Martin Lindstrom The better we are at touching people’s hearts, the better we are at creating engagement — no matter whether they’re operating in B2B or B2C.
  40. 40. Copyright © Martin Lindstrom Your starting point needs to be the emotional end goal.
  41. 41. Copyright © Martin Lindstrom Remember…?
  42. 42. Copyright © Martin Lindstrom Roller Bearings!
  43. 43. Copyright © Martin Lindstrom SKF We reduce friction to help you move the world forward.
  44. 44. Copyright © Martin Lindstrom We reduce friction to help you move the world forward ex SKF ” “
  45. 45. Copyright © Martin Lindstrom
  46. 46. Copyright © Martin Lindstrom
  47. 47. Copyright © Martin Lindstrom Virgin ex
  48. 48. Copyright © Martin Lindstrom We are a branded venture capital company.
  49. 49. Copyright © Martin Lindstrom There should be more tolerance toward other cultures, languages, religions, and sexual practices.
  50. 50. Copyright © Martin Lindstrom Be together, wherever you are.
  51. 51. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 We help dreamers dream.
  52. 52. Copyright © Martin Lindstrom Credit Lyonnais (Bank) You can only be a partner with someone you think of as an equal.
  53. 53. Copyright © Martin Lindstrom ERAM (Shoes) It’s crazy to spend a lot of money on fashion that is always changing.
  54. 54. Copyright © Martin Lindstrom IBM Solutions for a small planet
  55. 55. Copyright © Martin Lindstrom xx Reveals the point of view that the brand has on the world in which it stands. Its reason for being. The reason the company is in business beyond making money. The vision reflects the passion of the founders or leaders.
  56. 56. Copyright © Martin Lindstrom If I had more time, I would have written a shorter letter. Blaise Pascal
  57. 57. Copyright © Martin Lindstrom So what really defines a powerful vision?
  58. 58. Copyright © Martin Lindstrom 1. It lifts your products or services to a emotional level.
  59. 59. Copyright © Martin Lindstrom We’re selling hope. L’Oréal
  60. 60. Copyright © Martin Lindstrom 2. It makes you see things in a different light.
  61. 61. Copyright © Martin Lindstrom Green Bay Packers (leading USA football team) Inches make champions.
  62. 62. Copyright © Martin Lindstrom To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.
  63. 63. Copyright © Martin Lindstrom One can embrace either a static or a dynamic way of seeing the world.
  64. 64. Copyright © Martin Lindstrom 3. It showcases the added value the brand adds to the world.
  65. 65. Copyright © Martin Lindstrom LEGO A new toy every day.
  66. 66. Copyright © Martin Lindstrom Everyone's Private Driver. UBER
  67. 67. Copyright © Martin Lindstrom 4. It sets the bar high…very high.
  68. 68. Copyright © Martin Lindstrom To organize all the world's information and make it universally accessible and useful.
  69. 69. Copyright © Martin Lindstrom To put a computer on every desk and in every home. Up until 2002
  70. 70. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Web Digital
  71. 71. Copyright © Martin Lindstrom Webdigital
  72. 72. Copyright © Martin Lindstrom Webdigital
  73. 73. Copyright © Martin Lindstrom Webdigital
  74. 74. Copyright © Martin Lindstrom Webdigital
  75. 75. Copyright © Martin Lindstrom Webdigital
  76. 76. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  77. 77. Copyright © Martin Lindstrom Your starting point needs to be the emotional end goal…
  78. 78. Copyright © Martin Lindstrom Stories help people understand action by providing a coherent framework, a unified whole. Stories bypass reason, and go directly to our unconscious.
  79. 79. Copyright © Martin Lindstrom
  80. 80. Copyright © Martin Lindstrom
  81. 81. Copyright © Martin Lindstrom
  82. 82. Copyright © Martin Lindstrom Supporting the claim Spreading the word Living it Your foundational values Brand vision What makes your brand different?
  83. 83. Copyright © Martin Lindstrom Alfred Hitchcock’s second script…
  84. 84. Copyright © Martin Lindstrom x
  85. 85. Copyright © Martin Lindstrom Theatre of the stage
  86. 86. Copyright © Martin Lindstrom
  87. 87. Copyright © Martin Lindstrom
  88. 88. Copyright © Martin Lindstrom Stories make things come to life Adjacencies
  89. 89. Copyright © Martin Lindstrom Theatre of the stage
  90. 90. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com DCS
  91. 91. Copyright © Martin Lindstrom Dcs plus
  92. 92. Copyright © Martin Lindstrom Dcs plus
  93. 93. Copyright © Martin Lindstrom Dcs plus
  94. 94. Copyright © Martin Lindstrom Dcs plus
  95. 95. Copyright © Martin Lindstrom Dcs plus
  96. 96. Copyright © Martin Lindstrom Dcs plus
  97. 97. Copyright © Martin Lindstrom Dcs plus
  98. 98. Copyright © Martin Lindstrom Dcs plus
  99. 99. Copyright © Martin Lindstrom Dcs plus
  100. 100. Copyright © Martin Lindstrom Powerful storytelling needs a foundation Pause button
  101. 101. Copyright © Martin Lindstrom Some of the world’s most powerful personality brands own one single word.
  102. 102. Copyright © Martin Lindstrom Caring [insert picture of Oprah]
  103. 103. Copyright © Martin Lindstrom Egocentric [insert picture of Trump]
  104. 104. Copyright © Martin Lindstrom A powerful personal brand can always be summarized in one word.
  105. 105. Copyright © Martin Lindstrom Mother Teresa
  106. 106. Copyright © Martin Lindstrom x
  107. 107. Copyright © Martin Lindstrom Princess Diana
  108. 108. Copyright © Martin Lindstrom x
  109. 109. Copyright © Martin Lindstrom Martin Luther King
  110. 110. Copyright © Martin Lindstrom x
  111. 111. Copyright © Martin Lindstrom Gandhi
  112. 112. Copyright © Martin Lindstrom x
  113. 113. Copyright © Martin Lindstrom Steve Jobs
  114. 114. Copyright © Martin Lindstrom x
  115. 115. Copyright © Martin Lindstrom Walt Disney
  116. 116. Copyright © Martin Lindstrom x
  117. 117. Copyright © Martin Lindstrom Richard Branson [insert picture of Richard Branson]
  118. 118. Copyright © Martin Lindstrom x
  119. 119. Copyright © Martin Lindstrom Virgin stands for innovation, fun and a sense of competitive challenge
  120. 120. Copyright © Martin Lindstrom A branded language…
  121. 121. Copyright © Martin Lindstrom A branded language…
  122. 122. Copyright © Martin Lindstrom A branded language…
  123. 123. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Hotel Senator
  124. 124. Copyright © Martin Lindstrom Values can make or break a brand
  125. 125. Copyright © Martin Lindstrom Why do we buy a Roomba?
  126. 126. Copyright © Martin Lindstrom Single Free time RecreationEfficiencyBusy Symbols
  127. 127. Copyright © Martin Lindstrom At first nothing stood out
  128. 128. Copyright © Martin Lindstrom But as we searched his home unusual Small Data began to appear everywhere
  129. 129. Copyright © Martin Lindstrom But as we searched his home unusual Small Data began to appear everywhere
  130. 130. Copyright © Martin Lindstrom …and even the bathroom contained some unusual Small Dat
  131. 131. Copyright © Martin Lindstrom A aquarium (can you see the tiny detail?)
  132. 132. Copyright © Martin Lindstrom A bobby hat
  133. 133. Copyright © Martin Lindstrom …and a dog!
  134. 134. Copyright © Martin Lindstrom A real wartime U.S. flag
  135. 135. Copyright © Martin Lindstrom … and then we bumped into some toys
  136. 136. Copyright © Martin Lindstrom … and then we bumped into some toys
  137. 137. Copyright © Martin Lindstrom Single Sensitive PartnerHumanBusy Symbols
  138. 138. Copyright © Martin Lindstrom Entering online communities we began to notice thousands of personalized Roombas
  139. 139. Copyright © Martin Lindstrom Why are such minor sound details so powerful?
  140. 140. Copyright © Martin Lindstrom X
  141. 141. Copyright © Martin Lindstrom Welcome to the new world of mirror neurons
  142. 142. Copyright © Martin Lindstrom …which explains why a Roomba isn't just an “it” but either a “he” or a “she”… Stats on gender split 90% Male
  143. 143. Copyright © Martin Lindstrom …and even explains why 8 out of 10 has given it a name. Furry The Cleaner Cool Carl Whitie Hurricane
  144. 144. Copyright © Martin Lindstrom We’re hardwired to “humanize” everything around us – even a car!
  145. 145. Copyright © Martin Lindstrom The Mini Cooper registered in subjects’ brains as an adorable face. It was a gleaming little person, Bambi on four wheels, or Pikachu with an exhaust pipe. You just wanted to pinch its little fat metallic cheeks, then drive it away [insert fMRI pic]
  146. 146. Copyright © Martin Lindstrom
  147. 147. Copyright © Martin Lindstrom MINI case We’re 7 billion people on planet Earth – yet all of us believe that we’re very special
  148. 148. Copyright © Martin Lindstrom It all comes down to the usage of subtle symbols
  149. 149. Copyright © Martin Lindstrom And to use this insight when creating the proposition and telling a story
  150. 150. Copyright © Martin Lindstrom I’m a fan 1. My favourite sports team 2. Sense of belonging and Pepsi – when?
  151. 151. Copyright © Martin Lindstrom Just like Innocent: Don’t look at my bottom
  152. 152. Copyright © Martin Lindstrom And that was where the problem was…
  153. 153. Copyright © Martin Lindstrom Single Sensitive CutenessHumanBusy Symbols
  154. 154. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Lindab
  155. 155. Copyright © Martin Lindstrom Lindab
  156. 156. Copyright © Martin Lindstrom Lindab
  157. 157. Copyright © Martin Lindstrom Lindab
  158. 158. Copyright © Martin Lindstrom Lindab
  159. 159. Copyright © Martin Lindstrom Lindab
  160. 160. Copyright © Martin Lindstrom Lindab
  161. 161. Copyright © Martin Lindstrom Lindab
  162. 162. Copyright © Martin Lindstrom Lindab
  163. 163. Copyright © Martin Lindstrom BIG data small DATA
  164. 164. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  165. 165. Copyright © Martin Lindstrom Thanks to our phones we are never altogether present and never completely alone Martin Lindstrom

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