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by Martin Lindstrom
Building a
brand religion
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
Smash Your Brand
What’s really going on
in our brains?
Copyright © Martin Lindstrom
It all began in
1975…
Copyright © Martin Lindstrom
In 2004 the secret was
revealed…
Copyright © Martin Lindstrom
In blind tasting
tests, consumers
preferred the taste
of Pepsi but…
Experiment
#1
Copyright © Martin Lindstrom
…when the brand
name was
revealed, the
respondents’
taste preference
changed
Experiment
#2
Copyright © Martin Lindstrom
Beer is just as
irrational as…
Copyright © Martin Lindstrom
Everyone
fundamentally
dislike beer the first
time they taste it
Copyright © Martin Lindstrom
Just as we
fundamentally
dislike coffee the
first time we taste it
Copyright © Martin Lindstrom
Beverage + emotions =
bonding
Copyright © Martin Lindstrom
Beverage is an enabler
to initiate a
transformation into a
predefined framework
of how to act...
Copyright © Martin Lindstrom
All blind tests shows
that we fundamentally
hate the taste of
Red Bull
Copyright © Martin Lindstrom
So why is the energy
drink category the
fastest growing
beverage segment with
Red Bull as the...
Copyright © Martin Lindstrom
Stimulation
Excitement
Youthful
Stimulation
Excitement
Youthful
IbizaEveryday
life
Red Bull
Copyright © Martin Lindstrom
More associations,
more loyal…
1 2 3
60
50
40
30
20
10
0
%
Senses
Copyright © Martin Lindstrom
Coca-Cola 1995
Flavor
Aroma
Auditory
Visual
Tactile
Coca-Cola 2015
Copyright © Martin Lindstrom
Touching makes
us tip more…
Source: Kleinke 1977
Copyright © Martin Lindstrom
People are more
likely to provide
help when
touched
Source: Gueguen 2003
Copyright © Martin Lindstrom
When strangers
were touched
lightly on the arm
they helped the
person up from
63% to 90%
Sour...
Copyright © Martin Lindstrom
When selling a second
hand car – those
touched for
1 second rated the seller
as more sincere,...
Copyright © Martin Lindstrom
Orbitofrontal
cortex: Preference
Posterior cingulate
(attention and auditory
memory)
Visual c...
Copyright © Martin Lindstrom
TASTE TEST of grape,
lemon-lime, cherry and
orange drinks
Color and flavor switched
Percentag...
Copyright © Martin Lindstrom
Anything in
common?
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Pick, click and run
vs.
Sensory shopping
Copyright © Martin Lindstrom
Pick, click and run
=
Commodity products
=
Scrutinized margins
Copyright © Martin Lindstrom
Sensory shopping
=
Inspirational
entertainment
=
Premium margins
Copyright © Martin Lindstrom
TEMPTATIONTRANSITION
Copyright © Martin Lindstrom
Let’s introduce the
epicenter strategy
Copyright © Martin Lindstrom
Green
house
Theatre
Adjacencies
Breakfast
Salad
Pick N Prep
Packaged goods
Babyfoo
d
Fresh
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
1.
Copyright © Martin Lindstrom
1.
Copyright © Martin Lindstrom
1.
Copyright © Martin Lindstrom
Even a bank can
be sensory
Copyright © Martin Lindstrom
Even a bank can
be sensory
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Imoteca
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
But this is far from the
full story…
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Marlboro
Copyright © Martin Lindstrom
Priming
Copyright © Martin Lindstrom
Priming
Copyright © Martin Lindstrom
Priming
Copyright © Martin Lindstrom
The non-conscious
effect…
Anterior cingulate
(attention)
Copyright © Martin Lindstrom
Coolness
Excitement
Status
Formula 1 Brand
Copyright © Martin Lindstrom
Linkage
Copyright © Martin Lindstrom
We crave even
more when exposed
to Formula 1 than
when exposed to a
cigarette ad.
Anterior ci...
Copyright © Martin Lindstrom
But the most surprising
discovery comes here…
(Look carefully at this
billboard.)
Copyright © Martin Lindstrom
Now look at the billboard
one more time…
Copyright © Martin Lindstrom
It all began in 1915
Copyright © Martin Lindstrom
Shapes
Copyright © Martin Lindstrom
x
SoundColor
Smash
Your
Brand™
Color
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Rubbles Icons Colour
Eco SystemHandle Grid
STANLEY’S Smashable Design strategy
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Acadamy + Plus
Copyright © Martin Lindstrom
Academy+plus
Copyright © Martin Lindstrom
Academy+plus
Copyright © Martin Lindstrom
Academy+plus
Copyright © Martin Lindstrom
Academy+plus
Copyright © Martin Lindstrom
Academy+plus
Copyright © Martin Lindstrom
Academy+plus
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Logo
Symbols
Sensory
100%
Migrationready
0%
100% Smashable
Holistic
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
69 million
A choice of
brand is a clear
statement of
who you
are not!
“
”
[Pepsi]
[coke]
Copyright © Martin Lindstrom
Stating a opinion
Copyright © Martin Lindstrom
Attention grabbing..
Copyright © Martin Lindstrom
The second your
brand try to become
friends with
everyone – your
brand has watered
down
Copyright © Martin Lindstrom
Define who your
enemies are
Copyright © Martin Lindstrom
Our life is defined
on enemy pictures
Copyright © Martin Lindstrom
Three different
types of enemies
Copyright © Martin Lindstrom
The competitor
Copyright © Martin Lindstrom
Social trends
Copyright © Martin Lindstrom
Self invented
character
Copyright © Martin Lindstrom
Three types of enemies...
The competitior
Social trends
Character
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
Transperancy
blurres the world
Copyright © Martin Lindstrom
The next big thing –
offline communities
Copyright © Martin Lindstrom
Everyday routine
has killed the very
concept of
transformation
Picture of bedroom change
Copyright © Martin Lindstrom
But something far
more substantial
revealed an unusual
insight
Copyright © Martin Lindstrom
The respondents’
passwords
Copyright © Martin Lindstrom
Five years ago, people
averaged about 21
passwords. Now that
number is 81
Copyright © Martin Lindstrom
“We don’t just make
passwords a
meaningful experience,
at least based on the
data, it’s most ...
Copyright © Martin Lindstrom
Love is among the
most common verb
among passwords.
The most popular
adjectives are sexy,
hot...
Copyright © Martin Lindstrom
The things we no
longer have or which
are hard to reach –
often reflect what we
truly want
Copyright © Martin Lindstrom
Fiona Moriarty = 16:59
A competitive runner with a target time
of 16:59 for her 5,000 meters ...
Copyright © Martin Lindstrom
Quit@smoking4ever
Copyright © Martin Lindstrom
Save4trip@Thailand
Copyright © Martin Lindstrom
Facetime2mom@sunday
Copyright © Martin Lindstrom
Passwords protect
dreams, secrets, fears
and even clues to
troubled pasts, and for
some, they...
Copyright © Martin Lindstrom
We had to go back to
the core roots of the
community
Copyright © Martin Lindstrom
As here’s a piece of
frightening reality…
3rd place community
Copyright © Martin Lindstrom
We’re rarely
truly presentVIDEO
Copyright © Martin Lindstrom
IN GENERAL INSERT
MORE SLIDES
FEATURING THE
AMBIENCE FROM THE
STORE
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
“Passwords ritualize a
daily encounter with
personal memories that
often have no place else
t...
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
We all have two ages –
our inner age and our
real age
We all ha
Copyright © Martin Lindstrom
The day we for the first
time feel how it is to
be independent,
we stop growing
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
We’re rarely
truly presentVIDEO
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Carrefour
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Dlg Intermarketing
Dlg Intermarketing
Dlg Intermarketing
Dlg Intermarketing
Dlg Intermarketing
Dlg Intermarketing
Dlg Intermarketing
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
Let’s revisit some of
the icons…
Copyright © Martin Lindstrom
Martin Luther King
secured ownership of
“equality” by…
Copyright © Martin Lindstrom
1963
March on Washington
for Jobs and Freedom
Copyright © Martin Lindstrom
Diana secured her word
“peace” by
Copyright © Martin Lindstrom
1997
The International
Campaign to Ban
Landmines
Copyright © Martin Lindstrom
Gandhi secured his
word “compassion” by
Copyright © Martin Lindstrom
Non Violence Protest
to the British Raj &
the 1930 Salt March
Copyright © Martin Lindstrom
Somatic Markers
Copyright © Martin Lindstrom
Sticking to the
mind…
Copyright © Martin Lindstrom
Socrates and
his students
Copyright © Martin Lindstrom
The same is possible in
the commercial world.
Copyright © Martin Lindstrom
…or a Somatic
Marker toy store
A blender served as
a Somatic Marker
Copyright © Martin Lindstrom
Price-tag to get on
the world map:
$12 million
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Changing the
way we search
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Establishing
their own
proprietary
network
Copyright © Martin Lindstrom
KLM’s
somewhat lost
opportunity
Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Red international
Copyright © Martin Lindstrom
Red International
Copyright © Martin Lindstrom
Red International
Copyright © Martin Lindstrom
Red International
Copyright © Martin Lindstrom
Red International
Copyright © Martin Lindstrom
Just like key events
shaped the image of
brands… [insert picture of Volvo]
Copyright © Martin Lindstrom
Innovation
Copyright © Martin Lindstrom
Airbag
Seatbelt Dummy
Innovation
Copyright © Martin Lindstrom
SAFETY
Airbag
Seatbelt Dummy
Innovation
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
By Martin Lindstrom .com
A s u m m a r y . . .
Symbols
Evangelism
Enemy
Sensory appeal
Grande...
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
Copyright © Martin Lindstrom
The social organism
is nourished by
human expressions
Copyright © Martin Lindstrom
...it fundamentally
changes people’s
relationship with
brands
Copyright © Martin Lindstrom
It changes how we
store emotions
Copyright © Martin Lindstrom
The social organism’s
metabolism is the
exchange of emotions
Copyright © Martin Lindstrom
It changes the way
you move a nation
Copyright © Martin Lindstrom
Life evolves through
reproduction
Copyright © Martin Lindstrom
In the future
everyone will be
world-famous for
15 minutes.
Andy Warhol
Copyright © Martin Lindstrom
Every consumer
is about to
become a brand
Copyright © Martin Lindstrom
Facebook’s offer
to advertise
yourself on your
best friend’s page
(in order to be
noticed)
Copyright © Martin Lindstrom
In the future every
individual will carefully
nurture his personal
brand – just as
commercial...
Copyright © Martin Lindstrom
ThinkUp:
Your personal brand
online conscience
Copyright © Martin Lindstrom
MEDIA
MEDIA
MESSAGE
MESSAGE
TRUST
TRUST
BRAND CONSUMER
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom 2008
Campaign
Results
Campaign Results
Linear planning Interactive planning
?
Brand War-
Room...
Copyright © Martin Lindstrom 2008
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Post Modernis Museum
Copyright © Martin Lindstrom 2008
Postmodernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom 2008
PostModernism Museum
Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belong...
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
Rituals are
hardwired in our
brains
PICTURE OF PIGEON
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
A pint!
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
How five ducklings
put the Peabody
Hotel in Memphis on
t...
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
A branded ritual
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
Heavy
Important
Moderate
Limited
Zero
RITUAL
Cosmetics
T...
Copyright © Martin Lindstrom 2008
Engagement
Emotion
Symbol
Smashable links
Senses
HSP
Copyright © Martin Lindstrom 2008
Engagement
Emotion
Symbol
Smashable links
Senses
HSP
?
Copyright © Martin Lindstrom
;-)
=+ + +
Emotive
expressions
The
causation
Small Data
Embodied
cognition
Social trailsEmoti...
[ T H A N K Y O U ]
BRAND
More information at:
BRANDchild.com
MartinLindstrom.com
MillwardBrown.com
DualBook.com
by Martin...
Copyright © Martin Lindstrom
Let’s rewind to
the beginning of
this story
Copyright © Martin Lindstrom
Small Data
Copyright © Martin Lindstrom
Insert 6 summery points here
PAUSE
A clear vision
Storytelling
Sensory appeal
Symbols
Power f...
Tell me and I’ll
forget.
Show me and I
might remember.
Involve me and I’ll
understand.
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Martin Lindstrom - Small Data - full day part 4 of 4 romania version

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A parta 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 part 4 of 4 romania version

  1. 1. by Martin Lindstrom Building a brand religion
  2. 2. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  3. 3. Copyright © Martin Lindstrom Smash Your Brand What’s really going on in our brains?
  4. 4. Copyright © Martin Lindstrom It all began in 1975…
  5. 5. Copyright © Martin Lindstrom In 2004 the secret was revealed…
  6. 6. Copyright © Martin Lindstrom In blind tasting tests, consumers preferred the taste of Pepsi but… Experiment #1
  7. 7. Copyright © Martin Lindstrom …when the brand name was revealed, the respondents’ taste preference changed Experiment #2
  8. 8. Copyright © Martin Lindstrom Beer is just as irrational as…
  9. 9. Copyright © Martin Lindstrom Everyone fundamentally dislike beer the first time they taste it
  10. 10. Copyright © Martin Lindstrom Just as we fundamentally dislike coffee the first time we taste it
  11. 11. Copyright © Martin Lindstrom Beverage + emotions = bonding
  12. 12. Copyright © Martin Lindstrom Beverage is an enabler to initiate a transformation into a predefined framework of how to act. It’s the uniform
  13. 13. Copyright © Martin Lindstrom All blind tests shows that we fundamentally hate the taste of Red Bull
  14. 14. Copyright © Martin Lindstrom So why is the energy drink category the fastest growing beverage segment with Red Bull as the ultimate leader? Red bull pic
  15. 15. Copyright © Martin Lindstrom Stimulation Excitement Youthful Stimulation Excitement Youthful IbizaEveryday life Red Bull
  16. 16. Copyright © Martin Lindstrom More associations, more loyal… 1 2 3 60 50 40 30 20 10 0 % Senses
  17. 17. Copyright © Martin Lindstrom Coca-Cola 1995 Flavor Aroma Auditory Visual Tactile Coca-Cola 2015
  18. 18. Copyright © Martin Lindstrom Touching makes us tip more… Source: Kleinke 1977
  19. 19. Copyright © Martin Lindstrom People are more likely to provide help when touched Source: Gueguen 2003
  20. 20. Copyright © Martin Lindstrom When strangers were touched lightly on the arm they helped the person up from 63% to 90% Source: Gueguen 2003
  21. 21. Copyright © Martin Lindstrom When selling a second hand car – those touched for 1 second rated the seller as more sincere, friendly, honest, agreeable and kind. Source: Erceau and Gueguen 2007
  22. 22. Copyright © Martin Lindstrom Orbitofrontal cortex: Preference Posterior cingulate (attention and auditory memory) Visual cortex Superadditive Sound Vision Synergy BSC% 9.3
  23. 23. Copyright © Martin Lindstrom TASTE TEST of grape, lemon-lime, cherry and orange drinks Color and flavor switched Percentage able to identify the drink… [illustration of colored glasses] 30% McDonalds smell
  24. 24. Copyright © Martin Lindstrom Anything in common?
  25. 25. Copyright © Martin Lindstrom
  26. 26. Copyright © Martin Lindstrom Pick, click and run vs. Sensory shopping
  27. 27. Copyright © Martin Lindstrom Pick, click and run = Commodity products = Scrutinized margins
  28. 28. Copyright © Martin Lindstrom Sensory shopping = Inspirational entertainment = Premium margins
  29. 29. Copyright © Martin Lindstrom TEMPTATIONTRANSITION
  30. 30. Copyright © Martin Lindstrom Let’s introduce the epicenter strategy
  31. 31. Copyright © Martin Lindstrom Green house Theatre Adjacencies Breakfast Salad Pick N Prep Packaged goods Babyfoo d Fresh
  32. 32. Copyright © Martin Lindstrom
  33. 33. Copyright © Martin Lindstrom 1.
  34. 34. Copyright © Martin Lindstrom 1.
  35. 35. Copyright © Martin Lindstrom 1.
  36. 36. Copyright © Martin Lindstrom Even a bank can be sensory
  37. 37. Copyright © Martin Lindstrom Even a bank can be sensory
  38. 38. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Imoteca
  39. 39. Copyright © Martin Lindstrom Imoteca
  40. 40. Copyright © Martin Lindstrom Imoteca
  41. 41. Copyright © Martin Lindstrom Imoteca
  42. 42. Copyright © Martin Lindstrom Imoteca
  43. 43. Copyright © Martin Lindstrom Imoteca
  44. 44. Copyright © Martin Lindstrom Imoteca
  45. 45. Copyright © Martin Lindstrom Imoteca
  46. 46. Copyright © Martin Lindstrom Imoteca
  47. 47. Copyright © Martin Lindstrom Imoteca
  48. 48. Copyright © Martin Lindstrom Imoteca
  49. 49. Copyright © Martin Lindstrom Imoteca
  50. 50. Copyright © Martin Lindstrom
  51. 51. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  52. 52. Copyright © Martin Lindstrom But this is far from the full story…
  53. 53. Copyright © Martin Lindstrom
  54. 54. Copyright © Martin Lindstrom Marlboro
  55. 55. Copyright © Martin Lindstrom Priming
  56. 56. Copyright © Martin Lindstrom Priming
  57. 57. Copyright © Martin Lindstrom Priming
  58. 58. Copyright © Martin Lindstrom The non-conscious effect… Anterior cingulate (attention)
  59. 59. Copyright © Martin Lindstrom Coolness Excitement Status Formula 1 Brand
  60. 60. Copyright © Martin Lindstrom Linkage
  61. 61. Copyright © Martin Lindstrom We crave even more when exposed to Formula 1 than when exposed to a cigarette ad. Anterior cingulate (attention)
  62. 62. Copyright © Martin Lindstrom But the most surprising discovery comes here… (Look carefully at this billboard.)
  63. 63. Copyright © Martin Lindstrom Now look at the billboard one more time…
  64. 64. Copyright © Martin Lindstrom It all began in 1915
  65. 65. Copyright © Martin Lindstrom Shapes
  66. 66. Copyright © Martin Lindstrom x SoundColor Smash Your Brand™ Color
  67. 67. Copyright © Martin Lindstrom x
  68. 68. Copyright © Martin Lindstrom Rubbles Icons Colour Eco SystemHandle Grid STANLEY’S Smashable Design strategy
  69. 69. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Acadamy + Plus
  70. 70. Copyright © Martin Lindstrom Academy+plus
  71. 71. Copyright © Martin Lindstrom Academy+plus
  72. 72. Copyright © Martin Lindstrom Academy+plus
  73. 73. Copyright © Martin Lindstrom Academy+plus
  74. 74. Copyright © Martin Lindstrom Academy+plus
  75. 75. Copyright © Martin Lindstrom Academy+plus
  76. 76. Copyright © Martin Lindstrom
  77. 77. Copyright © Martin Lindstrom Logo Symbols Sensory 100% Migrationready 0% 100% Smashable Holistic
  78. 78. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  79. 79. Copyright © Martin Lindstrom 69 million A choice of brand is a clear statement of who you are not! “ ” [Pepsi] [coke]
  80. 80. Copyright © Martin Lindstrom Stating a opinion
  81. 81. Copyright © Martin Lindstrom Attention grabbing..
  82. 82. Copyright © Martin Lindstrom The second your brand try to become friends with everyone – your brand has watered down
  83. 83. Copyright © Martin Lindstrom Define who your enemies are
  84. 84. Copyright © Martin Lindstrom Our life is defined on enemy pictures
  85. 85. Copyright © Martin Lindstrom Three different types of enemies
  86. 86. Copyright © Martin Lindstrom The competitor
  87. 87. Copyright © Martin Lindstrom Social trends
  88. 88. Copyright © Martin Lindstrom Self invented character
  89. 89. Copyright © Martin Lindstrom Three types of enemies... The competitior Social trends Character
  90. 90. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  91. 91. Copyright © Martin Lindstrom Transperancy blurres the world
  92. 92. Copyright © Martin Lindstrom The next big thing – offline communities
  93. 93. Copyright © Martin Lindstrom Everyday routine has killed the very concept of transformation Picture of bedroom change
  94. 94. Copyright © Martin Lindstrom But something far more substantial revealed an unusual insight
  95. 95. Copyright © Martin Lindstrom The respondents’ passwords
  96. 96. Copyright © Martin Lindstrom Five years ago, people averaged about 21 passwords. Now that number is 81
  97. 97. Copyright © Martin Lindstrom “We don’t just make passwords a meaningful experience, at least based on the data, it’s most often an affectionate experience.” Source: Andy Miah, a professor of science communication and digital media at the University of Salford in England
  98. 98. Copyright © Martin Lindstrom Love is among the most common verb among passwords. The most popular adjectives are sexy, hot and pink. Source: University of Ontario Institute of Technology, study of the RockYou database
  99. 99. Copyright © Martin Lindstrom The things we no longer have or which are hard to reach – often reflect what we truly want
  100. 100. Copyright © Martin Lindstrom Fiona Moriarty = 16:59 A competitive runner with a target time of 16:59 for her 5,000 meters in track.
  101. 101. Copyright © Martin Lindstrom Quit@smoking4ever
  102. 102. Copyright © Martin Lindstrom Save4trip@Thailand
  103. 103. Copyright © Martin Lindstrom Facetime2mom@sunday
  104. 104. Copyright © Martin Lindstrom Passwords protect dreams, secrets, fears and even clues to troubled pasts, and for some, they serve as an everyday reminder of what matters most
  105. 105. Copyright © Martin Lindstrom We had to go back to the core roots of the community
  106. 106. Copyright © Martin Lindstrom As here’s a piece of frightening reality… 3rd place community
  107. 107. Copyright © Martin Lindstrom We’re rarely truly presentVIDEO
  108. 108. Copyright © Martin Lindstrom IN GENERAL INSERT MORE SLIDES FEATURING THE AMBIENCE FROM THE STORE
  109. 109. Copyright © Martin Lindstrom
  110. 110. Copyright © Martin Lindstrom
  111. 111. Copyright © Martin Lindstrom “Passwords ritualize a daily encounter with personal memories that often have no place else to be recalled. You lose that ritual - you lose an intimacy with yourself.” Andy Miah, professor of science communication and digital media University of Salford in England
  112. 112. Copyright © Martin Lindstrom
  113. 113. Copyright © Martin Lindstrom We all have two ages – our inner age and our real age We all ha
  114. 114. Copyright © Martin Lindstrom The day we for the first time feel how it is to be independent, we stop growing
  115. 115. Copyright © Martin Lindstrom
  116. 116. Copyright © Martin Lindstrom
  117. 117. Copyright © Martin Lindstrom We’re rarely truly presentVIDEO
  118. 118. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Carrefour
  119. 119. Copyright © Martin Lindstrom Carrefour
  120. 120. Copyright © Martin Lindstrom Carrefour
  121. 121. Copyright © Martin Lindstrom Carrefour
  122. 122. Copyright © Martin Lindstrom Carrefour
  123. 123. Copyright © Martin Lindstrom Carrefour
  124. 124. Copyright © Martin Lindstrom Carrefour
  125. 125. Copyright © Martin Lindstrom Carrefour
  126. 126. Copyright © Martin Lindstrom Carrefour
  127. 127. Copyright © Martin Lindstrom
  128. 128. Copyright © Martin Lindstrom Carrefour
  129. 129. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Dlg Intermarketing
  130. 130. Dlg Intermarketing
  131. 131. Dlg Intermarketing
  132. 132. Dlg Intermarketing
  133. 133. Dlg Intermarketing
  134. 134. Dlg Intermarketing
  135. 135. Dlg Intermarketing
  136. 136. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  137. 137. Copyright © Martin Lindstrom Let’s revisit some of the icons…
  138. 138. Copyright © Martin Lindstrom Martin Luther King secured ownership of “equality” by…
  139. 139. Copyright © Martin Lindstrom 1963 March on Washington for Jobs and Freedom
  140. 140. Copyright © Martin Lindstrom Diana secured her word “peace” by
  141. 141. Copyright © Martin Lindstrom 1997 The International Campaign to Ban Landmines
  142. 142. Copyright © Martin Lindstrom Gandhi secured his word “compassion” by
  143. 143. Copyright © Martin Lindstrom Non Violence Protest to the British Raj & the 1930 Salt March
  144. 144. Copyright © Martin Lindstrom Somatic Markers
  145. 145. Copyright © Martin Lindstrom Sticking to the mind…
  146. 146. Copyright © Martin Lindstrom Socrates and his students
  147. 147. Copyright © Martin Lindstrom The same is possible in the commercial world.
  148. 148. Copyright © Martin Lindstrom …or a Somatic Marker toy store A blender served as a Somatic Marker
  149. 149. Copyright © Martin Lindstrom Price-tag to get on the world map: $12 million
  150. 150. Copyright © Martin Lindstrom x
  151. 151. Copyright © Martin Lindstrom Changing the way we search
  152. 152. Copyright © Martin Lindstrom x
  153. 153. Copyright © Martin Lindstrom x
  154. 154. Copyright © Martin Lindstrom Establishing their own proprietary network
  155. 155. Copyright © Martin Lindstrom KLM’s somewhat lost opportunity
  156. 156. Copyright © Martin Lindstrom H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Red international
  157. 157. Copyright © Martin Lindstrom Red International
  158. 158. Copyright © Martin Lindstrom Red International
  159. 159. Copyright © Martin Lindstrom Red International
  160. 160. Copyright © Martin Lindstrom Red International
  161. 161. Copyright © Martin Lindstrom Just like key events shaped the image of brands… [insert picture of Volvo]
  162. 162. Copyright © Martin Lindstrom Innovation
  163. 163. Copyright © Martin Lindstrom Airbag Seatbelt Dummy Innovation
  164. 164. Copyright © Martin Lindstrom SAFETY Airbag Seatbelt Dummy Innovation
  165. 165. Copyright © Martin Lindstrom x
  166. 166. Copyright © Martin Lindstrom By Martin Lindstrom .com A s u m m a r y . . . Symbols Evangelism Enemy Sensory appeal Grandeur Mystery A clear vision Storytelling Sense of belonging Rituals
  167. 167. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  168. 168. Copyright © Martin Lindstrom The social organism is nourished by human expressions
  169. 169. Copyright © Martin Lindstrom ...it fundamentally changes people’s relationship with brands
  170. 170. Copyright © Martin Lindstrom It changes how we store emotions
  171. 171. Copyright © Martin Lindstrom The social organism’s metabolism is the exchange of emotions
  172. 172. Copyright © Martin Lindstrom It changes the way you move a nation
  173. 173. Copyright © Martin Lindstrom Life evolves through reproduction
  174. 174. Copyright © Martin Lindstrom In the future everyone will be world-famous for 15 minutes. Andy Warhol
  175. 175. Copyright © Martin Lindstrom Every consumer is about to become a brand
  176. 176. Copyright © Martin Lindstrom Facebook’s offer to advertise yourself on your best friend’s page (in order to be noticed)
  177. 177. Copyright © Martin Lindstrom In the future every individual will carefully nurture his personal brand – just as commercial brands do today
  178. 178. Copyright © Martin Lindstrom ThinkUp: Your personal brand online conscience
  179. 179. Copyright © Martin Lindstrom MEDIA MEDIA MESSAGE MESSAGE TRUST TRUST BRAND CONSUMER
  180. 180. Copyright © Martin Lindstrom x
  181. 181. Copyright © Martin Lindstrom 2008 Campaign Results Campaign Results Linear planning Interactive planning ? Brand War- Room Evaluation Brand War- Room Evaluation Brand War- Room Evaluation
  182. 182. Copyright © Martin Lindstrom 2008 H O N E S T F E E D B A C K T O : By Martin Lindstrom.com Post Modernis Museum
  183. 183. Copyright © Martin Lindstrom 2008 Postmodernism Museum
  184. 184. Copyright © Martin Lindstrom 2008 PostModernism Museum
  185. 185. Copyright © Martin Lindstrom 2008 PostModernism Museum
  186. 186. Copyright © Martin Lindstrom 2008 PostModernism Museum
  187. 187. Copyright © Martin Lindstrom 2008 PostModernism Museum
  188. 188. Copyright © Martin Lindstrom 2008 PostModernism Museum
  189. 189. Copyright © Martin Lindstrom 2008 PostModernism Museum
  190. 190. Copyright © Martin Lindstrom 2008 PostModernism Museum
  191. 191. Copyright © Martin Lindstrom 2008 PostModernism Museum
  192. 192. Copyright © Martin Lindstrom 2008 PostModernism Museum
  193. 193. Copyright © Martin Lindstrom 2008 PostModernism Museum
  194. 194. Copyright © Martin Lindstrom A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  195. 195. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 Rituals are hardwired in our brains PICTURE OF PIGEON
  196. 196. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 A pint!
  197. 197. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 How five ducklings put the Peabody Hotel in Memphis on the map.
  198. 198. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 A branded ritual
  199. 199. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008 Heavy Important Moderate Limited Zero RITUAL Cosmetics Toothpaste Alcoholic beverage Shavers Shampoo Lifestyle drugs Beverage (soft) Energy drinks Cell phone Clothing Jewelry Leisure travel Automobile Fast food Cleaning products Candy Banks Credit cards Hi-Fi GasolineCoffee Watches Software Computers Business travel TODAYPOTENTIAL VS. TODAY SUBCONSCIOUSNESS 100% 80 60 40 20 0 FUTURE
  200. 200. Copyright © Martin Lindstrom 2008 Engagement Emotion Symbol Smashable links Senses HSP
  201. 201. Copyright © Martin Lindstrom 2008 Engagement Emotion Symbol Smashable links Senses HSP ?
  202. 202. Copyright © Martin Lindstrom ;-) =+ + + Emotive expressions The causation Small Data Embodied cognition Social trailsEmotional DNA
  203. 203. [ T H A N K Y O U ] BRAND More information at: BRANDchild.com MartinLindstrom.com MillwardBrown.com DualBook.com by Martin Lindstrom [ T H A N K[ T H A N K [ Address MartinLindstrom.com Password: farout @MartinLindstrom Facebook.com/MartinLindstrom LinkedIn.com/LindstromCompany
  204. 204. Copyright © Martin Lindstrom Let’s rewind to the beginning of this story
  205. 205. Copyright © Martin Lindstrom Small Data
  206. 206. Copyright © Martin Lindstrom Insert 6 summery points here PAUSE A clear vision Storytelling Sensory appeal Symbols Power from enemies Mystery Sense of belonging Grandeur Evangelism Rituals
  207. 207. Tell me and I’ll forget. Show me and I might remember. Involve me and I’ll understand.

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