World Business Forum Milano - Martin Lindstrom

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La presentazione di Martin Lindstrom al World Business Forum Milano 2013

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World Business Forum Milano - Martin Lindstrom

  1. 1. Sleeping . with the customer by Martin Lindstrom
  2. 2. Do you always take the paper second from the top? Irrational? Copyright © Martin Lindstrom 2010
  3. 3. Knock on wood
  4. 4. 92% Who’s the true decision maker in the home?
  5. 5. Our non-consciousness BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom
  6. 6. It all began in 1975… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  7. 7. In 2004 the secret was revealed… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  8. 8. #1 Blind = A BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  9. 9. #2 Brand aware = B BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  10. 10. Frontal lobe Executive Anterior Cingulate Effort The Cool lobe Parietal Spot Attention (Broadmann Area 10) Working Ventrolateral Memory frontal cortex Temporal lobe Understanding Amygdala/ Emotion Orbitofrontal cortex Long term Hippocampus memory Amygdala/ Fear Orbitofrontal cortex Copyright © Martin Lindstrom 2010
  11. 11. Our craving spot (Nucleus accumbens) Copyright © Martin Lindstrom 2010
  12. 12. The power of a picture Copyright © Martin Lindstrom 2010
  13. 13. Copyright © Martin Lindstrom 2010
  14. 14. Marlboro BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  15. 15. Priming BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  16. 16. Priming BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  17. 17. 15th May 2010 The power of subliminal advertising… Wall Street Journal 15th April 2010 Copyright © Martin Lindstrom 2010
  18. 18. But the most surprising discovery comes here… (Look carefully at this billboard.) Copyright © Martin Lindstrom 2010
  19. 19. Now look at the billboard one more time… Copyright © Martin Lindstrom 2010
  20. 20. It all began in 1915 Copyright © Martin Lindstrom 2010 Picture from deck
  21. 21. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010
  22. 22. 1 2 3 4 5 6 7 8
  23. 23. 1 2 3 4 5 6 7 8
  24. 24. Pattern recognition Copyright © Martin Lindstrom 2008
  25. 25. Pattern recognition Copyright © Martin Lindstrom 2008
  26. 26. Sense of sound Copyright © Martin Lindstrom 2008
  27. 27. Icons BRAND sense by Martin Lindstrom Sound x Smash Your Brand™ Copyright © Martin Lindstrom 2010 Icons
  28. 28. Wheel Silhouette Colours Eco System Ear plugs Navigation Copyright © Martin Lindstrom 2010
  29. 29. Functionality sound Design Eco System Icons Naming Copyright © Martin Lindstrom 2010 Functionality sound Ritual
  30. 30. How many Smashables do you own? Copyright © Martin Lindstrom 2010
  31. 31. Copyright © LINDSTROM company 2005
  32. 32. Be together while Thumb Kissing you’re apart
  33. 33. Our new love affair
  34. 34. Al Gore... BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom
  35. 35. PVS Phantom Vibration Syndrome
  36. 36. Do you hate waiting? Copyright © Martin Lindstrom 2010
  37. 37. Instant Gratification Generation Copyright © Martin Lindstrom 2010
  38. 38. An average consumer is exposed to two million TV commercials before reaching the age of 65. That’s equivalent to watching eight hours of TV commercials, seven days a week for six years. If you feel this is BRAND sense at Japan. excessive, look In Japan you’ll discover that the average Japanese consumer by Martin Lindstrom
  39. 39. 1. How many weeks does a 2 new product survive on the shelves in Japan? 2. What is the survival rate 10% of new products in Japan during the first 3 months? 3. How long does it take to 8 launch a new product in Korea? Copyright © Martin Lindstrom 2010 8 10 20% 30% 10 12
  40. 40. ADULTS 1,3 channels TWEENS 1.4 channels
  41. 41. 31 hours in 24 hours…?!
  42. 42. 24/7 brands
  43. 43. MEDIA MEDIA MESSAGE MESSAGE TRUST TRUST BRAND CONSUMER
  44. 44. …let’s study the termites for a minute! BRAND sense by Martin Lindstrom
  45. 45. Now let’s study us! BRAND sense by Martin Lindstrom
  46. 46. Cosme
  47. 47. Tyra Banks Copyright © Martin Lindstrom 2011
  48. 48. VANILLA Early 30’s White Shop at VS Middleclass Married – one child Urban but small city Shop lower designers BRAND: J CREW QUEENS 20’S Opinionated Centre of the universe Super quick Painful background Abounded by family Middle America Bravo BRAND: MARC JACOBS 5 16 3 THE PROVERS 19 years Above the “average” look In college Black “Broken” home “I can make it” BRAND: VICTORIA SECRET INSECURE GIRL 15 years Slightly overweight Teased White Top Model BRAND: TARGET TYRA BANKS’ Social Media Platform (23 million members) 4 2 WANNABES 13 years Justin Beiber fan White Wealthier family Brand obsessed Will move to NYC or LA Disney/ABC family/MTV/Glee /E BRAND: ABERCROMBIE & FITCH Validation MANNECANTS 15 years Slightly above average Lonely I’m not good enough Divorced / Single mom ABC Family BRAND: FOREVER 21 Copyright © Martin Lindstrom 2011 Celebrity Want to be a model
  49. 49. The person we’re standing next to will mean everything for brands in the future
  50. 50. Facial recognition
  51. 51. MEDIA MESSAGE TRUST A s u m m a r y . . . BRAND By Martin CONSUMER Lindstrom.com Copyright © MartinLindstrom.com 2003
  52. 52. Knock on wood Copyright © Martin Lindstrom 2010
  53. 53. A top U.S. Location 15 production crew 35 hidden cameras $3 million ...and one family Copyright © Martin Lindstrom 2011
  54. 54. Gossip alters our perception of brands Copyright © Martin Lindstrom 2011 We see things differently
  55. 55. Love The more gossip – the better taste BRAND sense by Martin Lindstrom 100 90 80 70 60 50 40 30 20 10 0 91% 52% 36% Don’t know Heard of Gossip
  56. 56. G0 G3 PURCHASE RATE 35.5% PURCHASE RATE 16% 129 12,302 G1 PURCHASE RATE 23.8% 899 3,923 G2 PURCHASE RATE 23.8%
  57. 57. The look Materialistic performance Achievement Personal network Rapport Active community role Demographic BRAND sense by Martin Lindstrom
  58. 58. Remember the lost iPhone 4?
  59. 59. But...?!
  60. 60. Apple’s 114 x Copyright © Martin Lindstrom 2011
  61. 61. LEGO’s 98217 LEGO’s fans x
  62. 62. Copyright © LINDSTROM company 2005
  63. 63. #1 Don’t do to kids what you wouldn’t ?do to your own. Don’t do to consumers what you wouldn’t do to your closest friends and family members. BRAND sense by Martin Lindstrom
  64. 64. #2 Almost any product or service has a ? downside – don’t hide the negatives. Tell it as it is. Be open and frank, and communicate it in a simple and straightforward way. BRAND sense by Martin Lindstrom
  65. 65. #3 All your endorsements and testimonials ? must be real - don’t fake them. BRAND sense by Martin Lindstrom
  66. 66. #4 Be open and transparent about the ? environmental impact of your brand (including its carbon foot print and sustainability factors). BRAND sense by Martin Lindstrom
  67. 67. #5 Secure an ‘ethical’ sign-off from your target group each time a campaign, a new product or a service is about to be launched in the market. BRAND sense by Martin Lindstrom
  68. 68. BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom
  69. 69. SEEDING INCUBATING BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2011 ADAPTION
  70. 70. 3 months Public release date ABOVE Public release date Impact 3 months 3 months Time BELOW Copyright © Martin Lindstrom 2011
  71. 71. 2. How well do you know your customers? 1. Establish your own ethical guidelines 1 Are you able to answer these questions...? 2 3 4 5 6 7 8 9 10 1 3. Is your brand Smashable? 1 2 3 4 5 6 7 8 2 3 4 5 6 7 8 9 10 9 10 7. Do you seed messages before the public release date? 1 2 3 4 Copyright © Martin Lindstrom 2009 5 6 7 8 3 4 5 6 7 8 9 10 4. Are you catering for multitaskers? 5. Who’s your primary seeding group? 1 2 9 10 1 2 3 4 5 6 7 8 9 10 6. Do you leverage wordof-mouth? 1 2 3 4 5 6 7 8 9 10 8. Who owns your brand – the consumers? 1 2 3 4 5 6 7 8 9 10
  72. 72. [ Password: visonary Address [ T H A N K MartinLindstrom.com BRAND by Martin Lindstrom More information at: BRANDchild.com MartinLindstrom.com MillwardBrown.com DualBook.com Y O U ]
  73. 73. Benjamin Franklin “Tell me and I’ll forget. Show me and I might remember. Involve me and I’ll understand!” BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2010

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