Martin Lindstrom - Small Data - full day part 4 of 4 romania version

by Martin Lindstrom

Building a brand religion

Copyright © Martin Lindstrom

A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals


Smash Your Brand

What’s really going on

in our brains?


It all began in 1975…


In 2004 the secret was revealed…


In blind tasting

tests, consumers

preferred the taste

of Pepsi but…

Experiment

#1


…when the brand name was

revealed, the respondents’

taste preference changed

Experiment

#2


Beer is just as

irrational as…


Everyone

fundamentally

dislike beer the first

time they taste it


Just as we

fundamentally

dislike coffee the

first time we taste it


Beverage + emotions =

bonding


Beverage is an enabler

to initiate a

transformation into a

predefined framework

of how to act.

It’s the uniform


All blind tests shows

that we fundamentally

hate the taste of

Red Bull


So why is the energy

drink category the

fastest growing

beverage segment with

Red Bull as the ultimate

leader?

Red bull pic


Stimulation

Excitement

Youthful

Stimulation

Excitement

Youthful

IbizaEveryday

life

Red Bull


More associations,

more loyal…

1 2 3

60

50

40

30

20

10

0

%

Sen

ses


Coca-Cola 1995

Flavor

Aroma

Auditory

Visual

Tactile

Coca-Cola 2015


Touching makes us tip more…

Source: Kleinke 1977


People are more likely to provide

help when touched

Source: Gueguen 2003


When strangers were touched

lightly on the arm they helped the person up from

63% to 90%

Source: Gueguen 2003


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


Orbitofrontal

cortex: Preference

Posterior cingulate

(attention and auditory

memory)

Visual cortexSupera

ddit

ive

Sound Vision Synergy

BSC

%

9.3


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


Anything in

common?



Pick, click and run

vs.

Sensory shopping


Pick, click and run

=

Commodity products

=

Scrutinized margins


Sensory shopping

=

Inspirational

entertainment

=

Premium margins


TE

MP

TA

TIO

NT

RA

NS

IT

IO

N


Let’s introduce the

epicenter strategy


Green

house

Theatre

Adjacencies

Breakfast

Salad

Pick N Prep

Packaged goods

Babyfoo

d

Fresh



1.


1.


1.


Even a bank canbe sensory


Even a bank canbe sensory


H O N E S T F E E D B A C K T O :

By Martin Lindstrom.com

Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


Imoteca


https://www.startwally.com/viewer?AccessCode=ac4c00fa

https://www.startwally.com/viewer?AccessCode=ac4c00fa


A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals


But this is far from the

full story…



Marlboro


Priming


Priming


Priming


The non-conscious

effect…

Anterior cingulate

(attention)


Coolness

Excitement

Status

Formula 1 Brand


Linkage


We crave even

more when exposed

to Formula 1 than

when exposed to a

cigarette ad.Anterior cingulate

(attention)


But the most surprising

discovery comes here…

(Look carefully at this

billboard.)


Now look at the billboard

one more time…


It all began in 1915


Shapes


x

So

un

dC

olo

r

Smash

Your

Brand™

Color


x


Rubbles Icons Colour

Eco SystemHandle Grid

STANLEY’S Smashable Design strategy




Acadamy + Plus


Academy+plus


Academy+plus


Academy+plus


Academy+plus


Academy+plus


Academy+plus



Logo

Symbols

Sensory

100%

Mig

rati

on r

eady

0%

100% Smashable

Holistic


A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals


69 million

A choice of

brand is a clear

statement of

who you

are not!

“

”

[Pepsi][coke]


Stating a opinion


Attention grabbing..


The second your

brand try to become

friends with

everyone – your

brand has watered

down


Define who your

enemies are


Our life is defined

on enemy pictures


Three different

types of enemies


The competitor


Social trends


Self invented

character


Three types of enemies...

The competitior

Social trends

Character


A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals


Transperancy

blurres the world


The next big thing –

offline communities


Everyday routine

has killed the very

concept of

transformation

Picture of bedroom change


But something far

more substantial

revealed an unusual

insight


The respondents’

passwords


Five years ago, people

averaged about 21

passwords. Now that

number is 81


“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


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


The things we no

longer have or which

are hard to reach –

often reflect what we

truly want


Fiona Moriarty = 16:59

A competitive runner with a target time

of 16:59 for her 5,000 meters in track.


Quit@smoking4ever


Save4trip@Thailand


Facetime2mom@sunday


Passwords protect

dreams, secrets, fears

and even clues to

troubled pasts, and for

some, they serve as an

everyday reminder of

what matters most


We had to go back to

the core roots of the

community


As here’s a piece of

frightening reality…

3rd place community


We’re rarely

truly presentVIDEO


IN GENERAL INSERT

MORE SLIDES

FEATURING THE

AMBIENCE FROM THE

STORE




“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



We all have two ages –

our inner age and our

real age

We all have two ages


The day we for the first

time feel how it is to

be independent,

we stop growing




We’re rarely

truly presentVIDEO




Carrefour


Carrefour


Carrefour


Carrefour


Carrefour


Carrefour


Carrefour


Carrefour


Carrefour



Carrefour




Dlg Intermarketing

Dlg Intermarketing

Dlg Intermarketing

Dlg Intermarketing

Dlg Intermarketing

Dlg Intermarketing

Dlg Intermarketing


A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals


Let’s revisit some of

the icons…


Martin Luther King

secured ownership of

“equality” by…


1963

March on Washington

for Jobs and Freedom


Diana secured her word

“peace” by


1997

The International

Campaign to Ban

Landmines


Gandhi secured his

word “compassion” by


Non Violence Protest

to the British Raj &

the 1930 Salt March


Somatic Markers


Sticking to the mind…


Socrates and

his students


The same is possible in

the commercial world.


…or a Somatic

Marker toy store

A blender served as

a Somatic Marker


Price-tag to get on

the world map:

$12 million


x


Changing the

way we search

https://www.google.com/maps/@-33.870546,151.26837,3a,75y,43.19h,87.58t/data=!3m4!1e1!3m2!1sFRkj8nfT9HLp7PR15v5BvA!2e0!6m1!1e1

https://www.google.com/maps/@-33.870546,151.26837,3a,75y,43.19h,87.58t/data=!3m4!1e1!3m2!1sFRkj8nfT9HLp7PR15v5BvA!2e0!6m1!1e1


x


x


Establishing

their own

proprietary

network


KLM’s

somewhat lost

opportunity




Red international


Red International


Red International


Red International


Red International


Just like key events

shaped the image of

brands… [insert picture of Volvo]


Innovation


Airbag

Seatbelt Dummy

Innovation


SAFETY

Airbag

Seatbelt Dummy

Innovation


x


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


A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals


The social organism

is nourished by

human expressions


...it fundamentally

changes people’s

relationship with

brands


It changes how we

store emotions


The social organism’s

metabolism is the

exchange of emotions


It changes the way

you move a nation


Life evolves through

reproduction


In the future

everyone will be

world-famous for

15 minutes.

Andy Warhol


Every consumer

is about to

become a brand


Facebook’s offer

to advertise

yourself on your

best friend’s page (in order to be

noticed)


In the future every

individual will carefully

nurture his personal

brand – just as

commercial brands do

today


ThinkUp:

Your personal brand

online conscience


MEDIA

MEDIA

MESSAGE

MESSAGE

TRUST

TRUST

BRAND CONSUMER


x

Copyright © Martin Lindstrom 2008

Campaign

Results

Campaign Results

Linear planning Interactive planning

?

Brand War-

Room Evaluation

Brand War-

Room Evaluation

Brand War-

Room Evaluation




Post Modernis Museum


Postmodernism Museum


PostModernism Museum




















A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals

BRAND

senseby Martin Lindstrom


Rituals are

hardwired in our

brains

PICTURE OF PIGEON

BRAND



A pint!

BRAND



How five ducklings

put the Peabody

Hotel in Memphis on

the map.

BRAND



A branded ritual

BRAND



He

avy

Import

ant

Mo

de

rate

Lim

ited

Ze

ro

RITUAL

Cosmetics

Toothpaste

Alcoholic beverage

Shavers

Shampoo

Lifestyle drugs

Beverage (soft)

Energy drinks

Cell phone

ClothingJewelry

Leisure travel

Automobile

Fast food

Cleaning products

Candy

Banks

Credit cards

Hi-Fi

GasolineCoffee

Watches

Software

ComputersBusiness travel

TODAYPOTENTIAL VS. TODAY

SU

BC

ON

SC

IOU

SN

ESS100%

80

60

40

20

0

FUTURE


Engagem

ent

Emotion

Symbol

Smashable links

Senses

HSP


Engagem

ent

Emotion

Symbol

Smashable links

Senses

HSP

?


;-)=+ + +Emotive

expressions

The

causation

Small Data

Embodied

cognition

Social trailsEmotional

DNA

[ 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

../../../BRANDchild/United Kingdom/BRANDchild English Presentation.ppt#1. 1. Slide 1

../../../BRANDchild/United Kingdom/BRANDchild English Presentation.ppt#1. 1. Slide 1


Let’s rewind to

the beginning of

this story


Small Data


Insert 6 summery points here

PAUSE

A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals

Tell me and I’ll forget.

Show me and I might remember.

Involve me and I’ll understand.