PresentacióN Martin Lindstrom

Made in…by Martin Lindstrom

S h Y B dSmash Your Brand

Country Branding?Country Branding?

Copyright © Martin Lindstrom 2008

Wh ?Why?

Th Ki f OThe King of Orange

BRANDsensesenseby Martin Lindstrom

blueCopyright © 2003 MartinLindstrom.com & Millward Brown

S h Y B dSmash Your Brand

Irish dirt:$58 per kilo


Paris =Paris = Louis Vuitton

Copyright © 2006 LINDSTROM company

80%* of %Louis Vuitton’s

global sales takeplace in Japanplace in Japan

(72% of all Japanese girlsprefers their marriage to

take place in France)

* Note: Time Magazine 2008


Swiss MadeSwiss Made…


RATIONALRATIONAL VSVS.

EMOTIONALBRANDsense

EMOTIONALsenseby Martin Lindstrom

Do you always take the paper take the paper second from

the top?p


Our non-consciousnessOur non consciousness


NeuromarketingNeuromarketing


We’re as advanced as

Columbus was in 1492.


Anterior CingulateFrontal lobe EffortExecutive

Parietal lobeAttentionThe Cool Spot(Broadmann Area 10)

Ventrolateralfrontal cortex

WorkingMemory

The collecting spotThe collecting spot(Right Mesial

prefrontal Cortex)

Temporal lobeUnderstanding

Amygdala/Orbitofrontal cortexEmotionCraving spot

(Nucleus Accumbens)

HippocampusLong termmemory

Amygdala/Orbitofrontal cortexFearThe Recession Spot

(Amygdala)


What if Chanel were: ”Made in Baden-Baden”? Chanel

Baden-Baden

Posterior cingulate

Country sound =Emotional

engagement =Visual cortex

engagement Consumer preference


77% increase77% increase


Th t ti i tThe starting point…

MY INDONESIA – JUST A SMILE AWAY

The wrong MALAYSIA TRULY ASIA

gstarting point…

!NDREDIBLE INDIA

BRANDsense

!NDREDIBLE INDIA

senseby Martin Lindstrom


The power of non-conscious signals



MarlboroMarlboro


PrimingPriming


PrimingPriming


PrimingPriming


PrimingPriming


Smash Your BrandSmash Your Brand



ure

Pict

u

Smash Your

Smash Your x Your

BrandYour

Brand™Picture

BRANDsense el

lsenseby Martin Lindstrom Sm


The ear phonesThe ear phones


adidas



The most powerful ad of them allad of them all.


Ironically, this is less po erf lless powerful.


While we’re awake, ’ ff t dwe’re affected

every second by subliminalsubliminal signals …


Somatic MarkersSomatic Markers


Sticking to the mindmind…


Or remember ?Or remember…?


Socrates and his students


The result – the creation of a

Somatic Brand Marker.


A toy storeA toy store…



…or a Somatic o a So at cMarker toy store



A Fence Hire Company…



…or a Somatic Marker FenceMarker Fence Hire Company



It is of courseIt is of course…



Australia’s ECO Somatic Marker



Denmark's Liberal Somatic

Marker



Th l t fThe value transfer…

mso

ry S

yste

Primary visual cortexPrimary auditory cortexP i t l t

Sen

war

d

Parietal cortex

HippocampusAmygdalaDLPFCti

on &

rew

DLPFCVLPFCOrbitofrontal cortex

mor

y, e

mot

Mem


TURKEY SWITZERLAND


Vorsprung durch Vorsprung durch Technik


Positive Somatic MarkerPositive Somatic Marker

Quality Consistency TrustOwni

Sourced

Vorsprung durch Quality Consistency Trustexperienceapproved Technik


Quality Consistency TrustOwni

Sourced ?Quality Consistency Trustexperienceapproved ?


TODAY2015 VS. TODAYD

ING100%100% 2015

U SGermany

TRY

BR

AN

D

8080

U.S.

Canada

Peru

New ZealandFrance

Switzerland

Italy

UK

Australia

CO

UN

T

60

40

60

40China

Denmark

TaiwanThailand

ItalyNorway

Singapore

BrazilIndonesia

SwedenJapanSpain Mexico

40

20

40

20

y nt e d oy nt e d o

COUNTRY OF ORIGIN AS A BRANDING STATEMENT

GreeceIndia

UAE20

0

20

0

Hea

vy

Impo

rtan

Mod

erat

e

Lim

ited

Zero

Hea

vy

Impo

rtan

Mod

erat

e

Lim

ited

Zero


1.1. 2. Which Smashable

2. Which Smashable

What sets your country aside from

the rest of the world?

What sets your country aside from

the rest of the world?

Which Smashablecomponents

should be associated with

your country in the future?

Which Smashablecomponents

should be associated with

your country in the future?

1 2 3 4 5 6 7 8 9 1 04 points to 1 2 3 4 5 6 7 8 9 1 0

future?future?

consider 3.Create Somatic

Markers securing a true ownership of

3.Create Somatic

Markers securing a true ownership of

4.Craft a strategy for

the commercial

4.Craft a strategy for

the commercial your messageyour message brands to leverage the

country brand at the same time as building

the overall country

brands to leverage the country brand at the

same time as building the overall country

1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0

imageimage


“T ll d I’ll“Tell me and I’ll forget.

Show me and I might Benjamin Franklinremember.

Involve me and I’ll understand!”

Benjamin Franklin



Business

PresentacióN Martin Lindstrom