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Martin Lindstrom - Small Data - full day content for part 3 of 4 handout
- 2. Copyright Ā© 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. Copyright Ā© Martin Lindstrom 2008
Brands are not built
in a factory ā theyāre
built in our minds
Copyright Ā© Martin Lindstrom 2010
- 6. Copyright Ā© 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
- 13. Copyright Ā© Martin Lindstrom 2008
We decided to
dive into our
subconscious mind ā
using spirituality as
our guideā¦
- 16. Copyright Ā© 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
- 18. Copyright Ā© Martin Lindstrom 2008
41 percent
correlation between
holistic brands and
religious faith.
BRANDscan 0248343
ļ³
//
BRANDscan 038471
- 27. Copyright Ā© Martin Lindstrom
Appleās vision
according to ArlaāWeāre selling user-
friendly and well-
designed computers.ā
- 28. Copyright Ā© Martin Lindstrom
Apple would have been
16% of its current size
(including iPad)
($29.12 billion in computer sales)
- 32. Copyright Ā© Martin Lindstrom
What if it were...
Weāre selling
user-friendly computers
and portable music
systems
- 33. Copyright Ā© Martin Lindstrom
Apple would have been
28% of its current size
($50.96 billion in sales)
- 38. Copyright Ā© 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. Copyright Ā© Martin Lindstrom
The better we are at
touching peopleās
hearts, the better we are
at creating engagement
ā no matter whether
theyāre operating
in B2B or B2C.
- 44. Copyright Ā© Martin Lindstrom
We reduce
friction to help you
move the world
forward
ex
SKF
ā
ā
- 49. Copyright Ā© Martin Lindstrom
There should be more
tolerance toward other
cultures, languages,
religions, and sexual
practices.
- 52. Copyright Ā© Martin Lindstrom
Credit Lyonnais
(Bank)
You can only be a
partner with someone
you think of
as an equal.
- 53. Copyright Ā© Martin Lindstrom
ERAM (Shoes)
Itās crazy to spend a
lot of money on
fashion that is
always changing.
- 55. Copyright Ā© 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. Copyright Ā© Martin Lindstrom
If I had more time, I
would have written a
shorter letter.
Blaise Pascal
- 61. Copyright Ā© Martin Lindstrom
Green Bay Packers
(leading USA football team)
Inches make
champions.
- 62. Copyright Ā© Martin Lindstrom
To bring inspiration
and innovation to
every athlete in the
world. If you have a
body, you are an
athlete.
- 63. Copyright Ā© Martin Lindstrom
One can embrace
either a static or a
dynamic way of
seeing the world.
- 68. Copyright Ā© Martin Lindstrom
To organize all the
world's information
and make it
universally
accessible and
useful.
- 69. Copyright Ā© Martin Lindstrom
To put a computer
on every desk and in
every home.
Up until 2002
- 70. Copyright Ā© Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Web Digital
- 76. Copyright Ā© Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
- 78. Copyright Ā© Martin Lindstrom
Stories help people
understand action by
providing a coherent
framework, a unified whole.
Stories bypass reason,
and go directly to
our unconscious.
- 82. Copyright Ā© Martin Lindstrom
Supporting
the claim
Spreading
the word
Living it
Your
foundational
values
Brand vision
What makes
your brand
different?
- 90. Copyright Ā© Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
DCS
- 101. Copyright Ā© Martin Lindstrom
Some of the worldās
most powerful
personality brands
own one single word.
- 104. Copyright Ā© Martin Lindstrom
A powerful personal
brand can always be
summarized in one
word.
- 119. Copyright Ā© Martin Lindstrom
Virgin stands for
innovation, fun and a
sense of competitive
challenge
- 123. Copyright Ā© Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Hotel Senator
- 134. Copyright Ā© Martin Lindstrom
But as we searched
his home unusual
Small Data began to
appear everywhere
- 135. Copyright Ā© Martin Lindstrom
But as we searched
his home unusual
Small Data began to
appear everywhere
- 144. Copyright Ā© Martin Lindstrom
Entering online
communities we began
to notice thousands of
personalized Roombas
- 148. Copyright Ā© Martin Lindstrom
ā¦which explains
why a Roomba isn't
just an āitā but
either a āheā or a
āsheāā¦ Stats on gender split
90%
Male
- 149. Copyright Ā© Martin Lindstrom
ā¦and even
explains why 8 out
of 10 has given it a
name.
Furry
The Cleaner
Cool Carl
Whitie
Hurricane
- 150. Copyright Ā© Martin Lindstrom
Weāre hardwired to
āhumanizeā
everything around
us ā even a car!
- 151. Copyright Ā© Martin Lindstrom
The Mini Cooper registered in
subjectsā 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]
- 153. Copyright Ā© Martin Lindstrom
MINI
case
Weāre 7 billion
people on planet
Earth ā yet all of us
believe that weāre
very special
- 155. Copyright Ā© Martin Lindstrom
And to use this
insight when creating
the proposition and
telling a story
- 156. Copyright Ā© Martin Lindstrom
Iām a fan
1.
My favourite
sports team
2.
Sense of belonging
and Pepsi ā when?
- 160. Copyright Ā© Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Lindab
- 170. Copyright Ā© Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
- 171. Copyright Ā© Martin Lindstrom
Thanks to our
phones we are
never altogether
present and never
completely alone
Martin Lindstrom