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
%
Senses

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 cortex
Superadditive
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

TEMPTATIONTRANSITION

Let’s introduce the
epicenter strategy

Green
house
Theatre
Adjacencies
Breakfast
Salad
Pick N Prep
Packaged goods
Babyfoo
d
Fresh

1.

Even a bank can
be sensory

H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Imoteca

Imoteca

But this is far from the
full story…

Marlboro

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
SoundColor
Smash
Your
Brand™
Color

x

Rubbles Icons Colour
Eco SystemHandle Grid
STANLEY’S Smashable Design strategy

Acadamy + Plus

Academy+plus

Logo
Symbols
Sensory
100%
Migrationready
0%
100% Smashable
Holistic

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

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 ha

The day we for the first
time feel how it is to
be independent,
we stop growing

Carrefour

Dlg Intermarketing

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

Changing the
way we search

Establishing
their own
proprietary
network

KLM’s
somewhat lost
opportunity

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

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

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

Post Modernis Museum

Postmodernism Museum

PostModernism Museum

BRAND
sense
by Martin Lindstrom
Rituals are
hardwired in our
brains
PICTURE OF PIGEON

BRAND
sense
by Martin Lindstrom
A pint!

BRAND
sense
by Martin Lindstrom
How five ducklings
put the Peabody
Hotel in Memphis on
the map.

BRAND
sense
by Martin Lindstrom
A branded ritual

BRAND
sense
by Martin Lindstrom
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

Engagement
Emotion
Symbol
Smashable links
Senses
HSP

Engagement
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

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.

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

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