martin lindstrom - small data - full day content for part 3 of 4 handout

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

Brands are not built

in a factory – they’re

built in our minds

BELONG

EXPRESS

RECRUIT

What’s the secret behind these brands?

Hippocampus

Amygdala/Orbitofrontal cortex

Anterior Cingulate

Parietal lobe

Frontal lobe

Ventrolateralfrontal cortex

Long termmemory

Effort

Attention

WorkingMemory

Executive

Emotion

The Cool Spot(Broadmann Area 10)

Amygdala/Orbitofrontal cortexFear

Temporal lobeUnderstanding

Holistic Selling Proposition

We recruited

1,000 Christians…

Some brands

might help us to

find out…

Some brands

might help us to

find out…

Some brands

might help us to

find out…

But how come…?

We decided to

dive into our

subconscious mind –

using spirituality as

our guide…

First we selected 12

holistic brands…

…and 12 non

holistic brands…

2042 years 3300-40000 years 3500 years

1387 years 910 years 2500 years

3509 years 2509 years ?

The contrast of

longevity is striking

And tested them

against the faith

of religion

41 percent

correlation between

holistic brands and

religious faith.

BRANDscan 0248343

BRANDscan 038471

senseby Martin Lindstrom

Symbols

Evangelism

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

Each of the religious

pillars are synergistic

interlinked

A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals

2,098 brain

scans since 2007

We’re a business and

an end-consumer at

the same time.

Amazon

Taking Apple as a

case. Imagine if their

vision was..

Apple’s vision

according to Arla“We’re selling user-

friendly and well-

designed computers.”

Apple would have been

16% of its current size

(including iPad)

($29.12 billion in computer sales)

I’m not indicating...Three stylish colours

What if it were...

We’re selling

user-friendly computers

and portable music

systems

Apple would have been

28% of its current size

($50.96 billion in sales)

So, what is Apple in

the year 2014?

2014 revenue: US$ 182 billion

Their vision?

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

The better we are at

touching people’s

hearts, the better we are

at creating engagement

— no matter whether

they’re operating

in B2B or B2C.

Your starting

point needs to be

the emotional

end goal.

Remember…?

Roller Bearings!

We reduce friction

to help you move

the world forward.

We reducefriction to help you

move the world forward

We are a branded

venture capital

company.

There should be more

tolerance toward other

cultures, languages,

religions, and sexual

practices.

Be together,

wherever you are.

We help dreamers

dream.

Credit Lyonnais (Bank)

You can only be a

partner with someone

you think of

as an equal.

ERAM (Shoes)

It’s crazy to spend a

lot of money on

fashion that is

always changing.

Solutions for a

small planet

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.

If I had more time, I

would have written a

shorter letter.

Blaise Pascal

So what really

defines a powerful

vision?

1. It lifts your

products or services

to a emotional level.

We’re selling hope.

L’Oréal

2. It makes you see

things in

a different light.

Green Bay Packers (leading USA football team)

Inches make

champions.

To bring inspiration

and innovation to

every athlete in the

world. If you have a

body, you are an

athlete.

One can embrace

either a static or a

dynamic way of

seeing the world.

3. It showcases

the added value

the brand adds

to the world.

A new toy every day.

Everyone's

Private Driver.

4. It sets the bar

high…very high.

To organize all the

world's information

and make it

universally

accessible and

useful.

To put a computer

on every desk and in

every home.

Up until 2002

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

By Martin Lindstrom.com

Web Digital

Webdigital

A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals

Your starting

point needs to be

the emotional

end goal…

Stories help people

understand action by

providing a coherent

framework, a unified whole.

Stories bypass reason,

and go directly to

our unconscious.

Supporting

the claim

Spreading

the wordLiving it

foundational

values

Brand vision

What makes

your brand

different?

Alfred Hitchcock’s

second script…

Theatre of

the stage

Stories make things

come to life

Adjacencies

Theatre of

the stage

Dcs plus

Powerful storytelling

needs a foundation

Pause button

Some of the world’s

most powerful

personality brands

own one single word.

Caring

[insert picture of Oprah]

Egocentric

[insert picture of Trump]

A powerful personal

brand can always be

summarized in one

Mother Teresa

Princess Diana

Martin Luther King

Gandhi

Steve Jobs

Walt Disney

Richard Branson[insert picture of Richard Branson]

Virgin stands for

innovation, fun and a

sense of competitive

challenge

A branded language…

Hotel Senator

Values can make or

break a brand

Why do we buy a

Roomba?

Single Free time RecreationEfficiencyBusy Symbols

At first nothing

stood out

But as we searched

his home unusual

Small Data began to

appear everywhere

But as we searched

his home unusual

Small Data began to

appear everywhere

…and even the

bathroom contained

some unusual Small

A aquarium(can you see the tiny detail?)

A bobby hat

…and a dog!

A real wartime

U.S. flag

… and then we

bumped into some

… and then we

bumped into some

Single Sensitive PartnerHumanBusy Symbols

Entering online

communities we began

to notice thousands of

personalized Roombas

Why are such minor sound details so

powerful?

Welcome to the new

world of mirror

neurons

…which explains why a Roomba isn't

just an “it” but either a “he” or a

“she”… Stats on gender split

…and even

explains why 8 out

of 10 has given it a

The Cleaner

Cool Carl

Whitie

Hurricane

We’re hardwired to “humanize”

everything around us – even a car!

The Mini Cooper registered in

subjects’ 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]

MINI case

We’re 7 billion people on planet

Earth – yet all of us believe that we’re

very special

It all comes down to the usage of subtle symbols

And to use this insight when creating the proposition and

telling a story

I’m a fan

1.My favourite

sports team

2.Sense of belonging

and Pepsi – when?

Just like Innocent:

Don’t look at my

bottom

And that was where the problem

was…

Single Sensitive CutenessHumanBusy Symbols

Lindab

BIGdata

smallDATA

A clear vision

Storytelling

Sensory appeal

Symbols

Power from enemies

Mystery

Sense of belonging

Grandeur

Evangelism

Rituals

Thanks to our phones we are

never altogether present and never completely alone

Martin Lindstrom

martin lindstrom - small data - full day content for part 3 of 4 handout

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