martin lindstrom - small data - full day part 4 of 4 romania version

by Martin Lindstrom

Building a brand religion

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

…when the brand name was

revealed, the respondents’

taste preference changed

Experiment

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

Red Bull

More associations,

more loyal…

Coca-Cola 1995

Flavor

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

Sound Vision Synergy

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

Sensory shopping

Pick, click and run

Commodity products

Scrutinized margins

Sensory shopping

Inspirational

entertainment

Premium margins

Let’s introduce the

epicenter strategy

Theatre

Adjacencies

Breakfast

Pick N Prep

Packaged goods

Babyfoo

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

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

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

Brand™

Rubbles Icons Colour

Eco SystemHandle Grid

STANLEY’S Smashable Design strategy

Acadamy + Plus

Academy+plus

Symbols

Sensory

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

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

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