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

UNITE
BELONG
EXPRESS
RECRUIT

What’s the secret
behind these brands?

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

Holistic Selling
Proposition

We recruited
1,000 Christians…

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…

Copyright © 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

And tested them
against the faith
of religion

41 percent
correlation between
holistic brands and
religious faith.
BRANDscan 0248343

//
BRANDscan 038471

BRAND
sense
by Martin Lindstrom
Symbols
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery
A clear vision
Storytelling
Sense of belonging
Rituals

BRAND
sense
by Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals

BRAND
sense
by Martin Lindstrom
Each of the religious
pillars are synergistic
interlinked

Copyright © Martin Lindstrom
2,098 brain
scans since 2007

We’re a business and
an end-consumer at
the same time.

Amazon
Apple

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

Or...

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!

SKF
We reduce friction
to help you move
the world forward.

We reduce
friction to help you
move the world
forward
ex
SKF
”
“

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.

BRAND
sense
by Martin Lindstrom
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.

IBM
Solutions for a
small planet

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.

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.

LEGO
A new toy every day.

Everyone's
Private Driver.
UBER

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 word
Living it
Your
foundational
values
Brand vision
What makes
your brand
different?

Alfred Hitchcock’s
second script…

x

Theatre of
the stage

Stories make things
come to life
Adjacencies

DCS

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
word.

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

…and even the
bathroom contained
some unusual Small
Dat

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
toys

Single Sensitive PartnerHumanBusy Symbols

Entering online
communities we began
to notice thousands of
personalized Roombas

Why are such minor
sound details so
powerful?

X

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
90%
Male

…and even
explains why 8 out
of 10 has given it a
name.
Furry
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

BIG
data
small
DATA

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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