Weitere ähnliche Inhalte Kürzlich hochgeladen (20) Martin Lindstrom - Small Data - full day part 4 of 4 romania version2. Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
6. Copyright © Martin Lindstrom
In blind tasting
tests, consumers
preferred the taste
of Pepsi but…
Experiment
#1
7. Copyright © Martin Lindstrom
…when the brand
name was
revealed, the
respondents’
taste preference
changed
Experiment
#2
9. Copyright © Martin Lindstrom
Everyone
fundamentally
dislike beer the first
time they taste it
10. Copyright © Martin Lindstrom
Just as we
fundamentally
dislike coffee the
first time we taste it
12. Copyright © Martin Lindstrom
Beverage is an enabler
to initiate a
transformation into a
predefined framework
of how to act.
It’s the uniform
13. Copyright © Martin Lindstrom
All blind tests shows
that we fundamentally
hate the taste of
Red Bull
14. Copyright © Martin Lindstrom
So why is the energy
drink category the
fastest growing
beverage segment with
Red Bull as the ultimate
leader?
Red bull pic
15. Copyright © Martin Lindstrom
Stimulation
Excitement
Youthful
Stimulation
Excitement
Youthful
IbizaEveryday
life
Red Bull
16. Copyright © Martin Lindstrom
More associations,
more loyal…
1 2 3
60
50
40
30
20
10
0
%
Senses
17. Copyright © Martin Lindstrom
Coca-Cola 1995
Flavor
Aroma
Auditory
Visual
Tactile
Coca-Cola 2015
19. Copyright © Martin Lindstrom
People are more
likely to provide
help when
touched
Source: Gueguen 2003
20. Copyright © Martin Lindstrom
When strangers
were touched
lightly on the arm
they helped the
person up from
63% to 90%
Source: Gueguen 2003
21. Copyright © Martin Lindstrom
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
22. Copyright © Martin Lindstrom
Orbitofrontal
cortex: Preference
Posterior cingulate
(attention and auditory
memory)
Visual cortex
Superadditive
Sound Vision Synergy
BSC%
9.3
23. Copyright © Martin Lindstrom
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
27. Copyright © Martin Lindstrom
Pick, click and run
=
Commodity products
=
Scrutinized margins
28. Copyright © Martin Lindstrom
Sensory shopping
=
Inspirational
entertainment
=
Premium margins
31. Copyright © Martin Lindstrom
Green
house
Theatre
Adjacencies
Breakfast
Salad
Pick N Prep
Packaged goods
Babyfoo
d
Fresh
38. Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Imoteca
51. Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
61. Copyright © Martin Lindstrom
We crave even
more when exposed
to Formula 1 than
when exposed to a
cigarette ad.
Anterior cingulate
(attention)
62. Copyright © Martin Lindstrom
But the most surprising
discovery comes here…
(Look carefully at this
billboard.)
68. Copyright © Martin Lindstrom
Rubbles Icons Colour
Eco SystemHandle Grid
STANLEY’S Smashable Design strategy
69. Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Acadamy + Plus
77. Copyright © Martin Lindstrom
Logo
Symbols
Sensory
100%
Migrationready
0%
100% Smashable
Holistic
78. Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
79. Copyright © Martin Lindstrom
69 million
A choice of
brand is a clear
statement of
who you
are not!
“
”
[Pepsi]
[coke]
82. Copyright © Martin Lindstrom
The second your
brand try to become
friends with
everyone – your
brand has watered
down
89. Copyright © Martin Lindstrom
Three types of enemies...
The competitior
Social trends
Character
90. Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
93. Copyright © Martin Lindstrom
Everyday routine
has killed the very
concept of
transformation
Picture of bedroom change
94. Copyright © Martin Lindstrom
But something far
more substantial
revealed an unusual
insight
96. Copyright © Martin Lindstrom
Five years ago, people
averaged about 21
passwords. Now that
number is 81
97. Copyright © Martin Lindstrom
“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
98. Copyright © Martin Lindstrom
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
99. Copyright © Martin Lindstrom
The things we no
longer have or which
are hard to reach –
often reflect what we
truly want
100. Copyright © Martin Lindstrom
Fiona Moriarty = 16:59
A competitive runner with a target time
of 16:59 for her 5,000 meters in track.
104. Copyright © Martin Lindstrom
Passwords protect
dreams, secrets, fears
and even clues to
troubled pasts, and for
some, they serve as an
everyday reminder of
what matters most
106. Copyright © Martin Lindstrom
As here’s a piece of
frightening reality…
3rd place community
108. Copyright © Martin Lindstrom
IN GENERAL INSERT
MORE SLIDES
FEATURING THE
AMBIENCE FROM THE
STORE
111. Copyright © Martin Lindstrom
“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
113. Copyright © Martin Lindstrom
We all have two ages –
our inner age and our
real age
We all ha
114. Copyright © Martin Lindstrom
The day we for the first
time feel how it is to
be independent,
we stop growing
118. Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Carrefour
129. Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Dlg Intermarketing
136. Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
143. Copyright © Martin Lindstrom
Non Violence Protest
to the British Raj &
the 1930 Salt March
148. Copyright © Martin Lindstrom
…or a Somatic
Marker toy store
A blender served as
a Somatic Marker
156. Copyright © Martin Lindstrom
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Red international
161. Copyright © Martin Lindstrom
Just like key events
shaped the image of
brands… [insert picture of Volvo]
166. Copyright © Martin Lindstrom
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
167. Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
169. Copyright © Martin Lindstrom
...it fundamentally
changes people’s
relationship with
brands
171. Copyright © Martin Lindstrom
The social organism’s
metabolism is the
exchange of emotions
174. Copyright © Martin Lindstrom
In the future
everyone will be
world-famous for
15 minutes.
Andy Warhol
176. Copyright © Martin Lindstrom
Facebook’s offer
to advertise
yourself on your
best friend’s page
(in order to be
noticed)
177. Copyright © Martin Lindstrom
In the future every
individual will carefully
nurture his personal
brand – just as
commercial brands do
today
181. Copyright © Martin Lindstrom 2008
Campaign
Results
Campaign Results
Linear planning Interactive planning
?
Brand War-
Room Evaluation
Brand War-
Room Evaluation
Brand War-
Room Evaluation
182. Copyright © Martin Lindstrom 2008
H O N E S T F E E D B A C K T O :
By Martin Lindstrom.com
Post Modernis Museum
194. Copyright © Martin Lindstrom
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
199. BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
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
200. Copyright © Martin Lindstrom 2008
Engagement
Emotion
Symbol
Smashable links
Senses
HSP
201. Copyright © Martin Lindstrom 2008
Engagement
Emotion
Symbol
Smashable links
Senses
HSP
?
202. Copyright © Martin Lindstrom
;-)
=+ + +
Emotive
expressions
The
causation
Small Data
Embodied
cognition
Social trailsEmotional
DNA
203. [ 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
206. Copyright © Martin Lindstrom
Insert 6 summery points here
PAUSE
A clear vision
Storytelling
Sensory appeal
Symbols
Power from enemies
Mystery
Sense of belonging
Grandeur
Evangelism
Rituals
207. Tell me and I’ll
forget.
Show me and I
might remember.
Involve me and I’ll
understand.