Martin Lindstrom Quotes
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When we brand things, our brains perceive them as more special and valuable than they actually are.
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What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.
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The cornerstone of religion, a clear vision can inspire great action and firm conviction.
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I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.
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Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.
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Word-of-mouth is powerful, trusted, and cheap.
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Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.
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Because we're always more woundable when caught at exactly the time where we're in the mood for that particular product or service - and as Big Data increasingly are able to pick up on clues revealing desire - automated systems are increasingly able to hit at exactly those moments, across those channels we move - with an offer matching exactly what we're desiring.
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Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.
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Online marketing rarely is able to appeal to more than two senses - yet offline often (if utilized the right way) represents the option of multi sensory appeals.
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Remember, that the logo is really the dot on top of the i.
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Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.
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We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset slowly disappearing from our world.
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Branding is not about what something says or what it means, but how it makes us feel.
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The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data.
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The world's holy texts are built on ancient oral traditions.
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If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.
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Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.
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A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.
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Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.
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Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.
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Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon.
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Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications
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Once you know the reason why - you've defined your white space of canvas on which you can paint and create a new concept idea. No matter how creative you are - and thus how much creative space you need - there's always some fundamental values and drivers your brand should seek to address - in order to become successful.
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The reality is that a brand can no longer afford to be "friends with everyone."
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Brand handling synergy means developing and communicating your company's values and identity consistently.
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New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.
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In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.
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Thus ideas like subliminal advertising today rarely works and or even exists.
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Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.
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