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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.

Martin Lindstrom

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Martin Lindstrom
Age: 54
Born: 1970
Born: January 1
Author
Writer
DK
Martinas Lindstromas
Would
Brain
Brains
Future
Brand
Makes
Brands
Doesn
Keys
Uncover
Another
Truly
Filter
Wells
Choose
Marketers
Well
Building
Filters
Going
Information
Passes

More quotes by Martin Lindstrom

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Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.
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Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.
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Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.
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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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If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.
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Think about it - what's the first thing you do when waiting for someone who's late? Grab your smartphone and do something with it ...anything with it - so that you don't look like a loser. However by doing so we've lost our ability to be present - to observe, to connect with others and most importantly to be bored.
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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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Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.
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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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The reality is that a brand can no longer afford to be friends with everyone.
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Once such emotional engagement has been created - demand will always follow - yet one could say the side product of your effort is demand the primary purpose is to create love.
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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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Remember, that the logo is really the dot on top of the i.
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The world's holy texts are built on ancient oral traditions.
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Spinning out of my neuromarketing work where, based on scanning the brains of 2,000 respondents' brains using fMRI, we learned that there's a huge correlation between religion and branding - and thus the way that brands intend to generate customer evangelism are to be constructed.
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If we define value as emotions - and emotional engagement...i.e. love!
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A global brand building strategy is, in reality, a local plan for every market.
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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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A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.
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Brands must make use of the inclination of consumers to be persuaded by friends.
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