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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.
Martin Lindstrom
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Martin Lindstrom
Age: 54
Born: 1970
Born: January 1
Author
Writer
DK
Martinas Lindstromas
Purpose
Increasingly
World
Brands
Justify
Consumers
Focuses
Seeking
Justifies
Emotional
Authenticity
Focus
Revenue
Support
Engagement
More quotes by Martin Lindstrom
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 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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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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Word-of-mouth is powerful, trusted, and cheap.
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Remember, that the logo is really the dot on top of the i.
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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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Brands must make use of the inclination of consumers to be persuaded by friends.
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Imagine Pepsi without Coke. Impossible, right?
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I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.
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Products are produced in the factory brands are produced in our minds.
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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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We're all obsessed with our smartphones and thus really don't see anything around us.
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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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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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If we define value as emotions - and emotional engagement...i.e. love!
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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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The consumer has become increasingly sophisticated in the way they obtain and digest information - of the simple reason that they've become comfortable about building and maintaining their own personal brands. This has thickened their filter and as a result made them become more critical towards advertising and communication.
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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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The world's holy texts are built on ancient oral traditions.
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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.
Martin Lindstrom
