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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
Seeking
Justifies
Emotional
Authenticity
Focus
Revenue
Support
Engagement
Purpose
Increasingly
World
Brands
Justify
Consumers
Focuses

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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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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 reality is that a brand can no longer afford to be friends with everyone.
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Imagine Pepsi without Coke. Impossible, right?
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The world's holy texts are built on ancient oral traditions.
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Brands must make use of the inclination of consumers to be persuaded by friends.
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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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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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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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We're all obsessed with our smartphones and thus really don't see anything around us.
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Products are produced in the factory brands are produced in our minds.
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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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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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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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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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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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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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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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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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Remember, that the logo is really the dot on top of the i.
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