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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.
Martin Lindstrom
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Martin Lindstrom
Age: 54
Born: 1970
Born: January 1
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DK
Martinas Lindstromas
Emotional
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More quotes by Martin Lindstrom
We're all obsessed with our smartphones and thus really don't see anything around us.
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Word-of-mouth is powerful, trusted, and cheap.
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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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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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A global brand building strategy is, in reality, a local plan for every market.
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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 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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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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Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.
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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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Remember, that the logo is really the dot on top of the i.
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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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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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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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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.
Martin Lindstrom
Brands must make use of the inclination of consumers to be persuaded by friends.
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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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The world's holy texts are built on ancient oral traditions.
Martin Lindstrom
When we brand things, our brains perceive them as more special and valuable than they actually are.
Martin Lindstrom
