Quote

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.

Martin Lindstrom

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Martin Lindstrom
Age: 54
Born: 1970
Born: January 1
Author
Writer
DK
Martinas Lindstromas
Religious
Keeping
Identities
Story
Potential
Icon
Church
Driven
Hymns
Faith
Identity
Icons
Stories
Window
Links
Hymn
Every
Build
Brands
Millennia
Alive
Glass
Stained
Practice
Glasses
Holistic

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A global brand building strategy is, in reality, a local plan for every market.
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The world's holy texts are built on ancient oral traditions.
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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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Remember, that the logo is really the dot on top of the i.
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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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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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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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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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If we define value as emotions - and emotional engagement...i.e. love!
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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 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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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.
Martin Lindstrom
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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.
Martin Lindstrom
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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.
Martin Lindstrom
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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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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.
Martin Lindstrom
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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.
Martin Lindstrom
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Brands must make use of the inclination of consumers to be persuaded by friends.
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When we brand things, our brains perceive them as more special and valuable than they actually are.
Martin Lindstrom