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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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Martin Lindstrom
Age: 55
Born: 1970
Born: January 1
Author
Writer
DK
Martinas Lindstromas
Able
Appeal
Right
Appeals
Way
Online
Utilized
Rarely
Offline
Marketing
Multi
Senses
Sensory
Often
Option
Two
Represents
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If we define value as emotions - and emotional engagement...i.e. love!
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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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The world's holy texts are built on ancient oral traditions.
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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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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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A global brand building strategy is, in reality, a local plan for every market.
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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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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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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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Products are produced in the factory brands are produced in our minds.
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The reality is that a brand can no longer afford to be friends with everyone.
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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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