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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: 54
Born: 1970
Born: January 1
Author
Writer
DK
Martinas Lindstromas
Marketing
Multi
Senses
Sensory
Often
Option
Two
Represents
Able
Appeal
Right
Appeals
Way
Online
Utilized
Rarely
Offline
More quotes by Martin Lindstrom
The reality is that a brand can no longer afford to be friends with everyone.
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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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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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Word-of-mouth is powerful, trusted, and cheap.
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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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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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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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Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.
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Products are produced in the factory brands are produced in our minds.
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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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Imagine Pepsi without Coke. Impossible, right?
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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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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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When we brand things, our brains perceive them as more special and valuable than they actually are.
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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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If we define value as emotions - and emotional engagement...i.e. love!
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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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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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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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The world's holy texts are built on ancient oral traditions.
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