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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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Martin Lindstrom
Age: 54
Born: 1970
Born: January 1
Author
Writer
DK
Martinas Lindstromas
Longer
Asset
Alone
Assets
Getting
Boredom
Fact
Slowly
Facts
Bored
World
Disappear
Foundation
Petrified
Creativity
Disappearing

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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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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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Word-of-mouth is powerful, trusted, and cheap.
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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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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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A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.
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