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PresentacióN Martin Lindstrom
1.
Made in… by Martin Lindstrom
2.
Smash Your B
S hY Brand d Country Branding? Copyright © Martin Lindstrom 2008
3.
Why? Wh ?
4.
The King f
O Th Ki of Orange BRAND sense by Martin Lindstrom Copyright © 2003 MartinLindstrom.com & Millward Brown blue
5.
Smash Your B S
hY Brand d Irish dirt: $58 per kilo Copyright © Martin Lindstrom 2008
6.
Paris = Louis Vuitton
Copyright © 2006 LINDSTROM company
7.
80%* of
% Louis Vuitton’s global sales take place in Japan (72% of all Japanese girls prefers their marriage to take place in France) * Note: Time Magazine 2008 Copyright © 2006 LINDSTROM company
8.
Swiss Made…
Made Copyright © 2006 LINDSTROM company
9.
RATIONAL
VS. VS EMOTIONAL BRAND sense by Martin Lindstrom
10.
Do you always take
the paper second from the top? p Copyright © Martin Lindstrom 2008
11.
Our non-consciousness
non consciousness BRAND sense by Martin Lindstrom
12.
Neuromarketing
Copyright © Martin Lindstrom 2008
13.
We’re as advanced
as Columbus was in 1492. Copyright © Martin Lindstrom 2008
14.
Frontal lobe
Executive Anterior Cingulate Effort The Cool lobe Parietal Spot Attention (Broadmann Area 10) Working Ventrolateral Memory frontal cortex The collecting spot (Right Mesial prefrontal Cortex) Temporal lobe Understanding Craving spot Amygdala/ (Nucleus Accumbens) Emotion Orbitofrontal cortex Amygdala/ The Recession Spot Fear Orbitofrontal cortex (Amygdala) Long term Hippocampus memory Copyright © Martin Lindstrom 2008
15.
What if Chanel
were: ”Made in Baden-Baden”? Chanel Baden-Baden
16.
Posterior cingulate Country sound
= Emotional engagement = Visual cortex Consumer preference Copyright © Martin Lindstrom 2009
17.
77% increase
Copyright © Martin Lindstrom 2009
18.
The t ti Th
starting point… i t
19.
MY INDONESIA –
JUST A SMILE AWAY MALAYSIA TRULY ASIA The wrong g starting point… !NDREDIBLE INDIA BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
20.
The power of
non- conscious signals Copyright © Martin Lindstrom 2008
21.
Copyright © Martin
Lindstrom 2008
22.
Marlboro BRAND sense
by Martin Lindstrom
23.
Priming BRAND sense by Martin Lindstrom
24.
Priming BRAND sense by Martin Lindstrom
25.
Priming BRAND sense by Martin Lindstrom
26.
Priming BRAND sense by Martin Lindstrom
27.
Smash Your Brand
BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
28.
ure
Pictu Smash x Your Picture Brand™ BRAND Smell sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
29.
The ear phones
BRAND sense by Martin Lindstrom
30.
adidas BRAND sense by Martin Lindstrom
Copyright © Martin Lindstrom 2008
31.
The most powerful
ad of them all all. Copyright © Martin Lindstrom 2008
32.
Ironically, this is
less po erf l powerful. Copyright © Martin Lindstrom 2008
33.
While we’re awake,
we’re affected ’ ff t d every second by subliminal signals … Copyright © Martin Lindstrom 2008
34.
Somatic Markers
Copyright © Martin Lindstrom 2008
35.
Sticking to the
mind… mind Copyright © Martin Lindstrom 2008
36.
Or remember ?
remember…? Copyright © Martin Lindstrom 2008
37.
Socrates and his
students Copyright © Martin Lindstrom 2008
38.
The result –
the creation of a Somatic Brand Marker. Copyright © Martin Lindstrom 2008
39.
A toy store
store… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
40.
…or a Somatic
o So at c Marker toy store BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
41.
A Fence Hire Company…
BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
42.
…or a Somatic Marker
Fence Hire Company BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
43.
It is of
course course… BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
44.
Australia’s ECO Somatic Marker
BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
45.
Denmark's Liberal Somatic
Marker BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
46.
The l t Th
value transfer… f
47.
Sensory System
Primary visual cortex Primary auditory cortex Parietal P i t l cortex t ward tion & rew Hippocampus Amygdala DLPFC mory, emot VLPFC Orbitofrontal cortex Mem Copyright © Martin Lindstrom 2008
48.
TURKEY
SWITZERLAND Copyright © Martin Lindstrom 2008
49.
Vorsprung durch
Technik Copyright © Martin Lindstrom 2008
50.
Positive Somatic Marker
Source Vorsprung durch Own Quality Consistency Trust approvedd experience i Technik Copyright © Martin Lindstrom 2008
51.
Quality
Source approvedd Own experience i ? Consistency Trust Copyright © Martin Lindstrom 2008
52.
100%
DING TRY BRAND 2015 VS. TODAY 2015 TODAY 80 Germany U.S. US COUNT 60 UK Switzerland Canada New Zealand France Australia Italy Peru 40 Norway Japan Sweden Spain Denmark Singapore China Mexico Taiwan Indonesia 20 Brazil Thailand UAE Greece India 0 COUNTRY OF ORIGIN AS A BRANDING STATEMENT Moderate nt Heavy e Limited Zero y d o Importan Copyright © Martin Lindstrom 2008
53.
2.
1. Which Smashable What sets your components country aside from should be the rest of the associated with world? your country in the future? 4 points to 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 consider 3. Create Somatic 4. Markers securing a Craft a strategy for true ownership of the commercial your message brands to leverage the country brand at the same time as building the overall country image 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Copyright © Martin Lindstrom 2008
54.
“Tell
“T ll me and I’ll d forget. Show me and I might Benjamin Franklin remember. Involve me and I’ll understand!” BRAND sense by Martin Lindstrom Copyright © Martin Lindstrom 2008
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