[Logo] is an encapsulation of an emotion. Martin Lindstrom More Quotes by Martin Lindstrom More Quotes From Martin Lindstrom 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. Martin Lindstrom smelleyesound Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages. Martin Lindstrom encountersretailmessages The world's holy texts are built on ancient oral traditions. Martin Lindstrom oral-traditionancientworld Word-of-mouth is powerful, trusted, and cheap. Martin Lindstrom word-of-mouthpowerfulmouths New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats. Martin Lindstrom communicationtechnologytechnique Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon. Martin Lindstrom videotodayrooms Rituals build brands. Martin Lindstrom ritualbrands Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon. Martin Lindstrom coloruniquereligious Thus ideas like subliminal advertising today rarely works and or even exists. Martin Lindstrom advertisingtodayideas 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. Martin Lindstrom upsetbrandspowerful Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later. Martin Lindstrom shelvesgoneyears Because we're always more woundable when caught at exactly the time where we're in the mood for that particular product or service - and as Big Data increasingly are able to pick up on clues revealing desire - automated systems are increasingly able to hit at exactly those moments, across those channels we move - with an offer matching exactly what we're desiring. Martin Lindstrom datadesiremoving Brands must make use of the inclination of consumers to be persuaded by friends. Martin Lindstrom consumersbrandsuse Remember, that the logo is really the dot on top of the i. Martin Lindstrom logosdotsremember A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries. Martin Lindstrom valuablecompanyboundaries 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 marketingabletwo 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 creativewaterworld The reality is that a brand can no longer afford to be "friends with everyone." Martin Lindstrom brandsreality The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data. Martin Lindstrom emotionaldnahome 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. Martin Lindstrom simplestrugglewant
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