Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking. Martin Lindstrom More Quotes by Martin Lindstrom More Quotes From Martin Lindstrom Branding is not about what something says or what it means, but how it makes us feel. Martin Lindstrom branding feels mean Products are produced in the factory; brands are produced in our minds. Martin Lindstrom factories brands mind Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why. Martin Lindstrom data bigs reason-why Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it. Martin Lindstrom marketing talking thinking What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities. Martin Lindstrom legos apples community 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. Martin Lindstrom filters keys brain 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 boredom creativity our-world Imagine Pepsi without Coke. Impossible, right? Martin Lindstrom pepsi coke impossible When we brand things, our brains perceive them as more special and valuable than they actually are. Martin Lindstrom valuable special brain 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. Martin Lindstrom hymns religious practice The enemy shapes the brand. Martin Lindstrom brands shapes enemy Brand handling synergy means developing and communicating your company's values and identity consistently. Martin Lindstrom synergy identity mean Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications Martin Lindstrom marketing communication media A global brand building strategy is, in reality, a local plan for every market. Martin Lindstrom strategy building reality If we define value as emotions - and emotional engagement...i.e. love! Martin Lindstrom engagement emotional ifs 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. Martin Lindstrom spinning brain way A brand is an emotional construct. It helps you to project an image to the world which you'd like to own. Martin Lindstrom emotional helping world Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation. Martin Lindstrom data bigs want Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation. Martin Lindstrom innovation data space 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 smell eye sound
