Buyology

This is your
Buyology
by Martin Lindstrom
Copyright Martin Lindstrom 2010
Do you always
take the paper
second from
the top?
Knock on wood
BRAND
sense
by Martin Lindstrom
RATIONAL
VS.
EMOTIONAL
Take It.or!
$20 $30
BRAND
sense
by Martin Lindstrom
M
a
y
o
n
n
a
i
s
e

M
a
y
o
n
n
a
i
s
e

It's free!
BRAND
sense
by Martin Lindstrom
Our non-consciousness
BRAND
sense
by Martin Lindstrom
7 out of 10
New products released
flopped
7 out of 10
1989
BRAND
sense
by Martin Lindstrom
7 out of 10
9
2009
out of 10
New products released
flopped
BRAND
sense
by Martin Lindstrom
It all began in
175.
BRAND
sense
by Martin Lindstrom
In 2004 the
secret was
reveaIed.
BRAND
sense
by Martin Lindstrom
In blind tasting
tests, consumers
preferred the
taste of Pepsi
but.
Experiment
#1
BRAND
sense
by Martin Lindstrom
.when the brand
name was revealed,
the respondents'
taste preference was
overruled by the
brain.
Experiment
#2
Hippocampus
Amygdala/
Orbitofrontal cortex
Anterior Cingulate
Parietal lobe
Frontal lobe
Ventrolateral
frontal cortex
Long term
memory
Effort
Attention
Working
Memory
Executive
Emotion
The Cool Spot
(Broadmann Area 10)
The collecting spot
(Right Mesial
prefrontal Cortex)
Amygdala/
Orbitofrontal cortex
Fear
Craving spot
(Nucleus Accumbens)
Temporal lobe
Understanding
The Recession Spot
(Amygdala)
Neuromarketing
Some brands
might help us
to find out.
Some brands
might help us
to find out.
Some brands
might help us
to find out.
And how
come.?
But how
come.?
We decided to
dive into our
subconscious mind -
using spirituality as
our guIde.
First we selected
12 holistic
brands.
.and 12
non-holistic
brands.
Copyright LINDSTROM company 2005
How well are you
stacking up?
2042 years 3300-40000 years 3500 years
1387 years 910 years 2500 years
3509 years 2509 years
?
...and tested them
against our
faith.
Our objective?
Can and should
brands learn from
the world of
religion?
41 percent
correlation
between holistic
brands and
religious faith.
BRANDscan 0248343

//

BRANDscan 038471
BRAND
sense
by Martin Lindstrom
Symbols
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery
A clear vision
Storytelling
Sense of belonging
Rituals
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

BRAND
sense
by Martin Lindstrom
Now Iet's study
us!
BRAND
sense
by Martin Lindstrom
The Cialdini
experiment
BRAND
sense
by Martin Lindstrom
Marcy Tishk
Casting Director
Dr. Belisa Vranich
Psychologist
Andy McEntee
Producer

A top U.S. Location
15 production crew
35 hidden cameras
$3 million
...and one family


There is a time of
day when we are
5 times more
receptive to brand
messages


Food + word-of-
mouth = priming

We have
(increasingly)
nothing to talk
about - well except
to talk about
brands.
15%
23%
2001:
2011:
Carl, W. J. What's All the Buzz About?
Brandwashed study (U.S.)
27%
2011:
Brandwashed study (China)

Forget about
electronic social
media
(Which for now is only 6%)
77% Face-to-Face
17%
phone

Seeder profile =
seeder aspiration
= desired
perception

AppIe's 114
x

LEGO's 98 fans
x
LEGO's 217
BRAND
sense
by Martin Lindstrom
SEEDING INCUBATING ADAPTION
ACTION VERSUS REACTION VERSUS IMPACT
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals


Remember.?
Man is the creator of
change in this world. As
such he should be
above systems and
structures, and not
subordinate to them.

BRAND
sense
by Martin Lindstrom
"We're seIIing hope."

/2UpDO
How?
BRAND
sense
by Martin Lindstrom
A
Attribute
B
Benefit
C
Added value
What we do? What's In It for you!
H
I
G
H
E
R

P
U
R
P
O
S
E

BRAND
sense
by Martin Lindstrom
"We're in the art
industry"

A
We're selling
TV, video and
Hi-Fi equipment
B
Luxury
entertainment
C
Art
Bang & Olufsen
BRAND
sense
by Martin Lindstrom
Let's frame the
vision into one
word
How?
Virgin
Galactic
+
=
Courage
Google
Earth & Sky
+
=
Search
BRAND
sense
by Martin Lindstrom
<RXFDQWMXVWVD\
it you need to
live it!
BRAND
sense
by Martin Lindstrom
IKEA's archItecture
philosophy
Staff name:
Staff email:
Staff phone:
4 Northcliff Street Sydney 2012 NSW
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

BRAND
sense
by Martin Lindstrom
[Insert picutre of person
with binoculars]
The experiment
Picture from deck
BRAND
sense
by Martin Lindstrom
Quality Touch
BRAND
sense
by Martin Lindstrom
More associations,
more IoyaI.
1 2 3
60
50
40
30
20
10
0
%
S
e
n
s
e
s

Orbitofrontal
cortex: Preference
Posterior cingulate
(attention and auditory
memory)
Visual cortex
S
u
p
e
r
a
d
d
i
t
i
v
e

Sound Vision Synergy
B
S
C

%

9.3
Sound + Vision=
Reward
29%
Signature tunes Signature graphics
Both together
Sound + Vision =
Attention + memory
Posterior cingulate
Visual cortex
Sound + Vision =
Emotional
engagement =

Consumer
preference
77% increase
BRAND
sense
by Martin Lindstrom

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Mystery

Symbols

Sense of belonging

Rituals

Evangelism

What's it worth?
What's it worth?
7KLVLVRQHVPDOOVWHSIRU
man but one giant leap for
PDQNLQG

$10 million
The power of the
fable, story, or myth is
that they disarm the
conscious mind and
instruct us
unconsciously

Bruno Bettleheim in The Uses of Enchantment:
The Meaning and Uses of Fairy Tales
BRAND
sense
by Martin Lindstrom
Its all about
the story.
BRAND
sense
by Martin Lindstrom
Stories on every
touch point
BRAND
sense
by Martin Lindstrom
Down to the
very detail
BRAND
sense
by Martin Lindstrom
Motivating staff too!
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Somatic Markers
Sticking to the
mInd.
Dr remember.!
An emotional
bookmark
BRAND
sense
by Martin Lindstrom
A toy store.
BRAND
sense
by Martin Lindstrom
.or a Somatic
Marker toy store
BRAND
sense
by Martin Lindstrom

60% in 4 seconds
BRAND
sense
by Martin Lindstrom
A Fence Hire
Company.
BRAND
sense
by Martin Lindstrom
.or a Somatic
Marker Fence
Hire Company
BRAND
sense
by Martin Lindstrom
IKEA's archItecture
philosophy
Staff name:
Staff email:
Staff phone:
BRAND
sense
by Martin Lindstrom
.or a Somatic
Marker toy store
A blender served
as a Somatic
Marker
Spiderman
leveraging the
power of a
Somatic Marker.
.on the ceiIing.
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Campaign
Results
Campaign Results
Linear planning Interactive planning
?
Brand War-
Room Evaluation
Brand War-
Room Evaluation
Brand War-
Room Evaluation
Fame comes to
Shanghai
In the meantime,
on the other
side of the
worId.
Campaign
Results
Campaign Results
Linear planning Interactive planning
?
Brand War-
Room Evaluation
Brand War-
Room Evaluation
Brand War-
Room Evaluation
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Our craving spot
(Nucleus accumbens)
Do they work.?
We crave
EVEN MORE
when packs carry
warning signs.
You're Iooking at
one of the most
powerful ads ever for
smoking.
SMOKING
KILLS
But this is far from
the fuII story.
BRAND
sense
by Martin Lindstrom
Marlboro
BRAND
sense
by Martin Lindstrom
Priming
BRAND
sense
by Martin Lindstrom
Priming
15
th
May 2010
15
th
April 2010
The power of subIImInaI advertIsIng.
Wall Street Journal
But the most
surprising discovery
comes here.

(Look carefully at this
billboard.)
Now look at the
billboard one more
tIme.
Picture from deck
It all began in 1915
BRAND
sense
by Martin Lindstrom
Guess who.?
BRAND
sense
by Martin Lindstrom
Smashable.
1 2
3 4
5 6
7 8
BRAND
sense
by Martin Lindstrom
x
S
o
u
n
d

C
o
l
o
r

Smash
Your
Brand

Color
Eight out of
hc0onaId's
nineteen
smashable
components.
BRAND
sense
by Martin Lindstrom
Staff name:
Staff email:
Staff phone:
Do it your self
Ingvar Kampard
BRAND
sense
by Martin Lindstrom
The pIcture check.
BRAND
sense
by Martin Lindstrom
Clip-art-marketing
Airbus Lufthansa
GM
UBS
S
i
e
m
e
n
s

KPMG
Nokia
Tiffany & Co
Deutsche Bank
How many
Smashables do
you own?
x
S
o
u
n
d

I
c
o
n
s

Smash
Your
Brand

Icons
Design Icons Functionality sound
Eco System Naming Ritual
Functionality sound
Wheel Silhouette Ear plugs
Eco System Colours Navigation
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Rituals are
hardwired in our
brains.
PICTURE OF PIGEON
A pint!
BRAND
sense
by Martin Lindstrom
A branded ritual
BRAND
sense
by Martin Lindstrom
1.
Sanitary

2.
Taste

3.
Old Mexican tradition

BRAND
sense
by Martin Lindstrom

"The Corona Lime
Ritual was invented in
December 12, 1981 by
a bartender in
California to test how
fast a ritual is able to
spread!"
H
e
a
v
y

I
m
p
o
r
t
a
n
t

M
o
d
e
r
a
t
e

L
i
m
i
t
e
d

Z
e
r
o

RITUAL
Cosmetics
Toothpaste
Alcoholic beverage
Shavers
Shampoo
Lifestyle drugs
Beverage (soft)
Energy drinks
Cell phone
Clothing
Jewelry
Leisure travel
Automobile
Fast food
Cleaning
products
Candy
Banks
Credit
cards
Hi-Fi
Gasoline
Coffee
Watches
Software
Computers
Business travel
TODAY POTENTIAL VS. TODAY
S
U
B
C
O
N
S
C
I
O
U
S
N
E
S
S
100%
80
60
40
20
0
FUTURE
BRAND
sense
by Martin Lindstrom

Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

E
n
g
a
g
e
m
e
n
t

Emotion
Symbol
Smashable links
Senses
HSP
E
n
g
a
g
e
m
e
n
t

Emotion
Symbol
Smashable links
Senses
HSP
?
1 2 3 4 5 6 7 8 9 1 0
8 points to
consider
1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1.
Do you appeal to the
non-conscious?

2.
How sensory is your
brand?
3.
What's your green and
blue script?
4.
Can I
Smash Your Brand?
5.
Which Smashables
do you own?
6.
Do you own a Somatic
Marker?
7.
Do you own a PJS?
8.
What is your
emotional strategy?
BRAND
sense
by Martin Lindstrom
Tell me and I'll
forget.
Show me and I might
remember.
Involve me and I'll
understand!
Anonymous Proverb

Buyology

Diunggah oleh

Informasi Dokumen

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Buyology

Diunggah oleh

Hak Cipta:

Format Tersedia

This is your

Anda mungkin juga menyukai