Submitted by: Submitted by fbarrazal
Views: 315
Words: 838
Pages: 4
Category: Business and Industry
Date Submitted: 06/02/2011 12:29 PM
Made in…
by Martin Lindstrom
Smash Your B S hY Brand d
Country Branding?
Copyright © Martin Lindstrom 2008
Why? Wh ?
The King f O Th Ki of Orange
sense
BRAND
by Martin Lindstrom
Copyright © 2003 MartinLindstrom.com & Millward Brown blue
Smash Your B S hY Brand d
Irish dirt: $58 per kilo
Copyright © Martin Lindstrom 2008
Paris = Louis Vuitton
Copyright © 2006 LINDSTROM company
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
Swiss Made… Made
Copyright © 2006 LINDSTROM company
RATIONAL
VS. VS
EMOTIONAL
sense
BRAND
by Martin Lindstrom
Do you always take the paper second from the top? p
Copyright © Martin Lindstrom 2008
Our non-consciousness non consciousness
sense
BRAND
by Martin Lindstrom
Neuromarketing
Copyright © Martin Lindstrom 2008
We’re as advanced as Columbus was in 1492.
Copyright © Martin Lindstrom 2008
Frontal lobe Executive The Cool lobe Parietal Spot Attention
Anterior Cingulate Effort
(Broadmann Area 10)
The collecting spot
(Right Mesial prefrontal Cortex)
Working Ventrolateral Memory frontal cortex
Temporal lobe Understanding Craving spot
(Nucleus Accumbens)
Amygdala/ Emotion Orbitofrontal cortex Amygdala/ The Recession Spot Fear Orbitofrontal cortex (Amygdala)
Long term Hippocampus memory
Copyright © Martin Lindstrom 2008
What if Chanel were:
”Made in Baden-Baden”?
Chanel
Baden-Baden
Posterior cingulate
Country sound = Emotional engagement = Consumer preference
Visual cortex
Copyright © Martin Lindstrom 2009
77% increase
Copyright © Martin Lindstrom 2009
The t ti Th starting point… i t
MY INDONESIA – JUST A SMILE AWAY
MALAYSIA TRULY ASIA
The wrong g starting point…
!NDREDIBLE INDIA
sense
BRAND
by Martin Lindstrom...