Country Branding

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...