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Buyology

Buyology

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Published by Guty Estevez
Libro acerca del neuromarketing
Libro acerca del neuromarketing

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Categories:Types, Research
Published by: Guty Estevez on Nov 29, 2012
Copyright:Attribution Non-commercial

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07/13/2015

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This is your

Buyology
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
Do you always
take the paper
second from
the top?
Copyright © Martin Lindstrom 2010
Knock on wood
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2009
RATIONAL
VS.
EMOTIONAL
Copyright © Martin Lindstrom 2009
Copyright © Martin Lindstrom 2009
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


Copyright © Martin Lindstrom 2009
It's free!
BRAND
sense
by Martin Lindstrom
Our non-consciousness
Copyright © Martin Lindstrom 2010
BRAND
sense
by Martin Lindstrom
7 out of 10
New products released
flopped
7 out of 10
1989
Copyright © Martin Lindstrom 2010
BRAND
sense
by Martin Lindstrom
7 out of 10
9
2009
out of 10
New products released
flopped
Copyright © Martin Lindstrom 2010
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
It all began in
1º75.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
In 2004 the
secret was
reveaIed.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
In blind tasting
tests, consumers
preferred the
taste of Pepsi
but.
Experiment
#1
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
.when the brand
name was revealed,
the respondents'
taste preference was
overruled by the
brain.
Experiment
#2
Copyright © Martin Lindstrom 2010
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)
Copyright © Martin Lindstrom 2010
Neuromarketing
Copyright © Martin Lindstrom 2008
Some brands
might help us
to find out.
Copyright © Martin Lindstrom 2008
Some brands
might help us
to find out.
Copyright © Martin Lindstrom 2008
Some brands
might help us
to find out.
Copyright © Martin Lindstrom 2008
And how
come.?
Copyright © Martin Lindstrom 2008
But how
come.?
Copyright © Martin Lindstrom 2008
We decided to
dive into our
subconscious mind -
using spirituality as
our guIde.
Copyright © Martin Lindstrom 2008
First we selected
12 holistic
brands.
Copyright © Martin Lindstrom 2008
.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
?
Copyright © Martin Lindstrom 2008
...and tested them
against our
faith.
Copyright © Martin Lindstrom 2008
Our objective?
Can and should
brands learn from
the world of
religion?
Copyright © Martin Lindstrom 2008
41 percent
correlation
between holistic
brands and
religious faith.
BRANDscan 0248343
Ù
//

BRANDscan 038471
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
Symbols
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery
A clear vision
Storytelling
Sense of belonging
Rituals
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008


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
Copyright © Martin Lindstrom 2011

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

Copyright © Martin Lindstrom 2011

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


Copyright © Martin Lindstrom 2011

Food + word-of-
mouth = priming
Copyright © Martin Lindstrom 2011

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)
Copyright © Martin Lindstrom 2011

Forget about
electronic social
media
(Which for now is only 6%)
77% Face-to-Face
17%
phone
Copyright © Martin Lindstrom 2011

Seeder profile =
seeder aspiration
= desired
perception
Copyright © Martin Lindstrom 2011

AppIe's 114
x
Copyright © Martin Lindstrom 2011

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
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Copyright © Martin Lindstrom 2008

Remember.?
Copyright © Martin Lindstrom 2008
Man is the creator of
change in this world. As
such he should be
above systems and
structures, and not
subordinate to them.
´
µ
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
"We're seIIing hope."


/·2UpDO
Copyright © Martin Lindstrom 2008
How?
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
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
Copyright © Martin Lindstrom 2008
"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
Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
How?
Copyright © Martin Lindstrom 2008
Virgin
Galactic
+
=
Courage
Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
Google
Earth & Sky
+
=
Search
BRAND
sense
by Martin Lindstrom
<RXFDQ·WMXVWVD\
it ² you need to
live it!
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
IKEA's archItecture
philosophy
Staff name:
Staff email:
Staff phone:
4 Northcliff Street ÷ Sydney 2012 NSW
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
[Insert picutre of person
with binoculars]
Copyright © Martin Lindstrom 2010
The experiment
Picture from deck
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
Quality Touch
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
More associations,
more IoyaI.
1 2 3
60
50
40
30
20
10
0
%
S
e
n
s
e
s

Copyright © Martin Lindstrom 2010
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
Copyright © Martin Lindstrom 2010
Sound + Vision=
Reward
Copyright © Martin Lindstrom 2010
29%
Copyright © Martin Lindstrom 2010
Signature tunes Signature graphics
Both together
Sound + Vision =
Attention + memory
Copyright © Martin Lindstrom 2010
Posterior cingulate
Visual cortex
Sound + Vision =
Emotional
engagement =



Consumer
preference
Copyright © Martin Lindstrom 2010
77% increase
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008




A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Mystery

Symbols

Sense of belonging

Rituals

Evangelism




Copyright © Martin Lindstrom 2008
What's it worth?
Copyright © Martin Lindstrom 2008
What's it worth?
´7KLVLVRQHVPDOOVWHSIRU
man but one giant leap for
PDQNLQGµ
Copyright © Martin Lindstrom 2008

$10 million
Copyright © Martin Lindstrom 2008
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
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Copyright © Martin Lindstrom 2010
Somatic Markers
Copyright © Martin Lindstrom 2010
Sticking to the
mInd.
Copyright © Martin Lindstrom 2010
Dr remember.!
Copyright © Martin Lindstrom 2010
An emotional
bookmark
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
A toy store.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
.or a Somatic
Marker toy store
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010

60% in 4 seconds
Copyright © Martin Lindstrom 2010
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
A Fence Hire
Company.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
.or a Somatic
Marker Fence
Hire Company
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
IKEA's archItecture
philosophy
Staff name:
Staff email:
Staff phone:
4 Northcliff Street ÷ Sydney 2012 NSW
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
.or a Somatic
Marker toy store
A blender served
as a Somatic
Marker
Copyright © Martin Lindstrom 2008
Spiderman
leveraging the
power of a
Somatic Marker.
Copyright © Martin Lindstrom 2008
.on the ceiIing.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Copyright © Martin Lindstrom 2008
Campaign
Results
Campaign Results
Linear planning Interactive planning
?
Brand War-
Room Evaluation
Brand War-
Room Evaluation
Brand War-
Room Evaluation
Copyright © Martin Lindstrom 2008
Fame comes to
Shanghai
Copyright © Martin Lindstrom 2008
In the meantime,
on the other
side of the
worId.
Copyright © Martin Lindstrom 2008
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
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

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

(Look carefully at this
billboard.)
Copyright © Martin Lindstrom 2010
Now look at the
billboard one more
tIme.
Copyright © Martin Lindstrom 2010
Picture from deck
It all began in 1915
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
Guess who.?
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
Smashable.
1 2
3 4
5 6
7 8
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
x
S
o
u
n
d

C
o
l
o
r

Smash
Your
Brand
¯
Color
Copyright © Martin Lindstrom 2010
Eight out of
hc0onaId's
nineteen
smashable
components.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008
Staff name:
Staff email:
Staff phone:
4 Northcliff Street ÷ Sydney 2012 NSW
Do it your self
Ingvar Kampard
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
The pIcture check.
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2010
Clip-art-marketing
Airbus Lufthansa
GM
UBS
S
i
e
m
e
n
s

KPMG
Nokia
Tiffany & Co
Deutsche Bank
Copyright © Martin Lindstrom 2010
How many
Smashables do
you own?
Copyright © Martin Lindstrom 2010
x
S
o
u
n
d

I
c
o
n
s

Smash
Your
Brand
Œ
Icons
Copyright © Martin Lindstrom 2010
Design Icons Functionality sound
Eco System Naming Ritual
Functionality sound
Copyright © Martin Lindstrom 2010
Wheel Silhouette Ear plugs
Eco System Colours Navigation
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Copyright © Martin Lindstrom 2008
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!"
Copyright © Martin Lindstrom 2008
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
Copyright © Martin Lindstrom 2008


Sense of belonging

A clear vision

Power from enemies

Sensory appeal

Storytelling

Grandeur

Evangelism

Symbols

Mystery

Rituals

Copyright © Martin Lindstrom 2008
E
n
g
a
g
e
m
e
n
t

Emotion
Symbol
Smashable links
Senses
HSP
Copyright © Martin Lindstrom 2008
E
n
g
a
g
e
m
e
n
t

Emotion
Symbol
Smashable links
Senses
HSP
?
Copyright © Martin Lindstrom 2010
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
Copyright © Martin Lindstrom 2010
°Tell me and I'll
forget.
Show me and I might
remember.
Involve me and I'll
understand!¨
Anonymous Proverb

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