Brand Sense by Martin Lindstrom Part 2 of 4 PDF

It simply makes
sense
by Martin Lindstrom
Copyright © Martin Lindstrom
Everyone
fundamentally
dislike beer the first
time they taste it

Just as we
fundamentally
dislike coffee the
first time we taste it

Beverage + emotions =
bonding

All blind tests shows
that we fundamentally
hate the taste of
Red Bull

So why is the energy
drink category the
fastest growing Red bull pic
beverage segment with

Red Bull as the ultimate
leader?

Stimulation Stimulation
Excitement Excitement
Youthful Youthful
Everyday
Ibiza Red Bull
life

Why do we love
re-watching our favorite
movies?

This was the very theory
driving one of the Chinese farm
biggest discoveries in
Danone’s 93 year history

The taste of Chinese evian ad
nostalgic water

We tend to remember
the past in a very
positive light for some
reason

No
A white Christmas only
It always snowed
happened 7 times since
during Christmas
year 1900. –
right?is called
(The phenomena
Dickens’s nostalgia for his lost
childhood)

Extreme
Sensory defining moments

High
Moderate
Some
Low
Years
2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72

A Branded
Rosy Memory

1st-2nd 2nd-3rd 4 rd-5
3th -4th
Girlfriend Girlfriend Girlfriend
Cola generations
Son Son Son
Dad
Mom
Daughter Daughter Daughter
Boyfriend Boyfriend Boyfriend

The answer...

Smash Your Brand
What’s really going on

in our brains?

It all began in
1975…

In 2004 the secret was
revealed…

Experiment
#1
In blind tasting
tests, consumers
preferred the taste
of Pepsi but…

Experiment
#2
…when the brand

name was
revealed, the
respondents’
taste preference
changed

Frontal lobe
Executive Anterior Cingulate
Effort
The Cool lobe

Parietal Spot
Attention
(Broadmann Area 10)
Working
Ventrolateral
Memory
frontal cortex
The collecting spot
(Right Mesial
prefrontal Cortex)
Temporal lobe
Understanding
Craving spot Amygdala/

(Nucleus Accumbens) Emotioncortex
Orbitofrontal
Amygdala/
Fear cortex
Orbitofrontal
Long term
Hippocampus
memory

What do we
recall best? What we SEE
or what we SMELL

The sense of smell
emotionally affects
humans up to 75% more
than any other sense

Sensory
Importance
100 %
58%
45%
41%
31%
25%
Taste
Visual
Smell
Audio
Touch
Smell
Taste Touch
ACTUAL
PERCIEVED
Sound Sight

80% 90% vs
Have a Proustian experience

Hay Pine
Before…
1930 Horse Meadow

Before…
1930
After…
1930

Before…
1930
After…
1930Before…
1960

Before…
1930
After…
1930Before…
1960
After…
1960

Original Imitation

%
60
More 50
associations, 40
more loyal… 30
20
10
Senses
0 1 2 3

[Insert picutre of person
with binoculars]
Of all information people

receive is visual

49% increase

84%
Prepared to pay an additional…
$10.33
Singapore Airlines
Patented the smell of
”hot towels” in 1995

SIA Face Color 174c
SIA Eye Color 3948
SIA Lip Color 5425c
SIA Lip Color 122c

The Branded detail

Lufthansar 129 cm Qantas 129 cm AA 131 cm
Singapore Airlines tops every

survey despite similarity to
competitors in important features
like leg room and catering Cathay 129 cm Singapore Air 119 cm United 125 cm
Swiss 123 cm Delta 129 cm British Airways 129 cm

Can’t Can’t
turn the
smell turn the
off! smell off!

1
3 [Insert mcdonalds picture]
Of all American states

that McDonalds smells
of old stale oil.

42%
Of all Europeans states
that McDonalds smells
of old stale oil.

1 in 4 dislike
the noise at
McDonald's

2005
McDonalds 2015 Aroma
Auditory
Tactile
Flavor Visual

Tactile
presence
Time
Glass Plastic Can Cup

1995
Coca-Cola 2015 Aroma
Auditory Tactile
Flavor Visual

Stability
Rewarding
Classic
History Spontaneity
Humor Fun Strength

Power
Intelligence Sweet
Independence
Fizzy
Quality
Freedom
Extreme

And the winner was…

60% vs
55%
Has the stronger tactile sensation in the US

30%
22% [Illustration of coke
and vodafone logo]

Quality Touch

Biggest import?

Soft-
drink
15.1
Home Sports Fast Soft Ice-
CATEGORY Ent wear food drink Auto Phone cream Soap
Some/very
11.6 82.2 10.4 15.1 49.1 43.9 21.7 61.5
important

The amazing
power of touch…

Touching makes
us tip more…
Source: Kleinke 1977

People are more
likely to provide
help when
touched
Source: Gueguen 2003

When strangers
were touched
lightly on the arm
they helped the
person up from
63% to 90%
Source: Gueguen 2003

When selling a second
hand car – those
touched for
1 second rated the seller
as more sincere,
friendly, honest,
agreeable and kind.
Source: Erceau and Gueguen 2007

LEVERAGE % %
THE 5 SENSES Today Future
Tactile
Vision 84.2 99.7 Taste
84.1 Aroma
Audio 12.1
Audio
Aroma 1.9 1.9
Vision
Tactile 0.9 2.9
Taste 0.9 1.,9

LEVERAGE % %
THE 5 SENSES Today Future
Tactile
Vision 84.2 54.0 Taste
20.0 Aroma
Audio 12.1
Audio
Aroma 1.9 17.0
Vision
Tactile 0.9 6.0
Taste 0.9 3.0

We all know the
smell of a new car!
(however it dosn’t exist!)
BRAND
sense
by Martin Lindstrom

But do we know how a
new Porsche smells?

The problem!

800 odor
components

Eau
Rolls Royce
1965

Adopting a signature
tune across all
channels

Adopting a signature
tune across all
channels

Acura TSX’s
quality touch

Superadditive
BSC %
Posterior cingulate
(attention and auditory
9.3memory)
Orbitofrontal
cortex: Preference
Visual cortex Sound Vision Synergy

We learned that the
18% 24%
sense of sight Smell
followed by smell Touch
then touch31%
were 20% Taste
Sight
the most 7% Sound
important factors
Source: Based on interviews with 3429 respondents across 19 countries
conducted by LINDSTROM company February 2012

TASTE TEST of grape,
30%
lemon-lime, cherry and
orange drinks
[illustration of colored
Color and flavor switched glasses]
Percentage able to
identify the drink…
Copyright © Martin Lindstrom McDonalds smell

Middle seat, anyone?

Perceived
value
Bonding

Lemon smell

Fish smell

Sound + Vision=
Reward

Remember…?

Smell + Vision = Signature tunes Signature graphics
Attention + memory
Both together

Sales increase
of kitchen
appliances 33%
Week 1 Week 2 Week 3 Week 4

Posterior cingulate
Sound + Vision =
Emotional
engagement =
Consumer Visual cortex
preference

77% increase

x

Sizzling steak

Pour into glass

x

Anything in
common?

Enhance
Stimulate

[insert picture of ford f-150 truck] [insert picture of Harley Davidson]

A branded “pop”

41% 67%
[insert picture of ford f-150 truck] [insert picture of Harley Davidson]
32% 29%

Non-branded Stimuli Branded Stimuli
Flensburger Beer’s
Classic beer
Bond trademarked “pop”
opening sound
sound
Enhance
Stimulate

Confidence (9,3)
”I feel like I run

the world when
I hold the Beo
4 in my hands”
1 2 3 4 5 6 7 8 9

Non-branded Enhance Branded Enhance
Distinct Tupperware
Distinct Tupperware opening sound reflecting
opening sound an ultimate ability to
Bond conserve food
Enhance
Stimulate

Non-branded Enhance Branded Enhance
Distinct Bang & Olufsen Distinct Bang & Olufsen

ring-tone ring-tone reflecting high
quality and uniqueness
Bond
Enhance
Stimulate

Bond
Unique
navigation
Bond
Enhance
Stimulate

Enhance
Stimulate

Insert b-roll of brain
scan here

Logo
Font
Embossed logo
Signal colour
Shapes
The Marlboro Flipritual
box
(executed daily by 72% of the
Plastic foilglobal
Marlboro audience)
Metal foil
Cigarettes
Perforation
Opening
Light

Smoking ritual…
Unwrap plastic foil Open box Unwrap metal foil
Knock on back Light cigarette Ash

Alfred Hitchcock’s
second script…

x

Theatre of
the stage

Theatre of
the stage

It’s all to do with [Picture of las vegas]
authenticity

REAL “It feels like plastic”

The perfect leaf

RELEVANT
Copyright © Martin Lindstrom marketeers

RECITAIL

RITUAL

AUTHENTICITY
4R

e Sensory Authenticity
Car Door SIA

AUTHENTICITY TEST smell sound
Does it feel real? 5 2 2
Does it feel relevant? 5 5 3
Does it represent a ritual? 5 3 3
Is it part of a recital? 5 5 3
TOTAL 20 15 11
SIA = Singapore Airlines
Total score above 10 = authentic

e Sensory Authenticity
Touch Touch
AUTHENTICITY TEST point 2 point 3
Does it feel real? (1=not relevant, 5=relevant)
Does it feel relevant? (1=not relevant, 5=relevant)
Does it represent a ritual? (1=not relevant, 5=relevant)
Is it part of a recital? (1=not relevant, 5=relevant)
TOTAL
SIA = Singapore Airlines
Total score above 10 = authentic

Rituals are hardwired in
our brains PICTURE OF PIGEON

We’re hardwired to
believe …
(…just try this!)

What is a ritual?

A fixed sequence of behaviors
and/or utterances that move us
from one state to another
(emotionally,
socially, physically)
They operate dualistically;

on a tangible, sensory level,
symbolic and emotional level

Tuborg’s Christmas beer

A pint!

A branded ritual

“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!”

Tell me and I’ll
forget.
Show me and I
might remember.
(February 23)
Involve me and I’ll
understand.

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It simply makes

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

beverage segment with

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Sensory defining moments

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Girlfriend Girlfriend Girlfriend

Boyfriend Boyfriend Boyfriend

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

What’s really going on

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

…when the brand

Copyright © Martin Lindstrom

The Cool lobe

Craving spot Amygdala/

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Have a Proustian experience

Copyright © Martin Lindstrom

1930 Horse Meadow

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Of all information people

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

SIA Eye Color 3948

SIA Lip Color 5425c

SIA Lip Color 122c

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Singapore Airlines tops every

Swiss 123 cm Delta 129 cm British Airways 129 cm

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Of all American states

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Copyright © Martin Lindstrom

Humor Fun Strength