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Ive only read two business books from cover to cover in the last five years: Buyology and Brandwashed. It is no coincidence that Martin Lindstrom is the author of both of those books.

Martin Lindstrom understood the wisdom of the net before most of us. Now hes sharing his best wisdom with you. Dont miss out.

- Steven Levitt, bestselling author of Freakonomics

- SETH GODIN, Author of Permission Marketing

Martin Lindstrom is one of brandings most original thinkers.

- Robert A. Eckert, CEO & Chairman, Mattel Inc

When someone qualified challenges the conventional thinking, it will result in a fresh perspective and give food for thought about the way children behave. Martin Lindstrom does this.

The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact when building brands. This is Martin Lindstroms basic message.


- Philip Kotler

The Program
9.00 10.00am
The Morgensons - the worlds largest social media experiment
If you think online social media is powerful, then try offline social media. What generates word-of-mouth recommendations and how is it that some brands seemingly thrive on it? Whats the psychological insight behind how word-of-mouth spreads and sometimes doesnt? Which brands seem to get it right, which dont - and why? In 2009 Hollywood released The Joneses, a movie about a perfect family moving into a suburban neighborhood. Only the truth behind why they were there was hidden from neighbors and soon-to-be-friends. The Joneses had been planted, posing as a family unit to use whatever stealth tactics possible to influence their community to buy the very brands and products catching the eyes of an admiring and coveting - neighborhood. In 2010, Martin Lindstrom conducted the very same exercise. For real. A family in Laguna Beach California was cast to play the Joneses in a 6-month experiment that would prove first hand the extraordinary power of word-of-mouth, and how people in a position of trust are able to (very easily) convince others to make purchasing decisions, simply on the strength of say-so. Using hidden cameras and microphones located around the house, with a production crew monitoring from an off-site location, the Morgenson family went into action, hosting dinner parties and brunches, where specially selected brands were deliberately flaunted to the friends, neighbors and guests. Every interaction was filmed as it happened. The sell, in almost every case, worked. Sales of the chosen brands increased as the friends started buying products in turn influencing their friends to do the same. Is this real world, offline behavior a greater force of persuasion than online? Than, say, Facebook? Results of the experiment seem to suggest it is. Could word-of-mouth, in the hands of wily marketers, become the newest, most enduring, greatest of all marketing techniques? Its entirely possible and based on this experiment, quite likely. The world of business is in a state of flux as the old and entrenched marketing methods crumble in the social tsunami, powered by technology. And in the middle is the most ingenious and costeffective solution of them all. People influencing other people. Word-of-mouth. 2 NEW ETHICAL GUIDELINES: The Wikileaks of Brands is soon to arrive. What will this mean for brands and for the ethical codes? How far can - and how far should companies go in the future? Lindstrom has secured the opinions of 2,000 consumers worldwide in order to explore the future set of guidelines for brands to adapt to in order to be ethical and safe yet still not fall behind the rapid evolution of marketing and privacy.

[60 minutes]

10.00 10.45am

Social branding how consumers will soon become better marketeers than professional marketeers
Everyone talks about online social media however this is only the beginning, be prepared for the next big thing: Social Branding. How do you plan for a release of a brand where the marketing campaign neither contains TV, print, outdoor or online advertising instead its relying on the consumer talking about you? Youre stocked with a facebook page, spending tons of energy on your twitter updates, are actively writing numerous blogs - yet for some reason your brand effort never seems to take off. In this session youll find out what youre doing right - and what youre doing wrong. Today close to 20% of the time spent on the internet is spent on Facebook predictions indicate that by 2015 close to half of the time we spend on the internet will take place on Facebook, the rest on apps and closed communities. The internet as we once knew it is about to change forever!

[45 minutes]

In this fascinating presentation Lindstrom takes the audience behind the scenes of all the major online social media. He explores the secrets to why some brands seem to be owned by the consumer and why others, time after time seem to get it wrong. Packed with several ground-breaking studies on Social Branding, Lindstrom explores the next big thing after Social Media. 3 NEW ETHICAL GUIDELINES: The concept of privacy is about to change forever. With the arrival of the Supercookie, software which is able to recover all past history of consumers surfing patterns, no data is any longer off limits. Great news for advertisers - or is it? How far can and how far should companies go in the future in terms of collecting consumer data and acting on it? Lindstrom has secured the opinions of 2,000 consumers worldwide in order to explore the future set of guidelines that brands need to adapt to in order to be ethical and safe yet still not fall behind the rapid evolution of marketing and privacy.

Some of the most powerful brand releases in recent times didnt take place using conventional ads or TV commercials instead the consumer identified the product, grew the brand and turned it into a worldwide sensation. In the entire history of marketing weve never witnessed whats happening right now a transfer of brand ownership from the corporation to the consumer. In order to make this happen brands need to change the entire way theyre built, released and maintained. Yes, for sure Facebook, Google+ and Twitter are essential components in this strategy, but theres much more to the story.

10.45 - 11.00am Coffee break (15 minutes]

11.00 12.00pm

Oh, sweet memories

Why do we buy 7% more when walking counter-clockwise in a retail store? Why does the latest invention of speed bumps in retail stores increase the sales by 6%? Why do we seem to be substantially more attracted to the past compared to the future? Why are 35% of all ads today based on fear? Why are guilt and fear the two biggest drivers among consumers - and what will this mean for brands? As the recession continues, consumers seem to be more and more attracted by the past. The phenomena is called Rosy Memories and is scientifically proven to be a survival mechanism for us all to clutch at. But what will this mean for the future of product and retail design? Witness how some brands have tapped into the idea with major success - by living the past at every possible touch point. In this presentation Lindstrom looks into the psychology of why we all seem to be so drawn to the past and what this will mean for brands. Learn how hope will become the new concept that marketeers will tap into in order to sell more products. But this presentation will also look into other fascinating aspects of the latest science of retail design, including an exploration of: Why we buy up to 7% more when a retail store is designed so that you have to walk counter clockwise.

[60 minutes]

Why the concept of speed bumps seems to take off in a major way due to how retail stores are designed Why concepts like fresh will become the key driver for all future retail design. In this fascinating presentation Lindstrom explores concepts like the finished touch - the idea that we all feel guilty and thus the manufacturer now deliberately only finishes the product to 95% and allows the consumer to add the finished touch to the product in order to minimize guilt. Finally Lindstrom will explore the biggest trend of them all how fear will soon override all of our behaviour, and why 35% of all ads already are tapping into this. 2 NEW ETHICAL GUIDELINES: The psychology of product and retail design has reached new heights. With the latest insight from Lindstroms studies we now know much more about what makes a retail store work, what makes a product design appeal and what makes a loyalty program stick better than ever before. But this leading-edge insight also requires companies and brands to take ethical standards into their own hands and determine how far they should go. Lindstrom has secured the opinions of 2,000 consumers worldwide in order to explore the future set of guidelines for brands to adapt to, in order to be ethical and safe, yet still not fall behind the rapid evolution of marketing and privacy.

12.00 - 12.15pm - End Summary