“If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.” IfsWellsWould BeBrainInformationBuildingKeysBrandsFiltersMarketersBuilding A Brand Author:Martin Lindstrom
“Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.” IfsThinkingFactsMightCompanyTalkingMarketingBillionsBrandsBudgetsConsideringModestEquityManiacsLegosTypos Author:Martin Lindstrom
“If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.” IfsEyeSoundWalksWorshipSmellBrandsMassiveBellsOrgansLackingStimulusSensoryIncenseRumblePlaces Of Worship Author:Martin Lindstrom
“Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon.” IfsStillsAbleSoundReligiousPiecesImagineColorPagesUniqueSingingRootsWindowGlassesPatternsSmellBrandsDevicesBottlesTornIconsCoca ColaStained GlassStained Glass WindowsShards Of Glass Author:Martin Lindstrom
“Online marketing rarely is able to appeal to more than two senses - yet offline often (if utilized the right way) represents the option of multi sensory appeals.” IfsWayTwoAbleMarketingSensesAppealsOnlineRight WaySensoryOnline MarketingOffline Author:Martin Lindstrom
“If we define value as emotions - and emotional engagement...i.e. love!” IfsValuesEmotionEmotionalEngagement Author:Martin Lindstrom
