Martin Lindstrom Quotes

What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.

Imagine Pepsi without Coke. Impossible, right?

When we brand things, our brains perceive them as more special and valuable than they actually are.

Products are produced in the factory; brands are produced in our minds.

Branding is not about what something says or what it means, but how it makes us feel.

Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.

We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset slowly disappearing from our world.

Brand handling synergy means developing and communicating your company's values and identity consistently.

A global brand building strategy is, in reality, a local plan for every market.

Thus ideas like subliminal advertising today rarely works and or even exists.

Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later.

Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.

Brands must make use of the inclination of consumers to be persuaded by friends.

Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.

Remember, that the logo is really the dot on top of the i.

A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.

Word-of-mouth is powerful, trusted, and cheap.

A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.

Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.

Rituals build brands.

Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.

If we define value as emotions - and emotional engagement...i.e. love!

We're all obsessed with our smartphones and thus really don't see anything around us.

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.

The enemy shapes the brand.

Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.

Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.

[Logo] is an encapsulation of an emotion.

I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

The reality is that a brand can no longer afford to be "friends with everyone."

Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.

Consider Brazilian cosmetics brand Natura, which deploys a direct-sales force of more than 718,000. By knocking on doors, it has established a vibrant network of brand supporters.

I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.

The U.S. has dominated and continues to dominate the society and thus products and brands activating fear - and subsequently removing fear are selling substantially better than in other countries.

The cornerstone of religion, a clear vision can inspire great action and firm conviction.

The world's holy texts are built on ancient oral traditions.

Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.

Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

90 percent of all Gillette shavers are bought by women for the men in their lives