part 1 buyology

BuyBuy--ologyology

TM

by Martin Lindstromby Martin Lindstrom

Copyright © Martin Lindstrom 2008

It all began…


It all began…

buy ologyby Martin Lindstrom


Deaths of 200,000 Chinese and

Japanese immigrants


Japanese immigrants between 1989 – 1998

investigated.



University of California in San Diego sociologist, David Phillips, was


David Phillips, was able to conclude…



…across North America there’s a 13% increase in

death rates on the


death rates on the 4th of every month.



But most surprisingly…

…in California, there’s a 27%

increase in death


increase in death rates on the 4th of every month.



A bid is given at an auction in

Guangzhou, China on September 3,


on September 3, 2006



$11,000


$11,000



Good luck


Good luck



But…4 = death


4 = death



The invisible floor


floor



Our brain’s fight between rational and irrational


and irrational thinking



People in the western world are


western world are just as influenced…



Friday the 13th




The more rational we think we are,

the more irrational the


irrational the decisions we

make.



But how many brands do you

remember?



remember?(After having looked at

these 12 logos for 1 minute.)


Brands are all about irrational


about irrational behavior



On average, we’re able to only

remember ¼ of

X


remember ¼ of the brands.

X Xbuy ologyby Martin Lindstrom


X…despite the fact that the 9 other brands

spend a combined $29



combined $29 billion to ensure you remember

them!Copyright © Martin Lindstrom 2008

This is what our brains can cope

X


brains can cope with…



The concept of brand building seems to have


seems to have run out of steam.



Our source of guidance seems to

generate a fundamental


generate a fundamental

disconnection.



Predicting the future based on

exploring the


past seems questionable.



Or by asking…?


Or by asking…?



The car industry gave it a go…


gave it a go…



…so did the Japanese!


Japanese!



Let’s go back to basics…

BRANDsenseby Martin Lindstrom

basics…




Our outdated


brand toolbox



New thinking is


New thinking is wanted



Considering


Considering



New TVCThe harsh reality is…


reality is…



Neither the brand toolbox

nor our thinking


nor our thinking have evolved.



It’s all about innovation…


innovation…



But sometimes innovation

seems stuck in


CD-playerseems stuck in time…



We’ve learned that evolution


CD-playerthat evolution

isn’t linear.



Driving faster doesn’t mean adding more


adding more horses to the

team.



Or, in advertising terms, adding

flashier, sexier,


flashier, sexier, more prominent

logos.



Noise


Noise



Our filter is getting thicker


getting thicker and thicker…



Remember Al Gore’s


Al Gore’s frog story?



Why do you

The fundamental problem:


Why do you love me…?



An unusual


An unusual marriage



It all began in



It all began in 1975…



But if Pepsi tastes better, how come



how come consumers still prefer Coke?



In 2004 the secret was



secret was revealed…



In blind tasting tests, consumers preferred the

Experiment#1



preferred the taste of Pepsi

but…



…when the brand name was revealed, the respondents’

Experiment#2



the respondents’ taste preference was overruled by the

brain.



Neuromarketing


Neuromarketing



We’re as advanced as Columbus was


advanced as Columbus was in 1492.



Brain damage enables today’s knowledge about


knowledge about the brain.



Neuroscience + Marketing =


Marketing = Neuromarketing



No Knickers

It’s one thing to be rational


Underweare build up

No Knickers.com

to be rational – another to be emotional!



Finding the window with the best possible

BRANDscanby Martin Lindstrom


best possible view.



fMRI



fMRI



SST



SST



x




The challenge


The challenge



Why trust Neuromarketing?


Neuromarketing?



Is it possible to predict the


to predict the future?



A live experiment with a young lady and


a young lady and a “Blind Date”



fMRI PredictionsMA

TC

H

1140

1120

1100

1140

1120

1100


1100

1080

1060

1100

1080

1060


2 years later they’re still


they’re still together!



The catch-22


The catch-22



The good

The bad


And the brand new…



Rational versus emotional


emotional



Rationality versus emotion


versus emotion




A s u m m a r y . . .

By Martin Lindstrom .com


What are the key drivers in our


drivers in our lives?



Fear and drug Drug related pic.


Fear and drug abuse...



Murdoch’s two main drivers:

[Fox screenshot]


main drivers:

fear & patrotism



Fundamental human behavior


human behavior



Fear is pushed from everywhere...

[Fox screenshot](28% of North Americans


(28% of North Americans take some sort of drug to

counter fear!)



They all have one thing in


one thing in common…


Remember…?


Remember…?



Or remember…?


Or remember…?



24 students and their recall of


their recall of 9/11



Socrates and his students


students



The ultimate


The ultimate wish



The final five seconds of

deliberation are the most crucial


the most crucial when making a brand choice.



The result – the creation of a


creation of a Somatic Brand

Marker.



Storm hitting


Storm hitting small village



A toy store…



A toy store…



…or a Somatic



…or a Somatic Marker toy store.



A blender served as a Somatic


as a Somatic Marker



Or cosmetic products served

as a Somatic


as a Somatic Marker



…and generated such buzz that


such buzz that this appeared…



Spiderman leveraging the

power of a


power of a Somatic Marker…



Security Glass from 3M:

prompting the


prompting the creation of a

Somatic Marker



Or an ordinary message served by leveraging the

power of the


power of the Somatic Marker



AUDI’s secret Somatic Marker…


Somatic Marker…



Vorsprung durch


Vorsprung durch Technik



Swiss made…


Swiss made…




A s u m m a r y . . .

ByMartin Lindstrom.com

IRRATIONAL BEHAVIOR


IRRATIONAL BEHAVIOR


NEUROSCIENCE + BRANDS


NEUROSCIENCE + BRANDS


NEW GROUND RULES


NEW GROUND RULES


NEW TOOLS


NEW TOOLS


SOMATIC MARKERS


SOMATIC MARKERS


Next …


Next …



The best way of predicting the future is to

Alan Kay



future is to invent it.



part 1 buyology

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