Made in by Martin Lindstrom.

1. Made in…
by Martin Lindstrom

2. Smash Your B
S hY Brand
d
Country Branding?
Copyright © Martin Lindstrom 2008

3. Why?
Wh ?

4. The King f O
Th Ki of Orange
BRAND
sense
by Martin Lindstrom
Copyright © 2003 MartinLindstrom.com & Millward Brown blue

5. Smash Your B
S hY Brand
d
Irish dirt:
$58 per kilo
Copyright © Martin Lindstrom 2008

6. Paris =
Louis Vuitton
Copyright © 2006 LINDSTROM company

7. 80%* of
%
Louis Vuitton’s
global sales take
place in Japan
(72% of all Japanese girls
prefers their marriage to
take place in France)
* Note: Time Magazine 2008
Copyright © 2006 LINDSTROM company

8. Swiss Made…
Made
Copyright © 2006 LINDSTROM company

9. RATIONAL
VS.
VS
EMOTIONAL
BRAND
sense
by Martin Lindstrom

10. Do you always
take the paper
second from
the top?
p
Copyright © Martin Lindstrom 2008

11. Our non-consciousness
non consciousness
BRAND
sense
by Martin Lindstrom

12. Neuromarketing
Copyright © Martin Lindstrom 2008

13. We’re as
advanced as
Columbus was
in 1492.
Copyright © Martin Lindstrom 2008

14. 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) Emotion
Orbitofrontal cortex
Amygdala/
The Recession Spot
Fear
Orbitofrontal cortex
(Amygdala)
Long term
Hippocampus
memory
Copyright © Martin Lindstrom 2008

15. What if Chanel were:
”Made in Baden-Baden”? Chanel
Baden-Baden

16. Posterior cingulate
Country sound =
Emotional
engagement =
Visual cortex
Consumer
preference
Copyright © Martin Lindstrom 2009

17. 77% increase
Copyright © Martin Lindstrom 2009

18. The t ti
Th starting point…
i t

19. MY INDONESIA – JUST A SMILE AWAY
MALAYSIA TRULY ASIA
The wrong g
starting point…
!NDREDIBLE INDIA
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

20. The power of non-
conscious signals
Copyright © Martin Lindstrom 2008

21. Copyright © Martin Lindstrom 2008

22. Marlboro
BRAND
sense
by Martin Lindstrom

23. Priming
BRAND
sense
by Martin Lindstrom

24. Priming
BRAND
sense
by Martin Lindstrom

25. Priming
BRAND
sense
by Martin Lindstrom

26. Priming
BRAND
sense
by Martin Lindstrom

27. Smash Your Brand
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

28. ure
Pictu
Smash
x Your Picture
Brand™
BRAND Smell
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

29. The ear phones
BRAND
sense
by Martin Lindstrom

30. adidas
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

31. The most powerful
ad of them all
all.
Copyright © Martin Lindstrom 2008

32. Ironically, this is
less po erf l
powerful.
Copyright © Martin Lindstrom 2008

33. While we’re awake,
we’re affected
’ ff t d
every second by
subliminal
signals …
Copyright © Martin Lindstrom 2008

34. Somatic Markers
Copyright © Martin Lindstrom 2008

35. Sticking to the
mind…
mind
Copyright © Martin Lindstrom 2008

36. Or remember ?
remember…?
Copyright © Martin Lindstrom 2008

37. Socrates and his
students
Copyright © Martin Lindstrom 2008

38. The result – the
creation of a
Somatic Brand
Marker.
Copyright © Martin Lindstrom 2008

39. A toy store
store…
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

40. …or a Somatic
o So at c
Marker toy store
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

41. A Fence Hire
Company…
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

42. …or a Somatic
Marker Fence
Hire Company
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

43. It is of course
course…
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

44. Australia’s ECO
Somatic Marker
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

45. Denmark's
Liberal Somatic
Marker
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008

46. The l t
Th value transfer…
f

47. Sensory System
Primary visual cortex
Primary auditory cortex
Parietal
P i t l cortex
t
ward
tion & rew
Hippocampus
Amygdala
DLPFC
mory, emot
VLPFC
Orbitofrontal cortex
Mem
Copyright © Martin Lindstrom 2008

48. TURKEY SWITZERLAND
Copyright © Martin Lindstrom 2008

49. Vorsprung durch
Technik
Copyright © Martin Lindstrom 2008

50. Positive Somatic Marker
Source Vorsprung durch
Own
Quality Consistency Trust
approvedd experience
i
Technik
Copyright © Martin Lindstrom 2008

51. Quality Source
approvedd
Own
experience
i
? Consistency Trust
Copyright © Martin Lindstrom 2008

52. 100%
DING
TRY BRAND
2015 VS. TODAY
2015
TODAY
80
Germany
U.S.
US
COUNT
60 UK
Switzerland Canada New Zealand
France Australia
Italy Peru
40 Norway
Japan Sweden
Spain Denmark Singapore
China Mexico
Taiwan Indonesia
20 Brazil Thailand
UAE Greece
India
0 COUNTRY OF ORIGIN AS A BRANDING STATEMENT
Moderate
nt
Heavy
e
Limited
Zero
y
d
o
Importan
Copyright © Martin Lindstrom 2008

53. 2.
1. Which Smashable
What sets your components
country aside from should be
the rest of the associated with
world? your country in the
future?
4 points to 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
consider 3.
Create Somatic
4.
Markers securing a Craft a strategy for
true ownership of the commercial
your message brands to leverage the
country brand at the
same time as building
the overall country
image
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Copyright © Martin Lindstrom 2008

54. “Tell
“T ll me and I’ll
d
forget.
Show me and I might
Benjamin Franklin
remember.
Involve me and I’ll
understand!”
BRAND
sense
by Martin Lindstrom
Copyright © Martin Lindstrom 2008