Martinlindstrom.com

Welcome to the world's first video blog on brand building. Every week -– all year around -– Martin Lindstrom and his team will visit more than 40 countries across the world exploring new and innovative ways of building brands.

Title: Losing your senses
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Views: 1022
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(4.5/5)

Seattle, U.S.A.: In 1976 a small Seattle café laid the foundations for a coffee empire. By 2008, Starbucks has grown from its single store location to being a multinational presence: more than 15,500 stores in 44 countries. Starbucks’ success was built on a key differentiator. It made coffee drinking a sensory experience. Ironically, as Martin Lindstrom’s BRAND sense research revealed, Starbucks lost its hold on the crucial sensory touchpoint: the inviting smell of fresh coffee. Join Martin Lindstrom to discover how one brand lost its senses, and what it’s doing to regain them.

Title: Bench marketing
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Views: 2674
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(4.76/5)

NYC, U.S.A.: One current exhibition at New York City’s MoMA reveals a key lesson for marketers. Using screens, it displays the telephone traffic in and out of the city, showing that nearly all incoming calls, from all over the world, are made to suit NYC’s business hours. The airline industry observes phone traffic to develop schedules and plan routes. Destinations with the greatest incoming phone traffic are likely to be profitable destinations for airlines. This is what bench marketing is all about: observing another industry’s success and failures to help you think outside the box about your own brand and business planning.

Title: Driving brand distinction
Running Time: 04:07
Views: 5115
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(4.67/5)

SYDNEY, AUSTRALIA: In the old days, motorists got their car engines started by turning a crank shaft on the front of the vehicle. The hole necessitated by the crank shaft sat right in the middle of where manufacturers attached the motor car’s model name or number. It was this functional fact that led Peugot to construct all its model numbers with a zero between two other integers. And it is this naming structure that remains so recognizably the property of Peugot today. Join Martin Lindstrom as he discusses the importance of establishing and owning your brand’s distinctive naming conventions.

Title: Water sources
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Views: 4553
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(4.75/5)

MIAMI, U.S.A.: Water is a leader in the FMCG category for reinvention. Beverage companies astound us with innovations on the most fundamental of all products. Now, China is using water as a means of reinventing itself. San Benedetto water gives the impression of being from Italy, or perhaps even southern Switzerland. But this is to disguise the fact that the product is of Chinese manufacture. This is just one example – there are many brands spinning out of China that leverage other countries of origin as branding statements.

Title: Mass luxury
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Views: 6099
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(4.36/5)

SINGAPORE: Moet Hennessy Louis Vuitton is about to execute a radical brand migration - to TV. Never before has the premium brand advertised on the mass medium of television. Will this commercial context, shared with household products and sitcoms, dilute the Louis Vuitton mystique? Or is it possible for a brand to work for the mass as well as luxury markets? Join Martin Lindstrom in Singapore to consider whether LV’s bid for the giant Asia Pacific market will backfire or launch a whole new brand life.

Title: Green (brand) building
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Views: 6179
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(4.27/5)

TOKYO, JAPAN: Brand attention to environmental responsibility is often claimed, but how deeply does the consumer trust it? Do eco-friendly brands convince consumers that they are contributing to global warming solutions, or do they inspire the canny consumer’s skepticism? Neal’s Yard Remedies are building green credentials on a 38-year long trade in alternative and homeopathic remedies. Now, in Japan, where consumers have, for a decade or more, been encouraged by some personal care products to reuse and recycle shampoo containers, for example, Neal’s Yard is operating in a CO2 friendly green building, making a statement and being heard.

Title: Micro targetting, macro results
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Views: 6096
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(4.47/5)

TOKYO, JAPAN: Lawson is one example of a brand that’s seizing the micro targeting opportunity and thriving on it. As powerful in the offline as in the online environment, well targeted marketing optimizes brand exposure, encourages word-of-mouth promotion amongst like-minded consumers, and rapidly builds consumer loyalty. Lawson’s plans to open several hundred more stores over the coming year confirm the rise of the micro targeting trend – one which is proving itself to be an effective brand-building approach.