Watch the latest branding strategies and success stories - select a video that helps you smash your brand using sensory branding. Brand management at its best!
Title: Really move like an Egyptian! Running Time: 03:00 Views: 4426 Rating: (3.5/5) In a country of 20 million bodies, putting together a campaign to motivate everyone to suddenly start exercising, particularly when going to the gym has always been reserved for the privileged few, could be the mother of all challenges. Except if you’re Golden Gym, that is. They came up with a totally unique way of enticing a new, less probable market to try out their studios. How? As you can see in the video, they distributed “dream body” cover towels to the local barber shops, where the client’s head completes the picture. As your hair gets snipped you get to sit back and admire the body that could be yours – if you go to Golden Gyms. A truly innovative and highly memorable idea to capture the imagination of an indifferent target market.
Title: And introducing…The Recession Brand! Running Time: 03:52 Views: 1937 Rating: (4/5) It had to happen: a brand that acknowledges the recessionary times we live in, and how, through a truly inspired marketing idea, everyone stands to win. How does it work? Let’s say you went out and splurged on a really expensive (is there any kind?) Louis Vuitton handbag– but shortly afterwards got consumed with guilt. What Milan Station offers is a place for you to return your bag, and get paid 70% of the original purchase price. The bag is then kept “on ice” for three months. At that time you can choose to reclaim your bag, or if you would rather not, Milan Station will put it on sale in their store. These are the mechanics of a true recessionary brand in action, demonstrating how to be versatile in your offering with far less available consumer spending around.
Title: Small Budget + Fresh Thinking = Big Profit Running Time: 03:24 Views: 9718 Rating: (4.87/5) Want to sell more without increasing your marketing budget (in fact, you can decrease it)? While recently in Shanghai I came across three classic examples of marketers who clearly ‘get it’ when it comes to leveraging the power of unconventional advertising to get noticed – and get sales! In the first example, a local manufacturer of electrical fans placed a large billboard of their product on a building aimed directly at Shanghai’s largest building – which has an unusual wave structure as part of its architectural design. The result – it looks as though the fan’s power created the building’s ripple effect. A brilliant idea that tripled sales for the company, as did the manufacturer of China’s alleged strongest glue, who demonstrated their product’s efficacy with outstanding results on one of the region’s impressive suspension bridges. And lastly, Pantone Pro-V used the gap between escalators in a downtown location to convert into long, silky hair, giving escalator riders the opportunity to admire the sheer benefits of this product. Unusual? Absolutely. Memorable? Definitely!
Title: How to design and turn YOU into your very own brand
Running Time: 03:11 Views: 1478 Rating: (4/5) Personalized Branding 2.0. You visit an E-Mobile store, as Martin Lindstrom did recently in Tokyo, where you join forces with an in-store consultant to design and construct your very own, very unique look. This highly personalized customization is happening more and more as the demand for individual expression leads consumers to the brave new world of personal brand design. At E-Mobile they will ‘decode’ their look, image and persona as their profile is developed for them, right before their eyes. As technology feeds the shift from mass market to customized brand, it will foster co-branding in a new spirit of brand/consumer collaboration. For the consumer that’s a big plus, to say nothing of being able to have a laptop cover or a cell-phone that is you and you alone, not a clone of thousands of others.
Title: How global giants used their noodles to win over local market share Running Time: 03:51 Views: 4628 Rating: (3.5/5) Here’s an enterprising story to brighten any recessionary spirits. It’s the old one about how to build a brand while shedding costs – with a new twist! In Japan, some of the bigger, more recognized noodle brands are teaming up with local eateries, and the result is win-win. The brand alliance sees the local restaurant (normally its chef) advertised on the packaging, peddling his favorite recipe, using the big brand noodles. By implication, the big noodle company is investing in the production of several dozen different packaging runs, each one promoting its own local store, an approach that is global in its thinking but decidedly local in its execution. This way of thinking pays handsome dividends as it ensures a foothold in a local market, as well as being able to help spread the budget load with a willing partner. It also proves that true R&D these days is not happening in test kitchens, but in real life, on the streets. It’s a strategy to determine what works and what doesn’t – in real-time.
Title: Why search for shops when the shops can come to you! Running Time: 04:13 Views: 8204 Rating: (4.54/5) Nothing has made access to brands easier, faster and bang-on relevant to consumers than advancing technology; today, GPS-based messaging by NTT Docomo in Japan takes it to a whole new level. Their LBS (location Based System), for a reasonable monthly fee, will pinpoint and suggest shops, restaurants and whatever else you may require – to within 50 meters of your location – wherever you are! Nicole Fall from “Five By Fifty”, a trend marketing company based in Tokyo, explains how your profile is your tool to customizing what references you need, which are then delivered directly to your mobile phone precisely when you need them. She points out how brands like Docomo are finding innovative marketing techniques based on available technologies to provide a greater range of services to an already saturated market. For consumers, the real rewards are contextual and relevant messages that recognize who you are, where you are and what you need – all the right moment.
Title: Sex in the City – are you buying this?
Running Time: 03:11 Views: 25819 Rating: (4.04/5) When clothing and accessories retail giant XOXO decided to parade 2 sexy young women in a 5th avenue window around peak Christmas shopping time, it seemed they knew just what they were doing. Or did they? It’s risky business using sex as a means of luring consumers in to your brand, for the simple reason that inevitably it is not the sex that’s working for the brand, but the hype being caused. In this video I examine this precise issue, looking at some of the do’s and don’ts when heading down risqué promotional avenues. In particular – if you’re going to use sex to market your brand and get consumers to engage, you’d best be prepared for what comes next.
Title: This could be Canada’s greatest export, ever, eh! Running Time: 02:27 Views: 4632 Rating: (4.89/5) Forget Wayne Gretsky, Celine Dion and Dan Akroyd. Canada’s hottest new export to its southern neighbors is an unlikely (and dead) ex-hockey legend, one Tim Horton. Martin Lindstrom visits Ohio and one of the 340 Tim Horton restaurants now in the USA (and spreading fast).
This is a Canadian success story (2,700 stores coast-to-coast) that has carved out a niche in a market that is neither fast food, nor specialist coffee either. What is it, then? Tim Horton’s is a right-priced, quick-service restaurant chain that focuses on quality and absolute freshness – and more. Its “always fresh” coffee, baked goods and homestyle lunches, served in real china bowls and on stainless steel plates, is a refreshing change from the impersonal paper and plastic genre that has dominated this sector for decades. Brands like Tim Hortons will grow in recessionary times because they will not compromise on the essentials. They remain, uncomplicated, passionate and considerate – and thus uniquely Canadian, something that has always made them attractive south of the border.
Title: Finally, sandwiches that make you go green! Running Time: 03:56 Views: 4569 Rating: (3.82/5) The recent Tokyo Designer week, which integrates the aspirations of design, technology and the environment in one show, and which provides a sneak preview of the future, left visitors with one powerful impression – brands will not survive if they cannot demonstrate real environmental support. One particular brand that caught Martin Lindstrom’s eye was Subway. The global fast-sandwich giant has taken to growing its own vegetables in support of “green” initiatives, and, in some restaurants, has displays on show to demonstrate its commitment. There are distinct upsides to Subway’s moving in this direction, not least that it creates a discernable point-of-difference for consumers to latch on to. Of course, the timing could not be better, since environmental support right now is at the top of virtually every country’s agenda. But more than commitment, Subway also happens to be proving that when you talk the talk you need to walk it, too. A timely lesson for all brands, perhaps.
Title: Brand on the Run - How to Start a Successful Event! Running Time: 04:14 Views: 2829 Rating: (3.75/5) Does it pay off to sponsor a sport event? One of the persons behind the annual Milo Marathon in Manila explains the philosophy behind Nestlé’s engagement in making Philippine people running big scale. On one year it is about 200.000 runners challenging themselves on the classic marathon distance, making it the biggest sports event in the Philippines. It is important to secure agreement between the brand values and the event values, in this case e.g. the winning spirit and including all generations – everybody can run. Make the event grow bigger in line with growing sale; the purposes can complement each other. As the representative from Milo says: The event touches the runner/consumer in a very profound way. Looking at the green sea of runners Martin Lindstrom comments on a final important fact. Be visible, even if you smash your brand or remove the logo – the colour tells the tale.
Title: Product Cleanness on the Agenda Running Time: 03:11 Views: 6862 Rating: (2.86/5) Many places around the world the presence of sanitary equipment in check-in areas in airports, hotels, bars i.e. is the new trend; and not at least in Zürich, one of the cities known for its high standard of cleanness. Now why is this need to be able to get fresh water or a napkin in a hotel lobby or a kiosk running around the globe? Lindstrom underlines that his study of consumer behaviour reveals that most of them reach out for the cleanest possible product, whether is a glittering magazine from a newsstand or an article on the shelf in the supermarket, even if it means that you have to pick magazine number two or three from the top of the stack to get it. The costumer has a need to get a feeling of being as clean as possible, and Lindstrom gives you as brand owner some good advice and suggestions what to do in order to comply with these new demands from the audience.
Title: A jewel on your finger – another jewel on the island of Bali Running Time: 04:52 Views: 12060 Rating: (3.41/5) Martin Lindstrom has visited the exquisite Bvlgari Hotel Resort in Bali and interviews the general manager, Robert, in order to understand how the 125 years old Italian jewellery firm has been able to transform their famous brand from jewels and watches into the business of hotels and restaurants. The general manager explains that they through the process were loyal to the vision of the original mother brand and all the way stayed true to who they are. At the same time it was essential to create a sense of belonging to the people of Bali, the hospitality in the Balinese culture and the authenticity and harmony between urban surroundings and nature. In that way the Bvlgari trademark of excellence and prestige, style and beauty embrace the philosophy behind the resorts unique location, Italian design and personalized service. Lindstrom summarise that in his opinion this addition to the core product selection is perhaps the best way for the classic luxury brand to satisfy existing costumers and at the same time attract new people in the high-end scale of personal wellness.
Title: The Fascination of the Olympic Games Running Time: 03:18 Views: 1877 Rating: (3.07/5) On 9th of October 2009 Rio de Janeiro in Brazil has just been chosen to be the host of the Olympic Games in 2016, and on the spot Martin Lindstrom has his focus on why the Olympic brand is as powerful a brand as it is. It is important for IOC to make sure that the announcement takes place in a new country every time – this year in Denmark. Furthermore they are very good at drawing the whole world’s media attention on the event. They simply create a positive suspense for the years to come. He talks about how the Olympic torch relay carrying the holy flame from one part of the world to another, managing to involve so many million people around the globe that he doesn’t hesitate to call their loyalty true brand-evangelism. Finally Lindstrom underlines that the Olympics are so full of rituals and therefore recognizable to almost everybody everywhere. In that way IOC can spread the idea of the games worldwide almost without using ads, just using word-of-mouth and sponsorships and TV-recovering, probably making the Olympics with one of their own symbols, the flag with the five coloured rings, one of the most powerful brands in the world.
Title: Part 2: Viral Marketing, Put to the Test Running Time: 03:36 Views: 15332 Rating: (4.64/5) In the second part of viral marketing Martin Lindstrom has put his own Buyology-video to a test, and again he talks to Mads Holmen from Go-Viral to make him explain how the campaign performed. Holmen explains the strategy of spreading the video to as many popular video websites as possible, and soon it was available on 400 websites, including 70 versions on YouTube alone. The viral Buyology video reached approximately 600.000 viewers – the goal was 200.000 viewers – so Martin Lindstrom is a bit proud about the result at the end of the experiment.
Title: The Dare devil on the Internet Running Time: 04:56 Views: 10685 Rating: (4.27/5) Today only 5% of the global brands have a viral marketing strategy, even though many more have tried the viral media, but failed somewhere along the road. Martin Lindstrom interviews Mads Holmen from the UK-based viral expert company Go-Viral in order to find out what makes a viral video succeed. Holmen says that three things have to be present to build at powerful viral video: First of all it needs a talking point, a content that makes people talk about it, secondly it has to be a bit sensational and cross the line that makes it too extreme to be shown on TV, viral videos belongs to the Internet. Finally it has to have a "soap" element around it, so the target group can get their video-input on a regular base, and it is only an advantage if the video contains humour, irony and sarcasm as a part of the message. Mads Holmen accentuate brands like FIFA, Red Bull and Diesel for having all these elements that together makes each of them examples of successful and popular viral brand-videos on the Internet".
Title: Seth Godin interview: Anyone for charity? Running Time: 05:48 Views: 14674 Rating: (3.87/5) Martin Lindstrom interviewes Seth Godin, the bestselling author of "The purple cow", "Meatball Sundae" a.o., about the nature of charity. Godin gives os something to consider, for instance the fact that a lot of people are allmost proud of not donating anything to charity at all. Another point is that there are numerous individual reasons for people to give away money without considering having anything in return. For that reason, says Godin, it is allmost imposssible to wrap a charity concept around a brand, so perhaps it is not necessary to try and do so. Bottomline is, according to Seth Godin, that we will still be cheated and lied to by cynical producers, but in the end, when a company really stand up for a good cause like the climate and connects with people who care, it will almost certain become a success.
Title: Micro-serving Running Time: 03:18 Views: 8585 Rating: (4.73/5) Martin Lindstrom is telling about the brilliant single-serving-concept, introduced in the Philippines capitol by the Swiss Nestlé company a few decades ago. The whole idea is to offer small amounts of various products like coffee, tea, perfume, chocolate and so on for the costumers to buy, even if they have only little money in the pocket. The estimate is, that between 30 to 50 percent of the market across the Asian Pacific is in the hands of single-serving-products. Big is not so beautiful anymore, small is suitable!
He informs you about Hyundai's buy-back-guarantee, a concept for car producer to stand up against the economical crisis and finally Lindstrom encourages to come closer to the audience in order to understand more about how they change their willingness to buy - the purpose is to be at front edge and in this way adapt the brands to the different costumer behaviour in the market
Title: Diesel Running Time: 03:35 Views: 5559 Rating: (4/5) From the international fair of luxury furniture in Milan, Italy, Martin Lindstrom is explaining how the fashion brands more and more team up with the furniture business. With Armani starting their so called casa-concept Diesel is next in line to take over the baton by releasing a whole new line of everyday furniture, appealing to ordinary people. The purpose is clearly to grasp a part of the enormous 12 billion euro furniture market and branding Diesel even further in the eyes of the costumers. Besides earning more money using the convergence strategy the idea is to bring more people close to what they really want, even if they do not have a lot of money to spend – Lindstrom underlines the strength in offering a lot more people the air of luxury for a modest investment
Title: 40-Minutes Running Time: 04:08 Views: 7812 Rating: (3.5/5) HONG KONG, CHINA: Martin Lindstrom this time focuses on the new generation of product placement at it takes place om the internet in China, where youngsters spend more time on the net than on watching TV. In the succesful net-series "Lucys diary" the consumers are participating in deciding what Lucy is going to do every dag, and in this case the brand Clinique from Estée Lauder has a leading role. The story is tailored to the brand, and in that way linked to the audience as well. He underlines that the brand is taking the lead - the product is in the center and the show is designed around it. If the brand makes sense in context to the story, the connection to the interactive consumers is allready made. This is how the future of brand-building is materializing: through a net-show where show and brand establish a relation to the consumer. He predicts that more of these interactive shows is to come in the near future, containing this much more smart product placement standard. Just wait and see......
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