Title: Get real Running Time: Views: 47 Rating: (4.86/5) Los Angeles, U.S.A.: Is crude language just a cheap way of getting attention? If so, it works. TV ads are increasingly writing vulgarisms into their scripts and indicating their presence with the universally recognizable beep. Such ads achieve several million downloads and the apparent approbation of the amused consumer. But the beep is about more than getting attention. It’s an expression of the taboo. Humans are attracted to what they are not allowed, whether that prohibition has to do with exclusivity, regulation or social acceptability. And it’s a manifestation of our need for the real. A brand’s authenticity – its relevance to real life and, particularly in the MSP generation, to my life – is fundamental to its success and longevity.
Title: Losing your senses Running Time: Views: 1280 Rating: (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 Running Time: Views: 2773 Rating: (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: 5158 Rating: (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 Running Time: Views: 4585 Rating: (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 Running Time: Views: 6132 Rating: (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 Running Time: Views: 6191 Rating: (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 Running Time: Views: 6096 Rating: (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.
Title: Juan in a million coffee Running Time: Views: 6416 Rating: (4.59/5) BOGOTA, COLOMBIA: Famed for its coffee, Colombia is home to Juan Valdez, a fictitious character who personifies the country’s hard working coffee farmers. Juan is integral to Colombia’s National Federation of Coffee Growers, representing the values and dedication of Colombia’s ‘caficultores’. And he lends his name and personality to the nationwide café concept ’Juan Valdez’ that has also made inroads into Central America, Mexico, the United States and Spain. The brand is built on the story of the affable Juan - the symbol of 100% authentic, fresh Colombian coffee. Juan has so far muscled Starbucks out of the picture. But will giant distribution capability finally overcome the Juan Valdez asset – an excellent coffee experience?
Title: A Charmin(g) Christmas Running Time: Views: 5914 Rating: (4.52/5) NEW YORK CITY, U.S.A.: Christmas is a time for special treats, and Proctor & Gamble have come up with a promotional concept that will delight many a marketer and consumer. For the second year running, Charmin toilet paper has sponsored 20 public toilets in New York City. Decorated with Charmin graphics, hosted by Charmin characters, wired with Charmin sounds and music and scented with the toilet paper’s perfume, the Charmin toilets offer visitors more than a convenient haven. A visit to the Charmin bathroom is a festive diversion – and an opportunity for the brand to saturate a captive audience with its multi-sensory message. Already the Charmin convenience is becoming a well-liked part of the Christmas visit to the city, and Proctor & Gamble, no doubt, hope to revive the ritual annually for many years to come.
Title: Puchipuchi power Running Time: 04:59 Views: 4124 Rating: (4.53/5) Tokyo, Japan: A tonic for our stressed society? Or an outlet for a simple pleasure? Mugen Puchipuchi is a toy that provides endless bubble-wrap-popping satisfaction. ’Puchipuchi’ is the Japanese onomatopoeia for a popping sound, and the toy is designed to look and feel like the material that inspired it. Who knows? This simple innovation that may prelude endless iterations and even follow the Tamagotchi path of success, now in its 14th version.
Title: Ban breakdown Running Time: 03:38 Views: 3368 Rating: (4.31/5) San Francisco, U.S.A.: In the interests of protecting the consumer, legislators introduce regulations to control or ban advertising in certain arenas. The tobacco industry springs to mind as one industry that is faced with advertising restrictions. Now, in California, banks and credit card companies are banned from advertising in college or university environments, potentially cutting the finance industry off from its future customers. But, like all regulations, the ban simply offers companies an obstacle to surmount creatively. The irony is, advertising bans stimulate marketing creativity and increase consumer engagement.
Title: Green from the inside Running Time: 07:40 Views: 5749 Rating: (4.05/5) NEW YORK CITY, U.S.A.: Wal-Mart, like many commercial giants, is responsible for a sizable carbon footprint. But the company is actively addressing it. Using an inside-out strategy, Wal-Mart is engaging every employee, supplier and customer in the mission to achieve a sustainable relationship with a healthy environment. But how do you motivate behavioral changes across a massive supply chain and throughout an employee population of 1.3 million? Join Martin Lindstrom in discussion with Adam Werbach of Actnow, the company that’s helping Wal-Mart achieve its aims for an environmentally friendly and sustainable future.
Title: Press ads add life Running Time: 04:40 Views: 8566 Rating: (4.79/5) NEW YORK CITY, U.S.A.: The two-dimensional print ad has taken a leap into five-dimensional existence. Join Martin Lindstrom in conversation with Americhip’s Tim Clegg to discover how brands are expressing core messages through multi-sensory means, in the press. A sophisticated combination of paper engineering, expert assembly, audio chip technology and scent infusion defines the vanguard of even more startling developments that Clegg forecasts for print advertising. We’re just a few steps away from the print ad becoming a wireless interface with other technology.
Title: Fare change? Running Time: 04:04 Views: 6390 Rating: (3.64/5) New York City, U.S.A.: Think New York City and you think Empire State Building, the Statue of Liberty, Times Square...and yellow cabs. The cabs are as emblematic of the Big Apple as any number of its iconic landmarks. Yet they’re about to undergo a name change. Join Martin Lindstrom as he examines brand evolution and the dilemma of change.
Title: Brand the unexpected Running Time: 03:59 Views: 7769 Rating: (4.5/5) SYDNEY, AUSTRALIA: This week, Martin Lindstrom examines the power of combining ordinary ingredients in unusual ways to create a brand with a difference. Three brands – a boutique ice cream from Victoria in Australia, an Australian and a UK juice company – are examples of brands that have made their marks, not only be offering unusual and high quality products, but by presenting them in the context of intriguing stories. Captivating and persuasive, the branded story wins consumer loyalty and carves a place in popular culture.
Title: Banking on difference Running Time: 05:38 Views: 7637 Rating: (4.44/5) COPENHAGEN, DENMARK: Jyske Bank has achieved the impossible, doubling its customer base in just 12 months. This small company has redefined banking by turning abstract financial advice into concrete products. With equality being a central tenet of the brand’s philosophy, the redesigned interiors, furniture, accessories and tangible banking products all reflect this core value. The differentiation is in the detail, and the details create an environment of welcome, equality and empowerment for customers.
Title: Branding's human touch Running Time: 4:05 Views: 7345 Rating: (4.48/5) MUMBAI, INDIA: The brands of the Indian sub-continent are growing as international presences. But profit is not necessarily the key driver of family-run companies in the region. The Hinduja Group of companies is an example of the family-run business philosophy - one that inculcates inherited values into the culture of the workplace and into succeeding generations of management, brining the human touch to business and brand-building.
Title: Micro branding – macro results Running Time: 4:00 Views: 21255 Rating: (4.57/5) MUMBAI, INDIA: Lijjat Papad bread is known throughout India. This bread is not mass-produced by a commercial bakery. It’s baked by thousands of women, a network of ’sisters’, in their own homes. Every day, Lijjat Papad trucks visit these countless cottage bakers to collect and deliver the staple to millions of mom-and-pop stores across India. An example of micro branding, Lijjat Papad has grown through word of mouth - consumer loyalty earnt without spending a cent on marketing.
Title: Luxury branding made in India Running Time: 4:08 Views: 10683 Rating: (4.08/5) PARIS, FRANCE and PONDICHERRY, INDIA: Louis Vuitton’s reputation is built on its Parisian origins and the romance of European craftsmanship. But will the brand dilute its value when it moves its production facilities from Europe to India? Will the brand’s shoes retain their claim to have been ’made in Italy’, when they are manufactured in India? Will Louis Vuitton watches retain their cachet if they are ’made in India’ rather than in Switzerland? Join Martin Lindstrom in Paris and Pondicherry to ponder the perils of strategies that might not match core brand values.
Title: Taking the sensory brand home Running Time: 04:22 Views: 6917 Rating: (4.97/5) PARIS, FRANCE: On the Champs Elysee, Martin Lindstrom encounters a Nespresso cafe - one of many that have sprung up around the world over the past couple of years. The concept aims to convince consumers that the Nespresso coffee experience at home is as fulfilling as the coffee experience in an atmospheric cafe. Many FMCGs face this same challenge: how to extend the sensory experience which adds value to the product in the retail environment into consumers’ homes.
Title: Brands out of the box Running Time: 4:34 Views: 8717 Rating: (3.49/5) PARIS, FRANCE: Could it be that today’s generation of kids is losing touch with their imaginiative? Are hours spent in passive recreation, on computer games or in front of TV decreasing creativity? BootB is a concept to counter any such trend. An online marketplace that brings clients and creators together, www.BootB.com enables clients to post briefs and creative people all over the world, of all ages, in all cultures, amateur and professional, to answer them. Join Martin Lindstrom in conversation with BootB founder, Pier Bancale, and discover how BootB heralds new ideas and opportunities for creative people, clients and brands.
Title: Localised globalism Running Time: 5:08 Views: 10320 Rating: (4.39/5) MOSCOW, RUSSIAN FEDERATION: this week Martin Lindstrom examines a paradox. Does global branding still exist in a world that’s been made smaller than ever through the power of the Internet and instant communications? Ironically, no. The world’s cultures are not becoming homogenized. Instead, local branding is becoming an ever stronger presence in global branding strategies. The musical hit ’Mamma Mia’, attracting the biggest audiences ever, all over the world, illustrates the importance of observing cultural variations and localising global brands.
Title: Sustainable beauty, sustainable branding Running Time: 04:50 Views: 7769 Rating: (4.43/5) SAO PAOLO, BRAZIL: Natura is a rapidly growing and well respected Brazilian company with a commitment to creating and selling personal care products and services that ’promote well-being and being well’. Its 20% annual domestic growth - and 44% annual international growth - has something to do with the brand’s values. Natura makes environmental awareness a core responsibility and demonstrates its commitment through initiatives that are designed to make minimum impact on the earth. Natura is also a brand that manifests the power of word-of-mouth promotion, enjoying enviable brand loyalty in Brazil and around the world.
Title: Watering down the brand? Running Time: 04:46 Views: 4210 Rating: (3.65/5) ATLANTA, U.S.A.: The bottled water industry is facing a watershed moment. How will it respond to growing numbers of regulatory bodies’ demands that its product be labelled for what it is - tap water? PWS stands for ’public water source’. Regulators are demanding that this be cited explicitly as the source of bottled water in place of the natural sources which brands often imply. Join Martin Lindstrom in Atlanta where he discusses whether the emperor has been discovered to be wearing no clothes.
Title: Stretching brand extensions Running Time: 4:00 Views: 5181 Rating: (4.31/5) MILAN, ITALY: In one of the world’s fashion capitals, Martin Lindstrom examines the art of brand extension. Bulgari, the great jewelry and luxury fashion goods house, has extended its brand into the hotel and resort category. With Bulgari hotels already established in Milan and Bali, there are two more planned for Paris and UAE. Versace and Armani have also made their marks in the luxury hotel business, and Ferrari, has demonstrated extreme brand stretching by releasing a branded laptop. But how far can you stretch a brand? Click here to learn about Versace’s foray into the luxury hotel business.
Title: Rings, rituals and world record branding Running Time: 3:40 Views: 1959 Rating: (4.53/5) ATHENS, GREECE: The Olympics are a celebration of global unity through sport, but they also unite the world in a common understanding of the branding elements that signify the Games. Internationally, the ancient heritage of the Olympiad is comprehended in the Olympic flame. Its progress across continents results, not only in the spellbinding lighting ceremony that opens every Games, but in reinforcing the Olympic brand. Articulated through the iconic rings, expressed in well-honed rituals, and strengthened by an ever-growing wealth of stories, the Olympic brand is a paragon of marketing.
Click
here for a completely different angle on branded rituals.
Title: Driving brand difference Running Time: 03:26 Views: 3842 Rating: (3.98/5) SAN FRANCISCO, U.S.A.: When the telecommunications company, Orange, made its foray into North America, it made a colorful entrance. Rather than adopting conventional means to advertise its presence, the brand offered college and university students the chance to have their cars repainted in the company’s trademark color. This and other brands have built success on their ability to stand out from the crowd.
Title: True life brand survival stories Running Time: 3:58 Views: 3407 Rating: (3.9/5) ATLANTA, U.S.A.: When Coca-Cola weathered a product scandal in Belgium, the company learned a lot about how not to handle a brand crisis. Slow to respond, it was three weeks before Coca-Cola’s website offered any account of itself. Consumers were outraged by the apparent disregard expressed by the company’s inaction. So, when twin crises occurred for Coca-Cola and Pepsi in India, the brand giants joined forces expeditiously and persuaded Bollywood heroes to advocate for the products’ quality.
Title: Sustainable Branding Running Time: 04:24 Views: 4423 Rating: (2.83/5) NEW YORK CITY, U.S.A.: What’s your brand’s plan for supporting the environment? Google, Wal-Mart and Hearst Corporation are just three examples of brands that have made a commitment to being environmentally friendly. Carbon-neutral office buildings, solar energy and public transport all play parts in these companies’ everyday operations and, incidentally, in building the brands.
Title: The Ultimate Release Running Time: 2:58 Views: 3197 Rating: (4.79/5) New York City, U.S.A.: What could Apple, Wholefoods and Harry Potter possibly have in common? Brilliant products release strategies, that’s what! And the name of the game is mystique. Join Martin Lindstrom in New York City to reflect on the virtues of releasing a book at one minute past midnight, of offering non-plastic eco-friendly bags and of limiting acquisition of a new iPhone to a 24-hour period.
Title: Naked Branding Running Time: 3:23 Views: 9513 Rating: (4.35/5) NEW YORK CITY, U.S.A.: Enter the world of Abercrombie & Fitch and you enter the world of on-the-edge branding. Or is that off-the-edge branding? In 2003, the fashion chain’s catalog was banned three weeks after release. Its scantily clad models offended one too many morality gurus. Well, that hasn’t stopped the brand from articulating its key differentiator. Abercrombie & Fitch stores reflect a nightclub atmosphere - blinds on the display windows refute the retail store’s impulse to display merchandise and branded sounds and smells inside the store underline the near-to-naked image of the sales staff and mannequins. Intrigued? Join Martin Lindstrom in NYC and rediscover the power of sex to sell.
Title: A fine yarn Running Time: 03:52 Views: 2345 Rating: (4.75/5) LIMA, PERU: When the Italian company Loro Piana, suppliers of cashmere and
luxury woollen fabrics, met the vicuna, they did more than rebuild the
population of an endangered species. The smallest of the Camelid family, to
which the llama belongs, the vicuna produces the world’s finest and most
expensive wool. Teaming with local partners, a consortium won the rights to
this valuable harvest, bringing income to the Peruvian government and a
valuable new brand to the shelves of luxury clothiers around the world.
Title: Port of origin Running Time: 04:30 Views: 1709 Rating: (4.62/5) LISBOA, PORTUGAL: Until 2005, the EU prevented non-European brands from leveraging the power of their unique geographical indications. So, for example, while Champagne brands enjoyed the protection and promotion of GI laws in Europe and around the world, prohibiting sparkling wines not from the Champagne region from identifying themselves as champagne, oranges from Califiornia, say, could not be promoted using their GI in Europe. After successful legal challenges from the US and Australia, products entering the European market can now leverage their GI under the same rules as EU brands. Join Martin Lindstrom and examine the potential for GI inherent in your branding.
Title: What kind of girl are you? Running Time: 03:43 Views: 4163 Rating: (4.69/5) AMERICAN GIRL PLACE, U.S.A.: All sized just right for its young visitors, American Girl Place’s mini cafe, cinema and hair salon are part of a dream-come-true experience. Like all great brands, American Girl Place engages its consumers through stories - stories that are attached to every product, every aspect of the store, and every transaction. Join Martin Lindstrom for a glimpse of the never-ending and all-embracing American Girl story that makes the brand truly live.
Title: Sweet smell of success Running Time: 04:40 Views: 3227 Rating: (4.45/5) Monaco: This week Martin Lindstrom talks with Scott Ratzan, Johnson
& Johnson’s Vice President, Pharmaceuticals and Global Health, about the
future of brand building in the pharmaceutical industry. In a highly
regulated environment, pharmaceutical companies build their brands within
the confines of a range of complex parameters - professional, ethical, legal
and economic. The challenge for the future is to make the best use of
emerging technologies to continue to build emotional bonds with consumers,
bonds which continue to benefit from the legacy of sensory ties with, for
example, Johnson & Johnson’s baby powder scent.
Title: 20 million viewers - no cost Running Time: 4:10 Views: 14514 Rating: (4.17/5) Copenhagen, Denmark: This week Martin Lindstrom talks to the CEO and founder of GoViral, the team who dveloped the media plan that achieved the phenomenal word-of-mouth success of Quicksilver’s viral marketing success, ‘Dynamite Surfing’. Viewed by more than 20 million people online around the world, the video exemplifies brand engagement in the digital world. As Jimmy Maymann reinforces, these days the consumer is in the driver’s seat – and can skip ads at will. To maintain effective branding, ads have to be intriguing enough to get talked about.
Click here to view Martin Lindstrom`s BRANDflash on McDonald`s viral brand campaign.
Title: Brand in hand Running Time: 04:50 Views: 10109 Rating: (4.19/5) NEW YORK, U.S.A.: How do you launch and build a new brand in the hyper-competitive North American market? This week, Martin Lindstrom talks to the GlaxoSmithKline team behind the pharmaceutical giant’s revolutionary over-the-counter weight loss product. The Alli story is about the aim to partner consumers in gradual, realistic weight loss. Alli’s brand-building has been advised by this principle and, as a result, it speaks to the market with honesty and is well-differentiated from competitors in the field.
Title: Clicks and mortar with Don Schultz Running Time: 04:00 Views: 2731 Rating: (3.93/5) Guatemala City, Guatemala: Martin Lindstrom meets Don Schultz to examine the
relationship between offline and online media. Clicks and mortar channels
work in opposite ways - one pushing information out to consumers, the other
drawing information from them. Few organizations have married the two to
achieve interaction and dialogue.
Title: Market Opportunity Running Time: 04:45 Views: 3472 Rating: (4.67/5) Hong Kong, China: The Chinese market represents huge opportunities for brands. Like the Russian market, Chinese consumers especially love foreign luxury brands, while spurning homegrown brands. Conversely, one Chinese brand is winning the regard of Western consumers. Shanghai Tang is a clothing brand that’s carving a unique niche in the European shopping scene, with a branded color and fresh scent that combine to give the brand a distinctive signature. Take a look at the huge Chinese market and see if your brand can find a valuable home in the high-pressure, high-competition markets of Hong Kong, Shanghai, Beijing, and cities all over the People’s Republic.
Title: Surprising alliances Running Time: 05:51 Views: 11976 Rating: (4.28/5) HONK KONG, CHINA: In part two of Martin Lindstrom’s conversation with Robert Ferniss-Roe, VP Bacardi Global Brands, we discover more evidence of the power of brand alliances. The discussion covers the fascinating story of the Bacardi-Coke ritual, and underlines the importance of observing consumer-brand interaction. Monitor consumer brand use and you’ll see surprising branding allegiances: potential partnerships which extend beyond your product category and bring the magic of surprise to your brand.
Title: Brand rituals shaken and stirred Running Time: 04:12 Views: 3596 Rating: (4.05/5) HONG KONG, CHINA: Join Martin Lindstrom as he discusses brand rituals with Bacardi’s Robert Ferniss-Roe, VP Bacardi Global Brands. Martini, the premium European aperitif brand, was always taken ‘on the rocks’, in the style of whisky. Later, its association with James Bond imported the notion of ‘the Martini’ to a mass audience as the American cocktail of the same name. Now Bacardi manages the double-edged sword of the Martini ritual made famous by 007.
Click here to view Martin Lindstrom`s BRANDflash on the famous Corona Beer ritual.
Title: By invitation only? Running Time: 04:39 Views: 3787 Rating: (4.47/5) SYDNEY, AUSTRALIA: When American Express launched its exclusive gold card, everyone had to have it. To recover the exclusivity that AMEX was after, the platinum card was launched. The new strategy was met with the same old response – everyone wanted one. Next came the now ubiquitous black card, followed by the latest attempt to harness the highest of high-end consumer markets: the titanium card. In the relatively small Australian market, once again the product has overreached its ambitions and, consequently, failed in the effort to maintain the exclusivity of a luxury product.
Title: Branding faith Running Time: 03:37 Views: 5447 Rating: (4.32/5) CHICAGO, U.S.A.: Apple’s concept stores have been spreading across the United States, reinforcing the brand’s identity, bringing the Apple world closer to its devotees, and gathering newcomers to the faith. Apple is one brand that uses religious branding to powerful effect, an approach evident in its myriad expressions: the concept stores are on a monumental scale; their cathedralesque proportions are diffused with light that resembles that of sacred buildings across faiths; icons have become symbols of the brand which transcend the literalness of the logo and evoke instant brand recognition in the marketplace; and the sense of mystery is infused throughout the brand’s every evolutionary step and communication. Join Martin Lindstrom as he reveals the power of religious branding through a brilliant exponent of the approach.
Title: Be in the ranking Running Time: 03:50 Views: 7520 Rating: (4.24/5) TOKYO, JAPAN: RanKing RanQueen manifests the power of instant branding by stocking Japan’s number 1 ranking product, in countless
product categories. Using statistics gathered daily, the store’s stocks change frequently, in response to the changing popularity of consumer products. The concept not only feeds the consumer’s predilection for
constant newness and frequent change - it demonstrates the importance of meeting those demands immediately.
Title: Deluxe Luxury Running Time: 03:27 Views: 4176 Rating: (4.55/5) MOSCOW, RUSSIA: Paris, London, New York City - cities that have come to be
associated with luxury. To these havens you can now add Moscow and Shanghai.
Eastern Europe’s and Asia’s emerging markets are brand conscious and luxury
hungry. Join Martin Lindstrom in one of these lucrative markets and discover
how the zenith of luxury is being overtaken by the promise of exclusivity.
Title: Cap off your brand Running Time: 03:47 Views: 3374 Rating: (4.6/5) JOHANNESBURG, SOUTH AFRICA: In 1982, Mr Price appeared on the South African fashion market, bringing with it productive staff relationships and unconventional brand-building approaches. The discount retailer adopted a red cap as an icon, and soon the useful item was a ubiquitous presence at sporting events and shopping centres all over the country. The Mr Price red cap has become an icon for the retail chain which now has 700 stores across Africa.
Title: Innovation: the coming challenge Running Time: Views: 4279 Rating: (4.4/5) BELGRADE, SERBIA: Martin Lindstrom interviews Vojin Dordevic, the President and Founder of SI&SI group, which is setting new design standards with the packaging for its water and vodka products. Quality alone is no longer enough, according to Dordevic, whose Vertical Vodka has won a gold medal for design. The interview touches on the rising success of Eastern European, Asian and Middle East brands whose focus on innovation and adaptiveness offers a serious challenge to Western brands and brand-builders.
Title: Big brands, little world Running Time: Views: 9299 Rating: (4.21/5) TOKYO, JAPAN: Kidzania, a theme park concept from Mexico, gives kids a fun sneak preview of adult life. Brands are clamoring to be part of this mini world - a world in which kids play as they learn and learn as they play. Want to be a doctor? You can join the team in the Johnson & Johnson Hospital. Try your hand at working in the miniature Mosburger bar. Or join your junior colleagues at the ANA check-in counter. Join Martin Lindstrom as he introduces you to a whole new, scaled-down branding environment.
Title: Protecting the brand Running Time: 05:07 Views: 4258 Rating: (4.53/5) LONDON, UNITED KINGDOM The World’s Favourite Airline and the Flying Kangaroo are sharing more than sister airline status lately. Both British Airways and Qantas have been weathering the storms of consumer disapproval. At Heathrow, and in Sydney, Martin Lindstrom examines how not to handle PR disasters.
Title: Consumer power in a flash Running Time: 04:02 Views: 13618 Rating: (4.4/5) BELGRADE, SERBIA It all started in the small German city of Braunschweig. A ‘flashmob’ descended on a local McDonald’s, an event caught on camera and viewed around the world through YouTube.com. Join Martin Lindstrom as he interviews Bane Knezevic, President Western Division - McDonald’s Europe and President & CEO - McDonald’s Germany, to learn how McDonald’s Germany is making the most of consumer power by playing the game – and building the brand at the same time.
Title: Big brand, small world Running Time: 04:30 Views: 4577 Rating: (4.29/5) VEVEY, SWITZERLAND Nestle is the only brand to enjoy representation in every country in the world. Martin Lindstrom joins Nestle’s Vice President for Coffee and Beverages at the company’s headquarters in Vevey, Switzerland, to talk about the balancing act that is required to manage a global brand through multiple local contexts. Consultation is key.
Title: The hills are alive Running Time: 04:19 Views: 4999 Rating: (4.32/5) LAUSANNE, SWITZERLAND The Swiss Alps have inspired skiers, painters, poets and…confectioners. But there’s more than the replication of the mountains’ shape to consider in the Swiss Toblerone. A tradition of precision, reliability and quality is implied in the ‘Swiss-made’ tagline, an asset which the century-old Swiss Brand Board protects through strict regulation. Join Martin Lindstrom in Switzerland to discover the power, and perils, of Country of Origin Branding.
Title: The power of instant branding Running Time: 03:33 Views: 8945 Rating: (4/5) BARCELONA, SPAIN With 2,600 retail outlets worldwide, the Spanish Zara fashion chain is one of the world’s largest. And its crucial point of difference lies in speed to market. Join Martin Lindstrom in Barcelona to discover how this giant meets market needs - in an instant.
Title: Extending the brand Running Time: 02:59 Views: 6546 Rating: (4.56/5) FLORIDA, U.S.A. Martin Lindstrom visits Miami and reflects on a brand extension success story. The great fashion house, Versace, is moving its brand into a product category that’s not only increasing its ’smashability’, but building it as a sensory brand. Visit Palazzo Versace, a hotel where you can see, hear, feel, smell and taste the Versace brand.
Title: Lights! Camera! Colombia! Running Time: 04:42 Views: 3618 Rating: (4.65/5) CARTAGENA, COLOMBIA Join Martin Lindstrom as he discusses the role of branding in enhancing the reputations of whole countries. Colombia is embarking on its mission to shake off a reputation as kidnap capital and renew international perceptions of the South American republic. Hollywood could be a key ally in the renaissance of the Colombia brand.
Title: Designing your investment Running Time: 03:43 Views: 5888 Rating: (4.6/5) BARCELONA, SPAIN The curative properties of the waters of Solan de Cabras have been praised since ancient times. These days, Solan de Cabras is a prestige brand that’s leading the bottled water market. Yet, as restorative as the contents may be, it’s the bottle design that is winning consumer preference. Join Martin Lindstrom in Barcelona and discover why it pays to invest in design.
Title: The icing on the cake Running Time: 03:35 Views: 3228 Rating: (4.63/5) VIENNA, AUSTRIA From the Hotel Sacher in Vienna, Martin Lindstrom reports on the value of branded rituals. Since 1832, the Sacher Torte, a distinctive chocolate cake, much-copied but rarely replicated, has been synonymous with Vienna, and this tradition has become a key component in the branding of the elegant Hotel Sacher.
Title: Growing national colours Running Time: 02:04 Views: 6452 Rating: (4.46/5) AMSTERDAM, HOLLAND Patriotism and horticulture form an unlikely alliance in the history of the carrot. This ubiquitous root vegetable hasn’t always been the color we know today. Dutch horticulturalists of the 17th and 18th centuries hybridized several breeds to achieve the now characteristic orange. Join Martin Lindstrom in Amsterdam as he uncovers a little-known branding exercise that honored the country’s royal House of Orange.
Title: Flying a first class brand Running Time: 03:04 Views: 9297 Rating: (4.46/5) FRANKFURT, GERMANY Finding a point of difference in an industry as fiercely competitive as the passenger airline industry is no small achievement. Yet Lufthansa has managed to do just that by being innovative and introducing a dramatically different service to their repertoire. Check in with Martin Lindstrom as he visits Lufthansa in Frankfurt.
Title: Shaping up your brand Running Time: 03:36 Views: 9563 Rating: (4.21/5) MUNICH, GERMANY When Allianz built the massive stadium in Munich that hosted the 2006 World Cup, they did more than develop a distinctive arena. They made a brand statement using shape, a shape that is echoed throughout the company’s many touchpoints with customers around the world. This week Martin Lindstrom examines the branded shape - one way of making powerful links between brands and customers that is free of the logo.
Title: Commander Safeguard cleans up Running Time: 03:30 Views: 6982 Rating: (4.47/5) KARACHI, PAKISTAN When Proctor & Gamble and Saatchi & Saatchi joined forces to expand Safeguard’s share of the soap market in Pakistan, they prompted a revolution in kids’ attitudes to handwashing all over the country. Join Martin Lindstrom and Commander Safeguard to discover a powerful brand character at work with a growing brand and a countryful of fans.
Title: Singapore Airlines' smell of success Running Time: 03:31 Views: 14873 Rating: (3.84/5) THE STRATOSPHERE Did you know that the aroma on Singapore Airlines’ aircraft is a trademark of the brand? So are the uniforms, and even the make-up worn by the flight attendants. Join Martin Lindstrom 28,000 feet above the earth in this week’s blog about Singapore Airlines.
Title: Adding humour to your brand Running Time: 2:11 Views: 5687 Rating: (4.62/5) LONDON, UNITED KINGDOM Is it possible to build a brand for next to nothing? A small London café has managed to do just that. Puccino’s uses storytelling to build its brand in a highly innovative way. Join Martin Lindstrom in the United Kingdom to see how Puccino’s has been building its brand with takeaway cups, sugar packets and even toilet signs - a technique that has made Puccino’s a London attraction.
Title: The world's most powerful branding ritual Running Time: 2:33 Views: 6722 Rating: (4.4/5) MEXICO CITY, MEXICO In this BRANDflash, Martin Lindstrom explores the world’s most celebrated “branded” ritual -the Corona ritual. But did you know that the ritual which has turned Corona into one of the world’s best-selling beers doesn’t come from Mexico?
Click here to view Martin Lindstrom`s BRANDflash on the famous Sacher torte and how it has created its own following.
Title: Ever heard of a green KitKat? Running Time: 3:25 Views: 11158 Rating: (3.34/5) Learn about Nestlé’s fascinating KitKat strategy in Japan. It has turned the well-known chocolate bar into a unique “good luck” symbol – used by millions of Japanese people every day!
Title: Ever hear of a branded fish? Running Time: 2:07 Views: 11718 Rating: (4.21/5) Is it possible to brand something as ordinary as a fish? In this BRANDflash, Martin Lindstrom travels to the world’s largest fishmarket - in Tokyo - to explore a fascinating story about a very special branding experiment.
