BOSTON, Feb. 23, 2016 /PRNewswire/
Jack Morton Worldwide, global brand experience agency, and Martin Lindstrom, international best-selling author and brand futurist, today announce their partnership, which will challenge the dominance of big-data thinking and work to help brands uncover the potential and work to drive brand success through small data.
These principles are explored in Martin Lindstrom’s new book ‘Small Data’ which is published today. Approaches from Small Data will be used as part of Jack Morton’s strategic planning process, enabling the agency to uncover deep human insights and develop the most compelling brand experiences for its clients.
Small Data examines how insights gleaned from tiny clues can uncover huge trends and drive big change for brands. The book, which charts Martin’s fascinating journey of discovery for leading brands, references Jack Morton’s own small-data-influenced work with Chevrolet.
In an era where big data has challenged the value of human perception and observation, the principles of Small Data show that mining and matching technological data with up-close psychological (and sometimes counter-intuitive) insights creates the ultimate snapshot of consumers and their most authentic desires.
“If we want to truly understand what makes people love brands, we need to force ourselves to be present again and see what’s really going on around us—big data isn’t enough. So I’m starting a Small Data revolution and I’m delighted that Jack Morton is with me on that journey in helping brands reconnect with people and be the most successful they can be,” said Martin Lindstrom.
“As a brand experience agency, Jack Morton has always been focused on building a close understanding of what makes people tick, in order to ensure our work genuinely resonates with people. When it comes to experiences, achieving that resonance is often grounded in emotion—and that can’t be pinpointed through big data alone. So we’re very excited to be working closely with Martin Lindstrom as we embrace Small Data in the development of the extraordinary creative work that Jack Morton is renowned for,” said Craig Millon, EVP Consumer Marketing at Jack Morton Worldwide.
About Martin Lindstrom
Martin Lindstrom is a consultant to a Who’s Who of brand-leading companies. In 2009, TIME Magazine recognized him as among the Top 100 Most Influential People in the World. He is the author of the international bestseller, BUYOLOGY, and five other books on branding and consumer behaviour. He is featured regularly in almost every major publication in the US and worldwide. Lindstrom has appeared more than twenty times on NBC’s Today Show as well as in Morgan Spurlock’s THE GREATEST MOVIE EVER SOLD and on AMERICA’S NEXT TOP MODEL. He is the author of the bestselling BUYOLOGY and most recently, BRANDWASHED. Recently he was named as one of the Thinkers50 for 2015.