PART 1 Buyology
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Transcript of PART 1 Buyology
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BuyBuy--ologyology
TM
by Martin Lindstromby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 2: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/2.jpg)
It all began…
Copyright © Martin Lindstrom 2008
It all began…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Deaths of 200,000 Chinese and
Japanese immigrants
Copyright © Martin Lindstrom 2008
Japanese immigrants between 1989 – 1998
investigated.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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University of California in San Diego sociologist, David Phillips, was
Copyright © Martin Lindstrom 2008
David Phillips, was able to conclude…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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…across North America there’s a 13% increase in
death rates on the
Copyright © Martin Lindstrom 2008
death rates on the 4th of every month.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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But most surprisingly…
…in California, there’s a 27%
increase in death
Copyright © Martin Lindstrom 2008
increase in death rates on the 4th of every month.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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A bid is given at an auction in
Guangzhou, China on September 3,
Copyright © Martin Lindstrom 2008
on September 3, 2006
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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$11,000
Copyright © Martin Lindstrom 2008
$11,000
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Good luck
Copyright © Martin Lindstrom 2008
Good luck
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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But…4 = death
Copyright © Martin Lindstrom 2008
4 = death
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The invisible floor
Copyright © Martin Lindstrom 2008
floor
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Our brain’s fight between rational and irrational
Copyright © Martin Lindstrom 2008
and irrational thinking
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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People in the western world are
Copyright © Martin Lindstrom 2008
western world are just as influenced…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Friday the 13th
Copyright © Martin Lindstrom 2008
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The more rational we think we are,
the more irrational the
Copyright © Martin Lindstrom 2008
irrational the decisions we
make.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 16: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/16.jpg)
But how many brands do you
remember?
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buy ologyby Martin Lindstrom
remember?(After having looked at
these 12 logos for 1 minute.)
Copyright © Martin Lindstrom 2008
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Brands are all about irrational
Copyright © Martin Lindstrom 2008
about irrational behavior
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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On average, we’re able to only
remember ¼ of
X
Copyright © Martin Lindstrom 2008
remember ¼ of the brands.
X Xbuy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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X…despite the fact that the 9 other brands
spend a combined $29
Copyright © Martin Lindstrom 2008
X Xbuy ologyby Martin Lindstrom
combined $29 billion to ensure you remember
them!Copyright © Martin Lindstrom 2008
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This is what our brains can cope
X
Copyright © Martin Lindstrom 2008
brains can cope with…
X Xbuy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The concept of brand building seems to have
Copyright © Martin Lindstrom 2008
seems to have run out of steam.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Our source of guidance seems to
generate a fundamental
Copyright © Martin Lindstrom 2008
generate a fundamental
disconnection.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Predicting the future based on
exploring the
Copyright © Martin Lindstrom 2008
past seems questionable.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Or by asking…?
Copyright © Martin Lindstrom 2008
Or by asking…?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The car industry gave it a go…
Copyright © Martin Lindstrom 2008
gave it a go…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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…so did the Japanese!
Copyright © Martin Lindstrom 2008
Japanese!
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Let’s go back to basics…
BRANDsenseby Martin Lindstrom
basics…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
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Our outdated
Copyright © Martin Lindstrom 2008
brand toolbox
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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New thinking is
Copyright © Martin Lindstrom 2008
New thinking is wanted
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Considering
Copyright © Martin Lindstrom 2008
Considering
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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New TVCThe harsh reality is…
Copyright © Martin Lindstrom 2008
reality is…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Neither the brand toolbox
nor our thinking
Copyright © Martin Lindstrom 2008
nor our thinking have evolved.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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It’s all about innovation…
Copyright © Martin Lindstrom 2008
innovation…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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But sometimes innovation
seems stuck in
Copyright © Martin Lindstrom 2008
CD-playerseems stuck in time…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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We’ve learned that evolution
Copyright © Martin Lindstrom 2008
CD-playerthat evolution
isn’t linear.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Driving faster doesn’t mean adding more
Copyright © Martin Lindstrom 2008
adding more horses to the
team.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Or, in advertising terms, adding
flashier, sexier,
Copyright © Martin Lindstrom 2008
flashier, sexier, more prominent
logos.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Noise
Copyright © Martin Lindstrom 2008
Noise
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Our filter is getting thicker
Copyright © Martin Lindstrom 2008
getting thicker and thicker…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Remember Al Gore’s
Copyright © Martin Lindstrom 2008
Al Gore’s frog story?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Why do you
The fundamental problem:
Copyright © Martin Lindstrom 2008
Why do you love me…?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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An unusual
Copyright © Martin Lindstrom 2008
An unusual marriage
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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It all began in
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
It all began in 1975…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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But if Pepsi tastes better, how come
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
how come consumers still prefer Coke?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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In 2004 the secret was
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
secret was revealed…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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In blind tasting tests, consumers preferred the
Experiment#1
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
preferred the taste of Pepsi
but…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 47: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/47.jpg)
…when the brand name was revealed, the respondents’
Experiment#2
BRANDsenseby Martin Lindstrom
Copyright © Martin Lindstrom 2008
the respondents’ taste preference was overruled by the
brain.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Neuromarketing
Copyright © Martin Lindstrom 2008
Neuromarketing
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 49: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/49.jpg)
We’re as advanced as Columbus was
Copyright © Martin Lindstrom 2008
advanced as Columbus was in 1492.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 50: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/50.jpg)
Brain damage enables today’s knowledge about
Copyright © Martin Lindstrom 2008
knowledge about the brain.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 51: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/51.jpg)
Neuroscience + Marketing =
Copyright © Martin Lindstrom 2008
Marketing = Neuromarketing
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 52: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/52.jpg)
No Knickers
It’s one thing to be rational
Copyright © Martin Lindstrom 2008
Underweare build up
No Knickers.com
to be rational – another to be emotional!
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Finding the window with the best possible
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
best possible view.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 54: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/54.jpg)
fMRI
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
fMRI
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 55: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/55.jpg)
SST
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
SST
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 56: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/56.jpg)
x
BRANDscanby Martin Lindstrom
Copyright © Martin Lindstrom 2008
Copyright © Martin Lindstrom 2008
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The challenge
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The challenge
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Why trust Neuromarketing?
Copyright © Martin Lindstrom 2008
Neuromarketing?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 59: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/59.jpg)
Is it possible to predict the
Copyright © Martin Lindstrom 2008
to predict the future?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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A live experiment with a young lady and
Copyright © Martin Lindstrom 2008
a young lady and a “Blind Date”
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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fMRI PredictionsMA
TC
H
1140
1120
1100
1140
1120
1100
Copyright © Martin Lindstrom 2008
1100
1080
1060
1100
1080
1060
Copyright © Martin Lindstrom 2008
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2 years later they’re still
Copyright © Martin Lindstrom 2008
they’re still together!
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The catch-22
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The catch-22
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The good
The bad
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And the brand new…
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Rational versus emotional
Copyright © Martin Lindstrom 2008
emotional
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Rationality versus emotion
Copyright © Martin Lindstrom 2008
versus emotion
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Copyright © Martin Lindstrom 2007
A s u m m a r y . . .
By Martin Lindstrom .com
Copyright © Martin Lindstrom 2008
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What are the key drivers in our
Copyright © Martin Lindstrom 2008
drivers in our lives?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Fear and drug Drug related pic.
Copyright © Martin Lindstrom 2008
Fear and drug abuse...
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Murdoch’s two main drivers:
[Fox screenshot]
Copyright © Martin Lindstrom 2008
main drivers:
fear & patrotism
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Fundamental human behavior
Copyright © Martin Lindstrom 2008
human behavior
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Fear is pushed from everywhere...
[Fox screenshot](28% of North Americans
Copyright © Martin Lindstrom 2008
(28% of North Americans take some sort of drug to
counter fear!)
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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They all have one thing in
Copyright © Martin Lindstrom 2008
one thing in common…
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Remember…?
Copyright © Martin Lindstrom 2008
Remember…?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
![Page 75: PART 1 Buyology](https://reader031.fdocuments.us/reader031/viewer/2022020222/577c77561a28abe0548bb10f/html5/thumbnails/75.jpg)
Or remember…?
Copyright © Martin Lindstrom 2008
Or remember…?
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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24 students and their recall of
Copyright © Martin Lindstrom 2008
their recall of 9/11
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Socrates and his students
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students
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The ultimate
Copyright © Martin Lindstrom 2008
The ultimate wish
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The final five seconds of
deliberation are the most crucial
Copyright © Martin Lindstrom 2008
the most crucial when making a brand choice.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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The result – the creation of a
Copyright © Martin Lindstrom 2008
creation of a Somatic Brand
Marker.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008
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Storm hitting
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Storm hitting small village
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A toy store…
BRANDsenseby Martin Lindstrom
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A toy store…
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…or a Somatic
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…or a Somatic Marker toy store.
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A blender served as a Somatic
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as a Somatic Marker
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Or cosmetic products served
as a Somatic
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as a Somatic Marker
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…and generated such buzz that
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such buzz that this appeared…
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Spiderman leveraging the
power of a
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power of a Somatic Marker…
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Security Glass from 3M:
prompting the
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prompting the creation of a
Somatic Marker
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Or an ordinary message served by leveraging the
power of the
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power of the Somatic Marker
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AUDI’s secret Somatic Marker…
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Somatic Marker…
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Vorsprung durch
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Vorsprung durch Technik
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Swiss made…
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Swiss made…
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Copyright © Martin Lindstrom 2007
A s u m m a r y . . .
ByMartin Lindstrom.com
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IRRATIONAL BEHAVIOR
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IRRATIONAL BEHAVIOR
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NEUROSCIENCE + BRANDS
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NEUROSCIENCE + BRANDS
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NEW GROUND RULES
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NEW GROUND RULES
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NEW TOOLS
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NEW TOOLS
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SOMATIC MARKERS
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SOMATIC MARKERS
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Next …
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Next …
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The best way of predicting the future is to
Alan Kay
BRANDsenseby Martin Lindstrom
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future is to invent it.
buy ologyby Martin Lindstrom
Copyright © Martin Lindstrom 2008