May we all live in a world where we tell stories. Long, powerful and multilayered stories. Stories with great myths & mysteries, heroes & villains... and let us build those stories so that they fit for our time, for a world full of wonder and technological opportunity. Let us build stories that empower people and move them emotionally. Both brands and users would be better off for it.

1. The
lon g
idea
Brands
as
21st
century
Religion
Evangelism
By
Mar0n
Lindstrom
By
Jimmy
Maymann

2. When
did
football
get
so
BIG?
1966:
2006:
The
Mirror,
then
the
376
channels
most
popular
daily
knew
214
countries
a
piece
of
history
when
it
75.000
hours
broadcast
saw
one.
ALer
England
16
page
daily
add
ons
won
the
world
cup
Its
4,2bn
page
views
front-­‐page
splash
proudly
125mil
online
views
(new)
announced:
“A
bouncing
73mil
mobile
pv’s
(new)
girl
for
baby
Alex”
26,29bn
total
viewers
Sources:
Intelligent
life,
Fifa.com

3. A
media
revolu0on
Channels
+100k
+10k
+1000
+100
50-­‐99
20-­‐50
10-­‐20
1930’s-­‐1950’s
1960’s
1970’s
1980’s
1990’s
2000’s
2010’s
Source:
Intelligent
life

4. Long
term
branding
Source:
IEG
sponsorship
group

5. $46,1bn
$45bn
Yearly
spend
on
corporate
sponsorships
(2/3
is
sports)
$40bn
$35bn
$30bn
$28,0bn
$25bn
$20bn
$16,6bn
$15bn
$10bn
$5,1bn
$5bn
$1,4bn
Long
term
branding
1989
1996
2000
2004
2010
Source:
IEG
sponsorship
group

6. How
have
brands
capitalized?
$11Bn
Source:
The
Economist
and
Dr
Peter
Rohlmann

7. Buddha
Beckham
Copyright
©
Mar0n
Lindstrom
2011

8. 2042
years
3300-­‐40000
years
3500
years
How
well
are
brands
stacking
up?
1387
years
910
years
2500
years
3509
years
2509
years
126
years
Copyright
©
Mar0n
Lindstrom
2011

9. 2001:
We
have
(increasingly)
15%
Carl,
W.
J.
What's
All
the
Buzz
About?
nothing
to
talk
about
–
well
except
2011:
to
talk
about
brands…
37%
Brandwashed
study
Copyright
©
Mar0n
Lindstrom
2011

10.
€7
million
neuroscience
experiment
Copyright
©
Mar0n
Lindstrom
2011

11. We
took
12
holis0c
brands…
Copyright
©
Mar0n
Lindstrom
2011

12. …and
12
non-­‐
holis0c
brands
Copyright
©
Mar0n
Lindstrom
2011

13. ...and
tested
them
against
our
faith
Copyright
©
Mar0n
Lindstrom
2011

14. The
10
commandments
Grandeur
Rituals
Enemy
Sensory
appeal
Mystery
Evangelism
Copyright
©
Mar0n
Lindstrom
2011

15. Conscious
Brand
Rela0onship
Drivers
(MicrosoI
versus
Apple)
Apple
t
Microsof
Copyright
©
Mar0n
Lindstrom
2011

16. Non-­‐conscious
Brand
Rela0onship
Drivers
(MicrosoI
versus
Apple)
Apple
Copyright
©
Mar0n
Lindstrom
2011

17. Grandeur
Symbols
Enemy
Sensory
appeal
Mystery
Evangelism
Copyright
©
Mar0n
Lindstrom
2011

18. Vision

19. Staff name:
IKEA’s
architecture
Staff email:
Staff phone:
philosophy
4 Northcliff Street – Sydney 2012 NSW
Copyright
©
Mar0n
Lindstrom
2011

20. Storytelling

21. Is
Jaws
what
we
want
to
say
here?
Vision
is
about
grandeur
too!
Remember…?
Copyright © Martin Lindstrom 2010
Copyright
©
Mar0n
Lindstrom
2011

22. Alfred Hitchcock’s
two scripts
Copyright
©
Mar0n
Lindstrom
2011
Copyright
©
Mar0n
Lindstrom
2011

23.
Theatre
of
Theatre
of
the
mind
the
stage
Copyright
©
Mar0n
Lindstrom
2011
Copyright
©
Mar0n
Lindstrom
2011

24. Symbols

25.
Smash
Your
Brand
The
power
of
owning
an
iconic
language
Copyright
©
Mar0n
Lindstrom
2011

26. It
all
began
Picture
from
deck
in
1915…
Copyright
©
Mar0n
Lindstrom
2011

27. Guess
who…?
Copyright
©
Mar0n
Lindstrom
2011

28. Wheel
SilhoueQe
Ear
plugs
Colours
Eco
System
NavigaUon
Copyright
©
Mar0n
Lindstrom
2011

29. FuncUonality
sound
Design
Icons
FuncUonality
sound
Eco
System
Naming
Ritual
Copyright
©
Mar0n
Lindstrom
2011

30. Evangelism

31. The
control
…of
5
individuals
Copyright
©
Mar0n
Lindstrom
2011
Copyright
©
Mar0n
Lindstrom
2011

32. Copyright
©
Mar0n
Lindstrom
2011
Copyright
©
Mar0n
Lindstrom
2011

33.
A
$3
million
experiment
Copyright
©
Mar0n
Lindstrom
2011

34. ALer
the
respondents
had
The
Brandwashed
49%
heard
about
the
brand
during
a
“casual
conversa0on”
their
ajen0on
to
the
brand
online
increased
with…
Copyright
©
Mar0n
Lindstrom
2011

35. The
long
idea
Impact
3
months
3
months
3
months
ABOVE
Time
BELOW
Copyright
©
Mar0n
Lindstrom
2011

36. 21st
century
evangelism

37. The
world
looks
very
different

38. From
des0na0on
to
distribu0on
85%
85%
80%
79%
75%
75%
70%
Wave
3
(2008)
Wave
4
(2009)
Wave
5
(2010)
Visit
to
brand
website
in
last
6
months!
Source:
UM,
Wave
5
study,
2010

39. What
has
changed?
Upload
videos
100%
Run
a
blog
2010:
47%
50%
Produc0on:
2006:
28%
2010:
45%
0%
2006:
10%
Watch
video
100%
2010:
84%
Visit
social
network
Publica0on:
50%
2006:
30%
2010:
79%
0%
2006:
N/A
Comment
&
rate
100%
Visit
microblogs
Distribu0on:
50%
2010:
65%
2006:
25%
2010:
33%
0%
2006:
0%
Source:
UM,
Wave
5
study,
2010

40. A
world
of
on
demand
Time
spent
with
video
content
30
hours
25
hours
On
demand
20
hours
15
hours
10
hours
Live
5
hours
broadcast
0
hours
2006-­‐2010
2011-­‐2016
2017-­‐2022
Source:
The
diffusion
group,
2010

41. From
Vogue…
…to
Michelle
Phan

42. Michelle
Phan
-­‐
Ecosystem
1,6mil
subscribers
650k
Fans
450mil
views
3-­‐4k
likes
per
post
200k
Followers
2011
launch
of
the
99,2%
rank
in
Twitalyzer
Michellephan.com
hub

43. How
to
build
momentum
online
Distribu0on
Amplifica0on
Explosion

45. Audience
is
built
over
0me
Online
presence
Royal
wedding
Welcome
back
Sing
along
Dance
Jan-­‐Apr
2009
Apr-­‐Oct
2009
Nov10
–
Feb11
Apr
2011

46. T-­‐mobile:
Life’s
for
sharing
CollaboraUve
and
social
content
to
generate
publicity
•
Over
100
million
total
views
on
Youtube,
support
with
TV/Outdoor
as
celebra0on
•
A
total
of
+900
videos
published
over
the
last
3
years
•
52%
increase
in
sales
YOY
•
Massive
mainstream
media
ajen0on
in
the
UK
•
Shared
on
over
2500
blogs
*Source:
The
Ambient
Advert
0tled
'Dance'
Case
Study
by
Mediacom

47. TV
Awareness
Display
15%
(Push)
Outdoor
85%
(Ongoing)
Interest
AcUon
Loyalty
A
deeper
communica0on

48. 'We're
not
in
the
business
of
keeping
the
media
companies
alive.
We're
in
the
business
of
connec9ng
with
consumers.'’
Trevor
Edwards,
Vice
President,
Global
Brand
&
Category
Management
-­‐
Nike

49. From
ads
to
experiences
55%
drop
in
TV
budgets
+30
na0onal
teams
over
last
10
years
+
200
Club
teams
+500
Athletes
+10,000
pieces
of
content
6
Hubs
/
1
academy
Source:
Nike.com
&
Wikipedia

50. Awareness
Interest
Loyalty
Ac0on
Ac0on

51. Always
on
6-­‐12
Months
15%
(Push)
85%
(Ongoing)
Weekly/Monthly
Daily/Weekly
Daily/Weekly

52. Awareness:
Write
the
future
Content:
3min
lead
spot
DistribuUon:
TV,
Roadblocks,
Paid
media
Metric:
Impression,
views,
fans
Aim:
Targeted
views
/
FB
fans
Results:
55mil
views
/
4,5
mil
fans

54. Interest:
The
Chance
Content:
Events,
+450
videos,
Hubs
DistribuUon:
Seeding/Social
Metric:
Engagement
/
Interac0on
/
fans
Aim:
Interac0on
and
community
Results:
+125k
pages
created
/
1
player
signed

55. Action: Bootfinder
Content:
Product
info/video
&
customiza0on
DistribuUon:
Search
/
Owned
media
Metric:
Sales
Aim:
Conversion
Results:
Nike’s
fastest
growing
division
globally

56. Loyalty: Football+
Content:
Nike
football+
(video,
apps)
DistribuUon:
Owned
media
Metric:
CRM
Aim:
Loyalty,
word
of
mouth
Results:
#2
Social
media
brand
(Headstream)

57. Nike:
The
long
idea
Design
Retail
&
media
Colours
Ecosystem
Eco
System
Storytelling

58. The
global
bajle
for
football
2010
World
cup
–
online
buzz
Rank
Brand
Share
Market
share
80%
1
Nike
30,2%
2
Adidas
14,4%
60%
8,2mil
4,4mil
40%
20%
1966
1994
2006
2010
Source:
Nielsen
/
Edelman
2010,
NPD
Sports
Tracking
Europe
and
SportScan.
*
Facebook
June
2011