Martin Lindstrøm

Foredragsemner:

• 360 graders branding
• B2B branding
• Brand channel management
• Brand vision
• “Clicks and mortar” branding
• Cost effective branding/brand building
• Global versus local branding
• On line branding
• BRANDchild
• BRANDsense
  

Mød en af verdens førende eksperter i branding
Martin Lindstrøm er blevet kaldt "an outstanding marketing professional" af koryfæer som Don Peppers og Martha Rogers og er i dag - kun 32 år gammel - anerkendt som en af verdens absolut førende branding-guruer. Han blev født i Danmark i 1970 og efter endt studium på DRB Reklameskolen blev han ansat som projektleder i reklamebranchen og accelererede på få år til en stilling som marketing direktør i BBDO. I BBDO var han medstifter og medansvarlig for driften af BBDO Interactive, der senere skiftede navn til Framfab og blev Europas største virksomhed inden for løsninger til internettet. Derfra rykkede han til Asien, hvor han var medstifter og direktør i BBDO Interactive Asia Inc. Fra 1999-2001 var han Worldwide Chief Operating Officer i BTLookSmart Worldwide - en joint-venture mellem British Telecom og verdens største søgemaskine-virksomhed - og i dag er han strategisk brand rådgiver for Fortune Top 500 virksomheder i USA, Asien og Europa.

Udover at skabe sig en enestående erhvervskarriere har Martin Lindstrom også udgivet flere bestsellere - herunder verdens første bog om branding på internettet i partnerskab med IT guruen Tim Frank Andersen (1996) og den revolutionerende bog: "Clicks, Bricks and Brands", der er helt integreret med internettet og mobiltelefoni, så læserne konstant opdateres med nyheder via hotlinks der reelt sikrer, at bogen aldrig bliver uaktuel. Desuden skriver han et væld af artikler i internationale tidsskrifter, der hver uge når ud til 4 millioner læsere i hele verden.

Som du kan forestille dig, er det en unik oplevelse at være tilhører til Martin Lindstrøms foredrag. Du går derfra med faglig inspiration på et højt niveau, og også på det underholdningsmæssige plan er han enestående - hans foredrag om branding leveres i en kvalitet og med en intensitet der ofte får tilhørerne til spontant at udtrykke deres tilfredshed med stående ovationer. 

Fra Martin Lindstrøms præsentationer i Danmark efteråret 2002:
"Martin er virkelig kompetent og han er velforberedt" "Brilliant and infectious can-do- attitude; he really did his homework on us and engaged us with examples that were relevant and interesting to all, and broke things down into very "digestable" form" "Information shared was immediately useful, relevant and can be applied staightaway"

"When someone qualified challenges the conventional thinking it will result in a fresh perspective and give food for thoughts about the way children (...of all ages...) behave - Martin Lindstrøm does this in his new book BRANDchild." Kjeld Kirk Kristiansen 

Martin Lindstrøm Keynote presentations that provoke, excite and inspire.
Whether you're kicking off a major conference or rolling up your sleeves in an executive work session, Martin Lindstrom will shake up the audience, fill the participants with ideas and charge them with inspiration. Lindstrom's reputation for earning "a guaranteed standing ovation" at his compelling lectures on 360-degree branding accompanies his popularity as a best-selling author and columnist. Each speech guarantees to spike the audience’s branding power to a new level and challenges their way of thinking forever.

360-degree branding: How to make it pay off 
Customers are given more choices every hour. The increasingly complex media picture has resulted in a growing number of consumer touchpoints for brand builders, presenting them with a broader palette than the one upon which television, print, outdoor, radio and internet media have been mixed. 

The question is no longer which magazine should your brand occupy to target its particular market segment, but how to build synergy between all your different channels targeting the consumer twenty-four hours a day, seven days a week.

Martin Lindstrom meets that challenge head on. Having set the agenda for innovative brand-building for more than a decade he takes the next step with 360-degree branding. His scenarios are mindblowing. Imagine sweltering in 92-degree-Fahrenheit heat. You pass by a store selling Coke. An SMS or WAP message appears on your cellphone's display: "Check out our 92°F Coke offer! 2 for the price of 1." When you respond by entering the participating store, a "Heat Wave" promotion will be in action, asking patrons to sign up to receive other Coke Heat Wave offers via their cellphones and making the special you’ve been offered available while the temperature remains above 90°. 

Lindstrom paints the big picture and helps you find your place in it. The topics he covers include innovation, three-dimensional branding, passion, the 24/7 generation, creativity, financial gain, market creation and learning, and challenging limits. A hugely entertaining speaker who inspires and excites his audience, Lindstrom’s presentations are like no others’.

Creating a next generation of brand visions
Hailed by top executives as "amazing", Martin Lindstrom’s painstakingly customized presentations on how to create a next generation vision have earned perfect scores from over 96% of people attending his worldwide presentations, and they’ve prompted one executive to say, "you told our people things about our business that they didn't even know!"

As Lindstrom outlines in his speech, before you can tell people what you want them to think about you, you must know clearly who you are. Though some company executives devote time to thinking about and defining who they are and where they want to go, the vast majority seem to come up with impotent copy-and-paste statements, redolent with empty clichés and nebulous objectives. 

What value do companies gain from spending thousands of hours and millions of dollars on articulating a supposed mission? Lindstrom asks if it could be that these "company visions" are nothing more than pieces of verbal livery that are nice to have and supposedly obligatory components of corporate websites. Or are management teams really using these vision statements as guidelines for their work? 

A vision expresses a brand's place in its world. It articulates a brand's reason for being. For some reason most corporate "visions" are disturbingly similar to each other. Perhaps that reflects the fact that most companies' objectives and most brands' purposes are similar. Or perhaps it reflects the fact that courage is lacking, or non-existent, in the business world. This fascinating speech, based on tens of examples from all over the world, helps its audience to create its own brand vision.

Contextual Branding: the future of brand-building
To create the future, you must forget what you know. That's the message from Martin Lindstrom’s discourse on the future of contextual branding. We all know what classic brand-building is all about. But what happens when it becomes one-to-one driven, twenty-four hours a day, seven days a week? 

In this compelling seminar Lindstrom argues that branding as we know it is about to change forever. Through numerous studies and cases drawn from around the world Lindstrom shows how the cellphone, the PDA, chat rooms, the internet and classic media channels are going to work together in a way no-one ever would have dreamt about. He calls the phenomenon contextual branding and results from the approach are evidencing staggering increases in sales and conversion rates. Contextual branding is about creating synergy between off- and online media and making every message so relevant that the consumer simply can’t live without the product.

The topics Lindstrom covers include trends, the execution imperative, a love of failure, a relentless pursuit of results, embracing clicks-and-mortar and 360-degree and contextual branding. Let the inimitable Lindstrom spell it all out for you in a presentation that will shake up your thinking, fill you with ideas and charge you with inspiration. 

ROI Branding: Why isn’t my brand working?
We live in exciting, if uncertain, times. For decades communication agencies have been doing their best to avoid the most critical of questions: What is the return on their marketing investments? But the world has changed and branding ROI is now mandatory in any marketing plan.

Why the avoidance? Because it has been almost impossible to measure the results of long-term branding campaigns that are often run over several years and across multiple channels, handled by multiple agencies and managed by multiple departments. 

Now that digital media has become more focused not only on monitoring consumers' online behavior but also on accurately predicting behavior, we're closer than we've ever been to being able to answer the ROI questions we dared not ask just five years ago. 

In this compelling presentation Martin Lindstrom outlines how you measure your online and offline branding. He presents innovative techniques like Web Brand Mapping and Contextual Brand Mapping that offer the audience concrete tools to measure the effect of their branding campaigns. Using mind-opening, real-life examples of groundbreaking strategies, Lindstrom provides the practical steps needed for establishing and nurturing extraordinary brand-measuring techniques.

Step 1-2-3 Branding: How to build a brand from scratch
Creating, building and maintaining successful brands — these are the expert skills that Martin Lindstrom shares with his audience. Drawing on 15 years of experience in the advertising and online industry, from startups to established corporations, Lindstrom shares fascinating experiences that vividly illustrate how every member of an organization can help their brand-building reach new heights.

In this presentation Lindstrom focuses on how to formulate a key message, how to secure brand consistency, how to build brand channel strategies and how to make a brand talk, listen, learn and react. 

His presentation is packed with examples that help the audience to understand the practical elements in true brand-building. One quick fact sums it up: the Coke bottle was designed so that no matter how many pieces it might be smashed into, each piece would be recognizable as having once been part of a Coca-Cola bottle. Keeping this principle in mind, remove all your logos from your site, remove all brand names, and then ask the consumer to visit your site, watch your commercial or read your brochure and guess to which brand the advertising belongs. Branding is as simple as that! This seminar will open your eyes and make you see sides of branding you never thought were possible.

Branding 2010: What can we expect and what will shock most of us?
Advertising executives used to say that 50% of your marketing budget works. The problem is we don’t know which of the two fifty percents is working! In this presentation Martin Lindstrom shares new tools to enable marketing executives determine which 50% is the efficacious one. Lindstrom also looks at new ways of building brands and asks the tough questions like: how do you build a brand on a canvas smaller than a matchbox, only using one color with no scope for graphics? Lindstrom calls it M-Branding and pinpoints how this new one-to-one driven communication, operating via the cellphone’s screen, is likely to affect the consumer, twenty-four hours a day, seven days a week.

Based on elements from Lindstrom’s latest bestselling book (Clicks, Bricks & Brands with Don Peppers and Martha Rogers PhD.), this presentation explains why one-to-one branding will take off and become central to brand-building in the future. Lindstrom offers valuable advice to both marketing professionals and non-marketers on ways to prepare companies for the future. The next branding revolution could arrive quickly, so you'd better be ready for it. Start preparing for the new raft of branding techniques which will optimize your conversion rates like never before.

BRANDchild: child-branding, tween-branding and teen-branding
BRANDchild goes inside the minds of today’s global kids to understand their unique relationship with brands.

Based on his and Patricia B. Seybold’s recent book, BRANDchild (applauded by gurus such as Wunderman, Popcorn, Rapp and Kotler), Lindstrom’s presentation reveals new data gathered by the world’s largest study ever conducted on kids and their relationship with brands. The seminar takes a global perspective and compares kids’ behaviors across the United States, Europe, South America and Asia.

In BRANDchild™ Lindstrom not only summarizes decades of experience in marketing to kids but also looks at trends, changing perspectives and proposes a new way of marketing to this young audience. Packed with useful advice on how to create kids' brands, the presentation includes a range of global case studies including Harry Potter, Pepsi, Coke, Disney, Jones Soda, DragonballZ, SONY, Pokemon, Rollerblades, LEGO and Digimon. 

Lindstrom’s speech is designed to empower top executives, marketing and business people of all kinds with an understanding of the value of this market, worth more than US0 billion worldwide and growing. He argues that the future generation of kids represent unclaimed land and loyalty. This presentation will shake up your perception of today’s kids, inspire you with ideas and fill you with encouragement.

B2Branding: The most cost-effective way to turn a red bottomline black
In this presentation Martin Lindstrom asks: why must business-to-business (B2B) branding be as boring as the companies it represents? Why is B2B considered second-tier branding, requiring cursory, dubious management? 

Companies are recognizing that their value doesn't lie only in turnover, assets and new products, but also in the strength of their brands. They're responding to this realization by dedicating energy to annual reports and press releases. But are annual reports and press releases the alpha and omega of brand exposure? For some reason, most companies still favor these over the extensive menu of branding tools that are available.

Lindstrom argues that a pure "business" person no longer exists. He states that we are all private people with emotions and feelings that allow us to be just as effected by branding when we're at home as when we're at work. If you have a bad experience with a company at home or hear something negative about it when talking to your neighbor, would you forget the information as soon as you got to work? We're all subject to information intake across a range of social strata and within countless emotional contexts. This human factor opens the door for B2B branding. This presentation will change your view on what B2Branding™ is all about. Lindstrom’s astonishing 85% repeat-booking rate is solid testimony to the power of his insights to make an extraordinary difference. 

Low-cost branding with maximum effect
Branding doesn’t have to cost a fortune. That’s what Lindstrom argues in this provocative presentation which takes the audience through numerous case studies, examples and techniques that help the audience establish, build and maintain a category-leading brand.

The presentation is based on cases from all over the world and outlines, step-by-step, what small- and medium-sized enterprises should do when building their brands. Here’s a sneak preview of one of his many examples: 

Some years ago, an Australian takeout pizza place used the internet in an attempt to boost sales. Traffic was slow. Hardly anyone visited the site. The need for an increase in traffic was urgent. Instead of spreading money between off- and online ads, the pizza place spent its entire budget on radio advertising. The spots were simple but extremely effective. So effective, the restaurant's increased business caused most of the local competition to shut down. The pizza place's radio ads asked listeners to tear out all the pizza-restaurant pages from their yellow pages and bring them into the shop. In return for the pages, customers received a free pizza of their choice and a sticker displaying the restaurant's URL. Because the contact information for all the other pizza joints in town disappeared from customers' primary reference source, only one set of contact details was left in households that complied: the URL for the restaurant. 

Needless to say, this is an extremely compelling presentation for entrepreneurs and small- and medium-sized companies which don’t believe full-page ads and TV commercials are the only way brand heaven.

Brand Kickoff: How to launch brands the way they really deserve
Face it! Each day 4,000 new brands are launched. But ninety-three percent of new brands die within eighteen months. That’s a fact. Now, what will you do to avoid your own brand’s suicide?

This presentation includes advice on how to prepare for a brand launch, how to detect a potential failure, how to change the direction of a failed brand, how to recover from a failed brand launch, how to maintain a brand for years and motivational material. Based on elements from Lindstrom’s bestselling books and widely-read articles, this seminar takes the audience through numerous examples to compare what works and what leads to brand death. 

The challenge is to be part of the seven percent of brands that survive more than eighteen months or, better still, part of the one percent that reach brand nirvana and enjoy a long, happy life. Lindstrom relates statistics, strategies and stories that leave the audience with new skills and a reinvigorated desire to build and maintain world-class brands.

Co-branding: how to create outstanding results when teaming up
In this new presentation Lindstrom asks if co-branding is merely hype or if it can beat a path to brand stardom. One example sums up the possibilities: In a consumer survey on co-branding, the American Marketing Association found that 80% of respondents would be likely to buy a digital-imaging product co-branded by Sony and Eastman Kodak. However, only 20% of respondents claimed they would buy the product if it were branded by Kodak alone, and only 20% said they would buy the product if it carried only the Sony brand.

But over 90% of co-branding ventures fail. Take AT&T and British Telecom's alliance, Concert. Launched on July 26, 1998, it was backed by USbillion and two of the world's most respected telcos. The alliance failed in less than two years and closed, leaving everyone doubtful about the value of co-branding and alliance ventures.

Seventy percent of brand alliances go under because they fail to observe three simple rules: there must be equal value in the alliance for all parties; the brand values of each participating identity should match each other logically; and the alliance should be easy to understand.

If you're considering a co-branding relationship, take heed of these ground rules which Lindstrom’s seminar on the topic explores using numerous in-depth examples in which Lindstrom has been actively involved. The presentation takes the audience, step-by-step, through the process of building a world-leading brand alliance.

The future of clicks-and-mortar brands
The world's most controversial marriage is currently taking place: the union between offline and online businesses. Will the two survive the marriage?

Based on Lindstrom’s second groundbreaking book, this presentation offers the audience a fascinating insight into the development of clicks-and-mortar businesses. With an intriguing mix of theory, case studies and practical advice, Lindstrom consolidates his web genius and international marketing experience to bring retailers and dotcom companies a clear picture of how to make successful clicks-and-mortar marriages.

Lindstrom's exclusive case studies reveal how leading e-tailers, like drugstore.com and Toys "R" Us, initiated marriages with offline retailers and weathered the conversion to clicks-and-mortar businesses. Conversely, candid exposés about Nokia and Tesco illustrate how these major retailers wooed online e-tailers and made the transition from exclusively offline operations to clicks-and-mortar partnerships.

Based on exclusive cases from Don Pepper and Martha Rogers (co-authors of Clicks, Bricks & Brands and famed for their invention of the term 1-to-1TM) Lindstrom explores new paths for companies to take in establishing clicks-and-mortar companies in the near future.

Teens of tomorrow!It is not surprising that this generation has been tagged as the “age of compression”. They've grown up faster, are more connected, more direct and more informed than any previous generation. They have more personal power, more money, influence and attention than any other generation that’s preceded them. In this compelling seminar, Lindstrom argues that this is the first generation that's been born and bred with an understanding of the economic world. They play the stock market as if it's another computer game, and they watch financial news as if it's an ongoing soap opera. Their steady diet of information, available 24/7, is playing a major role in shaping the new generation. This is the first generation born with a mouse in its hand and a computer screen as its window on the world. Teens understood icons before they could read. They surf the net with an ease and speed that belongs only to those who are at home in cyberspace. They think in megabytes, pipeline sizes and screen resolutions in the same way that previous generations thought about swapping stickers, memorizing football scores and perfecting wheelies on their bicycles. The topics Lindstrom covers include behavior, trends, inspiration, advertising, dreams, destruction, fear and hope. 

Lindstrom is an entertaining speaker who challenges his audiences, makes them laugh and gets them bristling with excitement. This seminar will open your eyes, your heart and your mind and lead you to a radical redefinition of what today's teens are all about. 

County of Origin as a Branding Statement
Hailed by top executives as "amazing", Martin Lindstrom’s painstakingly customized presentations on how to build and maintain brands based on your company’s origin have earned perfect scores from over 96% of people attending his worldwide presentations, and they’ve prompted one executive to say, "you told our people things about our business that they didn't even know!"

What value do companies gain from building the brand on its origin? How do you leverage the right values and avoid the downsides?
As Lindstrom outlines in his speech, the brands build on local country values represent some of the most powerful brands in the world – however this strategy requires a carefully handcrafted marketing and brand plan. In this presentation Lindstrom focuses on how to formulate a key message, how to secure brand versus country consistency, how to leverage on the brands origin the best possible way and how to ensure that a country’s downfall doesn’t necessary have to affect the perception of the brand. 

In County of Origin as a Branding Statement Lindstrom not only summarizes decades of experience in marketing on how companies in a successful way has managed to build their brands based on their origin, but also proposes a new way of leveraging this concept further when building and maintaining global brands in the future. Packed with useful advice on how to leverage the brands origin in every marketing channel, the presentation includes a range of global case studies including Mercedes-Benz, Swiss Army, Louis Vuitton, Versace, IKEA, AUDI, Fosters, Qantas, Harley Davison, Singapore Airlines, Gucci, Coke and Perrier.

Lindstrom’s speech is designed to empower top executives, marketing, sales and business people of all kinds with an understanding of the value of this strategy. A hugely entertaining speaker who inspires and excites his audience, Lindstrom’s presentations are like no others’.

Sensory Branding - the untapped branding potential
Most marketing and brand building plans pivot around only two senses: sight and sound. Yes, brand awareness is created. But it’s diluted compared to the rare brands that appeal to all five senses. These visionary companies prove that the more the senses are involved, the more brand awareness is multiplied. In a groundbreaking presentation based on extensive international research, Martin Lindstrom presents key findings from the world’s largest study ever carried out on sensory corporate branding – exclusively conducted for his next book, BRAND sense. Did you know:

Kellogg's has invested in the power of auditory stimulus, testing the crunching of cereals in a Danish sound lab to upgrade their product's "sound quality." Singapore Airlines has demonstrated the psychological importance of the senses by carefully creating and maintaining an on-board sensory environment. By appealing to all senses (music, fragrance, manner and demeanour mingle in the cabin to evoke the airline's image), the airline has created a holistically branded flying experience.

England’s Barclays Bank introduced freshly brewed coffee to its branches with the deliberate intention of making customers feel at home. The familiar smell relaxes the bank's customers, stimulating emotions not typically associated with such an establishment. Makes you think, doesn’t it?

Packed with fascinating cases from across the world, Lindstrom analyses the future of branding and shares his unique insights with marketing audiences. He reveals how brands like Nokia, Singapore Airlines, BMW, Disney, Coca-Cola and Intel are strategically manipulating the concept of sensory branding into their marketing strategies, helping the audience form a view on how their own brands should leverage the concept of sensory branding in the future. At this presentation you’ll identify:

• The next generation of brand building
• How to evaluate and optimize the value of your existing brand by leveraging the concept of sensory branding
• Step-by-step instructions on how to establish a solid sensory branding strategy