“Well-placed brands kill off and wipe out badly-placed brands. Some brands lose out in a big way due to weak placement. The only way for a brand to survive is to wipe out other brands,” Lindstrom stated.
“When placing an ad, take account of the context because it is very important. You need to understand the mood of that TV, radio programme or movies, story in print media or billboard before you stick your brand's ad.”
Lindstrom added that the effect of a brand can be increased just by placing and marketing it in a nice context. “Frankly, some strategies are not helping your brand,” he said. “Please go home and evaluate your strategy because a lot of brands are just a waste of money.
“And stick your ad with key words, otherwise the consumers will be disconnected with the ad and your product.”
Lindstrom believes that the shape of the product, its smell, picture, design, languages, names, sound and vision can create a powerful effect on the consumer.
“The power of the logo is just a warning sign for us to buy the product but not an encouraging sign to buy it,” he said. Therefore, he recommends that sometimes products need to be advertised without its logo, but simply with its name.
“Brand has nothing to do with the brand's logo. Brand should stand alone.”
Furthermore, he said, “A branded smell activates almost the same areas as branded visual stimuli in consumers' brains.
“We must also take account of the true power of the sound when building brands because sound creates a super addictive effect in the brain (sound + vision = reward and attention + memory emotional engagement = consumer preference).
“Sound is cheap but creates positive synergies. A negative sound creates disruption and irritation and discomfort. The Nokia's tune is so disliked that it dilutes the consumers' relationship with the brand in the brain.”
Lindstrom will conduct his Buy-ology Symposium tour in more than 50 countries in 18 months. Bizcommunity.com is a media partner. For more information, go to www.martinlindstrom.com.
