Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later.
Martin LindstromToday's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.
Martin LindstromImagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon.
Martin LindstromIf you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.
Martin Lindstrom