goviral cannes 2011 - the long idea
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Brands as Religion
By Mar0n Lindstrom
21st century Evangelism
By Jimmy Maymann
The long idea
When did football get so BIG?
1966: The Mirror, then the
most popular daily knew a piece of history when it saw one. ALer England won the world cup Its
front-‐page splash proudly announced: “A bouncing
girl for baby Alex”
2006: 376 channels 214 countries
75.000 hours broadcast 16 page daily add ons 4,2bn page views
125mil online views (new) 73mil mobile pv’s (new) 26,29bn total viewers
Sources: Intelligent life, Fifa.com
A media revolu0on
10-‐20
20-‐50
50-‐99
+100
+1000
+10k
+100k
1930’s-‐1950’s 1960’s 1970’s 1980’s 1990’s 2000’s 2010’s
Channels
Source: Intelligent life
Long term branding Source: IEG sponsorship group
Long term branding $5bn
$10bn
$15bn
$20bn
$25bn
$30bn
Yearly spend on corporate sponsorships (2/3 is sports)
1989 1996 2004
$35bn
$40bn
$45bn
2010 2000
$1,4bn
$5,1bn
$16,6bn
$28,0bn
$46,1bn
Source: IEG sponsorship group
How have brands capitalized?
$11Bn
Source: The Economist and Dr Peter Rohlmann
Beckham
Copyright © Mar0n Lindstrom 2011
Buddha
How well are brands stacking
up?
2042 years 3300-‐40000 years 3500 years
1387 years 910 years 2500 years
3509 years 2509 years 126 years
Copyright © Mar0n Lindstrom 2011
We have (increasingly) nothing to talk
about – well except to talk about brands…
Copyright © Mar0n Lindstrom 2011
37% 2011:
Brandwashed study
15% 2001:
Carl, W. J. What's All the Buzz About?
€7 million neuroscience experiment
Copyright © Mar0n Lindstrom 2011
We took 12 holis0c brands…
Copyright © Mar0n Lindstrom 2011
…and 12 non-‐ holis0c brands
Copyright © Mar0n Lindstrom 2011
...and tested them against our faith
Copyright © Mar0n Lindstrom 2011
Rituals
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery
The 10 commandments
Copyright © Mar0n Lindstrom 2011
Conscious Brand Rela0onship Drivers (MicrosoI versus Apple)
Apple
Microsoft
Copyright © Mar0n Lindstrom 2011
Non-‐conscious Brand Rela0onship Drivers (MicrosoI versus Apple)
Apple
Copyright © Mar0n Lindstrom 2011
Symbols
Evangelism
Enemy
Sensory appeal
Grandeur
Mystery
Copyright © Mar0n Lindstrom 2011
Vision
IKEA’s architecture philosophy
Staff name: Staff email: Staff phone:
4 Northcliff Street – Sydney 2012 NSW
Copyright © Mar0n Lindstrom 2011
Storytelling
Remember…?
Copyright © Martin Lindstrom 2010
Is Jaws what we want to say here? Vision is about grandeur too!
Copyright © Mar0n Lindstrom 2011
Copyright © Mar0n Lindstrom 2011
Alfred Hitchcock’s two scripts
Copyright © Mar0n Lindstrom 2011
Theatre of the stage
Copyright © Mar0n Lindstrom 2011
Theatre of the mind
Copyright © Mar0n Lindstrom 2011
Symbols
Smash Your Brand
The power of owning an iconic
language
Copyright © Mar0n Lindstrom 2011
Picture from deck It all began in 1915…
Copyright © Mar0n Lindstrom 2011
Guess who…?
Copyright © Mar0n Lindstrom 2011
Wheel SilhoueQe Ear plugs
Eco System Colours NavigaUon
Copyright © Mar0n Lindstrom 2011
Design Icons FuncUonality sound
Eco System Naming Ritual
FuncUonality sound
Copyright © Mar0n Lindstrom 2011
Evangelism
The control …of 5 individuals
Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
A $3 million experiment
Copyright © Mar0n Lindstrom 2011
ALer the respondents had heard about the brand during a
“casual conversa0on” their ajen0on to the
brand online increased with…
49% The Brandwashed
Copyright © Mar0n Lindstrom 2011
Time
Impa
ct
ABOVE
BELOW
3 months 3 months 3 months
The long idea
Copyright © Mar0n Lindstrom 2011
21st century evangelism
The world looks very different
From des0na0on to distribu0on
70%
75%
80%
75%
Wave 3 (2008)
Visit to brand website in last 6 months!
Wave 4 (2009) Wave 5 (2010)
85%
79%
85%
Source: UM, Wave 5 study, 2010
What has changed?
Publica0on:
Distribu0on:
Produc0on:
0%
50%
100%
2006: 10% 2010: 45%
2010: 47%
2006: 28%
Upload videos
Run a blog
0%
50%
100%
2006: N/A
2010: 79%
2010: 84%
2006: 30%
Watch video
Visit social network
0%
50%
100%
2006: 0% 2010: 33%
2010: 65%
2006: 25%
Comment & rate
Visit microblogs
Source: UM, Wave 5 study, 2010
15 hours
20 hours
25 hours
30 hours
10 hours
5 hours
0 hours
Live broadcast
A world of on demand
Source: The diffusion group, 2010
Time spent with video content
2006-‐2010 2011-‐2016 2017-‐2022
On demand
From Vogue…
…to Michelle Phan
Michelle Phan -‐ Ecosystem
1,6mil subscribers 450mil views
650k Fans 3-‐4k likes per post
200k Followers 99,2% rank in Twitalyzer
2011 launch of the Michellephan.com hub
How to build momentum online
Distribu0on Amplifica0on Explosion
Audience is built over 0me
Jan-‐Apr 2009 Apr-‐Oct 2009 Nov10 – Feb11
Dance Sing along
Welcome back
Royal wedding
Apr 2011
Online presence
CollaboraUve and social content to generate publicity
• Over 100 million total views on Youtube, support with TV/Outdoor as celebra0on
• 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
• A total of +900 videos published over the last 3 years
T-‐mobile: Life’s for sharing
85% (Ongoing)
15% (Push)
TV Display
Outdoor
A deeper communica0on
Awareness
Interest
AcUon
Loyalty
'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
From ads to experiences
55% drop in TV budgets over last 10 years
+30 na0onal teams + 200 Club teams +500 Athletes
+10,000 pieces of content 6 Hubs / 1 academy
Source: Nike.com & Wikipedia
Ac0on
Awareness Interest
Ac0on Loyalty
Daily/Weekly
Daily/Weekly
Weekly/Monthly
6-‐12 Months
Always on
85% (Ongoing)
15% (Push)
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
Content: Events, +450 videos, Hubs
DistribuUon: Seeding/Social
Metric: Engagement / Interac0on / fans
Aim: Interac0on and community
Results: +125k pages created / 1 player signed
Interest: The Chance
Content: Product info/video & customiza0on
DistribuUon: Search / Owned media
Metric: Sales
Aim: Conversion
Results: Nike’s fastest growing division globally
Action: Bootfinder
Loyalty: Football+
Content: Nike football+ (video, apps)
DistribuUon: Owned media
Metric: CRM
Aim: Loyalty, word of mouth
Results: #2 Social media brand (Headstream)
Nike: The long idea
Design Retail & media Colours
Eco System Ecosystem Storytelling
2010 World cup – online buzz
Rank Brand Share
1 Nike 30,2%
2 Adidas 14,4%
Source: Nielsen / Edelman 2010, NPD Sports Tracking Europe and SportScan. * Facebook June 2011
Market share 80%
60%
40%
20%
1966 1994 2006 2010
8,2mil
4,4mil
The global bajle for football
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