Don't be logo-centric: Global brand wizard Martin Lindstorm

Martin Lindstorm, a renowned name in the world of branding, bristles with remarkable insights. He has revolutionized the world of brands and provides pathbreaking research notions which help brands in the long run. Time Magazine has hailed him as one of the world's 100 most influential people. Lindstorm's recent book, "Buyology', dwells on the critical question: why do people buy? Lindstorm is the CEO and chairman of LINDSTROM Company; Buyology Inc. (New York and Tokyo); and Brand Sense agency (London). In an exclusive interview with Adgully, he offers sage advice on negotiating the era of brand blizzards.

Adgully: Could you share with us your milestones in your professional career?

Martin Lindstorm: I think the first milestone was when I got a job in this space I really began to realize how to use the knowledge that I had for many years but didn't know how to put them in to the correct format. I got a job at BBDO and it was an important milestone for me. The second milestone was when I moved to Australia in 1997 and my next milestone was when I wrote the Brand Sense and my next milestone is definitely Buyology. My goal today is to have a milestone which would change the conventional perception of branding.

Ag: What are the key differentiating factors in approach between the brands of developed countries compared to that of developing countries?

ML: I think the biggest challenge is that the developing countries do not necessarily have the resources and do not necessarily have the interest and will. Whereas developed countries have the resources but do not have the will. The will here means that they are willing to change things and change their pattern. They are more competitive and people in developing countries are not nearly as competitive. So that is the difference.

Ag: What is your experience with Indian brands and their approach of communication?

ML: Indian brands have a lot of energy; they really want to explore new things. I think the problem is not everyone gets the concept that the brand is not just the logo. A lot of people really truly believe that the logo is doing the job and it is not and you need to get over that stage. I think it is very important that Indian brands start to gain more self confidence. Also not a lot of international brands coming out of India, given the population you need to have at least more than 200 good brands not just four or five. India is behind in that sense. What is good is that we had the chance to share information and I do hope it will help you to instill changes. Go outside the space of thinking about advertising branding and logo.

Ag: Brand communication strategy in India are typically formed around television viewing audience and then being replicated to different media, how much it is different than Europe or America?

ML: It is important to note that those continents even breathe the brand with the consumer first. They introduce the concept to the consumer. They get feedbacks from the consumer. And then it is brought back to the company where necessary changes can be done and then breathed into the media. So it starts with the consumer, here I am not sure that it starts with the consumer; here it probably begins in a board room.

Ag: There are over 600 million mobile users in India do you think that mobile screens have the potential of giving a strong fight to the TV screens, what are your thoughts?

ML: Absolutely. I think mobiles will do that and it is already happening in Japan and Korea. I think we have seen some aspects of it in India and are pretty successful. But mobile seems to be now kicking through because of Apple and their content. It is not really kicking through in India yet, but it will. So that would be huge potential, there will always be.

Ag: Is it necessary to spend millions of dollars to create a brand or there are other methods as well, what are your thoughts?

ML: No, not at all. I do not believe in spending big money. A lot of my success stories have spent much less amounts. The reason why I show big brands in my presentations is because everyone will know and recognize them in all countries.

Ag: Internet as a media internationally has helped brands immensely but with lesser penetration of Internet usage in India, do you think the Brands still should invest in this media option?

ML: Oh yes definitely. You will be losing the game if you are not doing enough.

Ag: If you want to suggest 3 key points to Indian brands which according to you can become a change agent for their brand and help the brand grow then what would that be?

ML: I think number one is you need to smash your brand, remove the logo, and see what is left. And then you would probably conclude that not a lot is left. You need to survive without the logo. You need to run over it. You need to operate in an added value box. You need to own a semantic marker and finally you need to kick all the boxes.

Ag: What is the next book we can expect from you, could you share a bit about the same?

ML: Yes my next book will come out in October next year. However I can't tell you anything about it right now except that it is going to be exciting. | By Janees Antoo [janees(at)adgully.com]