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Program of Martin Lindstrom Masterclass 23 March 2011

09.00 – 10.00 Welcoming coffee. Participants’ registration.

10.00 – 11.30 Presentation on Buyology

Brands on the Brain
The world’s largest neuromarketing research project challenges everything you’ve learned about advertising and branding

Martin Lindstrom has gone straight to the source – the human brain – to understand the secrets of desire. Secrets that you must know to build the brands of tomorrow.
This session with Martin Lindstrom explores his extraordinary findings from his Buyology research project, the world’s most comprehensive neuromarketing study ever conducted.

Some 35 times larger than any other study, and three years in duration, Buyology examined the future of advertising and branding by asking ‘what really goes on in our brains when we encounter advertising and brands?’.
What works? What doesn’t? What are brand-builders doing right, and what can we change to optimize marketing plans? Buyology’s discoveries and revelations are nothing short of extraordinary. They signal a break with all the marketing rules and a u-turn on the learning we think we’ve gained through decades of brand-building. This presentation will shock, surprise and truly inspire you. And, most importantly, it will change your entire approach to advertising. It will reorient the way you’ll build brands from now on.

• Learn what’s next for market research, now that Buyology has roundly challenged conventional methods.
• Discover Buyology’s raft of new and extraordinary marketing techniques. They help boost your marketing results immensely.
• Examine the groundbreaking consumer contact techniques that spin out of Lindstrom’s global neuromarketing project.
• Explore fascinating concepts, like Mirror Branding and Somatic Brand Markers.

Want to know a secret?
You’re a victim of subliminal advertising - right now!

It was banned back in the fifties, and no-one has touched it since. Or so we thought. The truth is dramatically different. Lindstrom and his team explored the facts behind subliminal advertising and used the brain as the direct source of evidence for it. The revelations are astounding.

•  Explore the future of subliminal advertising.
•  Learn what not to do – and what you better do.
•  Understand the secrets of our consumer brains and how to translate them into brand action.
•  Secure fascinating knowledge about the next generation of product placement: what will it look like, and how can you make the most of the technique for your brand?

11.30 – 11.45 Coffee break.

11.45 – 13.00 "Battle" regarding Buyology between Martin Lindstrom and two to three
Russian marketing professionals

13.00 – 14.00 Lunch

14.00 – 15.30 Presentation by Martin Lindstrom

Smash Your Brand 2.0
Discoveries that shocked the scientists

Martin Lindstrom broke the branding rules when he introduced his revolutionary Smash Your Brand methodology in 2005. Now he’s rewriting the marketing handbook again, taking his radical and effective approach to vast new dimensions, and using the brain as evidence. Buyology’s results have proven what, until now, has been theorized by some, practised by few, and substantively documented by none. Neuromarketing is a technique which has been used by the majority of the world’s Fortune 500 companies for exclusive and specifically-directed brain studies.
Martin Lindstrom’s Buyology is as wide-ranging as it is deep, and its findings will direct the marketers of tomorrow in building unprecedently powerful brands.
Smash Your Brand 2.0 brings Lindstrom’s unique methodology into union with Buyology’s fascinating neuroscientific findings. Lindstrom now shares his arresting insights into what happens in consumer brains when we use sound and smell to build brands.

• So long logo! Learn what’s next.
• Discover how to optimize your brand, based on the latest neuroscience.
• What are you already doing right? And what do you need to improve urgently?
• Where are the pitfalls and the opportunities in smashing your brand?

God Inc.
How religion and brands affect our brains

Religion has been part of human culture for as long as humans have congregated as communities.
Brands have been with us for mere hundreds of years. There’s plenty that the world of branding can learn from the world of religion. Lindstrom and the Buyology team have uncovered parallels and lessons that have astounded the most hardcore scientific teams.

•  What did the scientists discover when drawing parallels between religion and powerful brands?
•  Secure a fascinating knowledge about the power of religion as a branding tool.
•  Learn how to systematically adopt elements from the world of religion into the way you build and market your brand.

15.30 – 15.45 Coffee break.

15.45 – 17.00 "Battle between Martin Lindstrom and two or three Russian marketing professionals

17.00 – 18.00 "Battle" regarding marketing between seminar audience against two or three Russian marketing professionals and Martin Lindstrom