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For Entrepreneurs, CEOs and Startups: Cookie cutters are for baking, not branding
 

For Entrepreneurs, CEOs and Startups: Cookie cutters are for baking, not branding

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http://www.risingabovethenoise.com Brand specialist and Fast Company blogger takes one of his most popular posts and converted it into an easily referenced piece for all CEOs, marketing personnel, ...

http://www.risingabovethenoise.com Brand specialist and Fast Company blogger takes one of his most popular posts and converted it into an easily referenced piece for all CEOs, marketing personnel, entrepreneurs and brands.

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For Entrepreneurs, CEOs and Startups: Cookie cutters are for baking, not branding For Entrepreneurs, CEOs and Startups: Cookie cutters are for baking, not branding Presentation Transcript

  • “Cookie cutters are for baking, not branding” and 9 more insights to transform your brand by David Brier
  • A day that goes by without breaking some sacred branding rule is a day your brand has lost TO Rise above the status quo. 1
  • By breaking those rules with insight, intelligence and innovation, you get heard (in a world that's too damn busy to listen).
  • We know there are thousands of ways to solve any problem and that the only valuablesolutionsare the effective ones... 2
  • Doing something ineffective in half the time — or "more efficiently” — isn't progress, but is instead bad business.
  • Socialmedia isn’ta brand strategy. Social media is a channel. While it’s important for a brand to develop something to say, it’s more important to create something that will be heard. 3
  • 4 History is filled with inferior productsoutselling superior ones thanks to better branding.
  • Only superior branding has the power to overcome and reverse this. Superior products deserve superior branding.
  • 5Consumers and clients have a first momentwhen they discover a brand.
  • 5Consumers and clients have a first momentwhen they discover a brand. It’s this defining momentthat establishes expectation and perceived value.
  • (Deliveringonthatvalue willdetermine whetheryourcompanythrives ormerelystumblesalong.)
  • 6 People never got passionate about mediocre& average. Thisiswhythereisnoaisleinagroceryordepartmentinastoreor menuonawebsitefor“averagestuff”or“beigeproducts.”
  • Whileconsumersandclientscanfind “bestdeals”or“naturalfoods”or“artisangoods,” onedoesn’tfindanaisleorawebsitemenutabfor “averagestuff”whichexplainsthis: whilevanillaisnecessaryfor theicecreamsundae, it’sthehot fudge weall crave(andtalkabout).
  • 7 Brands that use clichésto promote their brand end up promoting their category, not their brand.
  • 8 Growthandbranddominance iscreatedbyhaving thehighestbrandvalue, not the lowest price tag. Onecanalwayssellsomethingbyofferingthelowestprice.
  • pricedoesnotcreateloyaltytoyourbrand. Neverdidandneverwill. Itonlycreates"loyalty"tothat price point. Assoonasyourcustomer isofferedabetterprice,heorshewilljumpship,leavingyoulike ascornedloverinthemiddleofthenight.
  • 9 Brands are built on either reruns or coming attractions.
  • The future has no road map while the past clearly does. Creatingabrandthatblazesnewtrailscansometimesbebumpy butwillalsoallowyoutobethefirsttodiscoversomethingnew, somethingmeaningfulandsomethingthatmakesothersask, “Why didn’t we think of that?”
  • Design, copy and art direction: David Brier use these 9 points to outsmart, outperform and outmaneuver your competition follow him on twitter here: David Brier
  • “cookiecuttersareforbaking,not branding”copyright:davidbrier learnmoreabout brandinghere: risingabovethenoise.com