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How to create brand superheroes: Does your culture support brand superstars?
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How to create brand superheroes: Does your culture support brand superstars?

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by David Brier Does your culture support brand superstars? Does your culture encourage brand ambassadors who live, breathe and sh*t your brand? …

by David Brier Does your culture support brand superstars? Does your culture encourage brand ambassadors who live, breathe and sh*t your brand?

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  • 1. CREATING A CULTURETHAT FOSTERS BRANDSUPERHEROES
  • 2. From Lance Armstrong to everyone’s bedroom,it’s all about peak performance.
  • 3. From Lance Armstrong to everyone’s bedroom,it’s all about peak performance. Y brand is no exception. our
  • 4. Truth or dare:
  • 5. Truth or dare: How many CEOs or brandmanagers go out for an after-work drink only to have their brand magically transform from...
  • 6. This YOUR BRAND BEFORE A DRINK
  • 7. This YOUR BRAND BEFORE A DRINK or YOUR BRAND BEFORE A DRINK
  • 8. This to this YOUR BRAND YOUR BRAND BEFORE A DRINK AFTER A DRINK or YOUR BRAND BEFORE A DRINK
  • 9. This to this YOUR BRAND YOUR BRAND BEFORE A DRINK AFTER A DRINK or or this YOUR BRAND YOUR BRAND BEFORE A DRINK AFTER A DRINK
  • 10. { } Oooooh...branding doesn’t get better than this...
  • 11. { } Oooooh...branding doesn’t get better than this... Enhanced brand performance nobody sees but you...
  • 12. Only for reality toshow up and greetyou in the morning (after all the alcohol has left the building)
  • 13. Only for reality toshow up and greet “GOOD MORNING”you in the morning (after all the alcohol has left the building) “GOOD MORNING”
  • 14. Y real enhanced et,brand performance is possible.
  • 15. Y real enhanced et,brand performance is possible.(After all, superheroes are real.)
  • 16. So we conducted a nationwide survey* touncover the 5 stupid things that reduce brand performance and prevent ordinary humans from becoming superheroes . *not really, we only thought about it
  • 17. 5 stupid habits thathold down brand performance
  • 18. 5 stupid habits thathold down brand performance Uh oh...
  • 19. ntial Poterhero supeStupid brand habit #1: Getting along
  • 20. Too often in companies, the social and political skill of “gettingalong” overrides the more needed culture for innovationand branding excellence. Encourage disrupting the routine andquestioning“the way things have always been done around here.”
  • 21. The old habit:Being politically motivatedto “get along.”
  • 22. The new habit:Start disrupting (frequently)with responsible abandon.
  • 23. With your brandThe new habit:Start disrupting (frequently)with responsible abandon.
  • 24. With your brand With your namingThe new habit:Start disrupting (frequently)with responsible abandon.
  • 25. With your brand With your naming With your campaignsThe new habit:Start disrupting (frequently)with responsible abandon.
  • 26. With your brand With your naming With your campaigns With your styleThe new habit:Start disrupting (frequently)with responsible abandon.
  • 27. Potenti superhe al roStupid brand habit #2: Playing it safe
  • 28. Getting by unnoticed was fine forhigh school when pimples wereprevalent and confidence wasonly something you read aboutin comics. When it comes tobranding, playing it safe is death.Fact is: risk is the currency ofprogress and breakthroughs(and is the safest road to
  • 29. Getting by unnoticed was fine forhigh school when pimples wereprevalent and confidence wasonly something you read aboutin comics. When it comes tobranding, playing it safe is death.Fact is: risk is the currency ofprogress and breakthroughs(and is the safest road to awesomeness).
  • 30. The old habit:Playing it safe.
  • 31. The new habit:Start embracing risk asthe safest road (forprogress and success).
  • 32. With yourbrand message The new habit: Start embracing risk as the safest road (for progress and success).
  • 33. With your With yourbrand message brand’s voice The new habit: Start embracing risk as the safest road (for progress and success).
  • 34. With your With your With logobrand message brand’s designs voice The new habit: Start embracing risk as the safest road (for progress and success).
  • 35. With your With your With logo With everybrand message brand’s designs point of contact voice The new habit: Start embracing risk as the safest road (for progress and success).
  • 36. ential Pot rhero supeStupid brand habit #3:Covering your ass
  • 37. You r ass
  • 38. The goal of getting bywithout stepping on toomany toes (rules) andtraditions is the path ofmediocrity in branding(and any otherworthwhile activity). You r ass
  • 39. The goal of getting bywithout stepping on toomany toes (rules) andtraditions is the path ofmediocrity in branding(and any otherworthwhile activity).Your ass is no moreprecious than anybodyelse’s. Only by creatinga brand that stirspassions will you seethe result of a voiceoriginal enough tocause a revolution. You r ass
  • 40. The old habit:Covering your ass with oldsacred cows (like LadyGaga’s raw meat dress).
  • 41. The new habit:Start liberating new ideaswith a culture of ingenuity.
  • 42. Realize today’s status quo is tomorrow’s old newsThe new habit:Start liberating new ideaswith a culture of ingenuity.
  • 43. Realize today’s status quo is tomorrow’s old news Use knowledge to liberate, not rules to confineThe new habit:Start liberating new ideaswith a culture of ingenuity.
  • 44. Realize today’s status quo is tomorrow’s old news Use knowledge to liberate, not rules to confine Toss out the BSThe new habit:Start liberating new ideaswith a culture of ingenuity.
  • 45. alo ntier ote rh P pe suStupid brand habit #4:Thinking it’s cosmetic
  • 46. Real change goes below thesurface. A true brand has anessence that goes from deep within and continues all the way out. Transformation isn’t a matter of makeup, but of internal change and a sense of your brand’s inner core.
  • 47. The old habit:Making things prettywithout ever asking,“Why?”
  • 48. The new habit:Asking the tough questionsthat unearth what yourbrand truly stands for.
  • 49. The new habit:Asking the tough questionsthat unearth what yourbrand truly stands for. Realize if you’re not looking up, you’re going down
  • 50. The new habit:Asking the tough questionsthat unearth what yourbrand truly stands for. Realize if you’re not looking up, you’re going down Understand that what you embrace is half the battle.
  • 51. The new habit:Asking the tough questionsthat unearth what yourbrand truly stands for. Realize if you’re not looking up, you’re going down Understand that what you embrace is half the battle. What you reject is the other half.
  • 52. Potent superh ial eroStupid brand habit #5: Working less
  • 53. Inspiration is nice. Inspiration with action is better.Much better. Stopping at inspiration (which wastotally cool in the 60s) isn’t enough. You’ve got to do.
  • 54. The old habit:Getting inspired.
  • 55. The new habit: Gettingperspired.
  • 56. The new habit: Gettingperspired.Look for more things to do.
  • 57. The new habit: Gettingperspired.Look for more things to do.Seek out how your brandcan excel and overcomeimpossible odds.
  • 58. The new habit: Gettingperspired.Look for more things to do.Seek out how your brandcan excel and overcomeimpossible odds.Look for bigger problems.
  • 59. The new habit: Gettingperspired.Look for more things to do.Seek out how your brandcan excel and overcomeimpossible odds.Look for bigger problems.Decide how your brandcan change the world.
  • 60. he old habitT
  • 61. @davidbrier T he new hab T it Side exce effects l m a ge lence, i ay inc n n lu he oldemb eral ab sights in de mo race i t m d m lity to h o greatn ents of y mo re a ave you ess and nd m r ore brand peo ple. habit
  • 62. T he old hab it
  • 63. @davidbrier T he old Sid e to effec s t ene leep d s may rgy u in and e to clude hab stim new inab ulat l il ion evels iy . of Th it en ew ha bit
  • 64. T he old ha bit
  • 65. @davidbrier T he new hab it T he old ha Side bit way effects s m othe to g ay res r e u revo s cons t notic lt in new lutio id e nary er insp d tha . Ge i t t use red an d to d it.
  • 66. Examples of client brand performance
  • 67. Examples of client brand performance 900% 300% sales increase year one 300% increase year two900% increase over first 24 months
  • 68. Examples of client brand performance 900% 500% 300% sales increase year one In 12 months that followed this 300% increase year two rebrand, this city saw a900% increase over first 24 months 500% increase in walk-in tourists
  • 69. Examples of client brand performance 900% 500% 300% sales increase year one In 12 months that followed this 300% increase year two rebrand, this city saw a900% increase over first 24 months 500% increase in walk-in tourists 200% x 4 Sales doubled 4 years in a row plus getting onto the INC 500 list
  • 70. Examples of client brand performance 900% 500% 300% sales increase year one In 12 months that followed this 300% increase year two rebrand, this city saw a900% increase over first 24 months 500% increase in walk-in tourists 200% x 4 300% Sales doubled 4 years in a row In the middle of Summer, sales tripled plus getting onto the INC 500 list 30 days after the rebrand was launched
  • 71. Examples of client brand performance 900% 500% 300% sales increase year one 300% increase year two Improving In 12 months that followed this rebrand, this city saw a900% increase over first 24 months your brand’s 500% increase in walk-in tourists performance is priority #1 200% x 4 300% Sales doubled 4 years in a row In the middle of Summer, sales tripled plus getting onto the INC 500 list 30 days after the rebrand was launched
  • 72. Recap:
  • 73. Recap:Enhance your brand’s performance
  • 74. Recap: 1. Start disrupting frequently.Enhance your brand’s performance
  • 75. Recap: 1. Start disrupting frequently. 2. Launch a culture of embracing risk.Enhance your brand’s performance
  • 76. Recap: 1. Start disrupting frequently. 2. Launch a culture of embracing risk. 3. Begin a revolution in new ideas.Enhance your brand’s performance
  • 77. Recap: 1. Start disrupting frequently. 2. Launch a culture of embracing risk. 3. Begin a revolution in new ideas. 4. Encourage asking the tough questions.Enhance your brand’s performance
  • 78. Recap: 1. Start disrupting frequently. 2. Launch a culture of embracing risk. 3. Begin a revolution in new ideas. 4. Encourage asking the tough questions. 5. Foster action, not idle speculation.Enhance your brand’s performance
  • 79. Check out these leading branding presentations that have exceeded 226,389 views:@davidbrier Subscribe: www.risingabovethenoise.com
  • 80. Check out these leading branding presentations that have exceeded 226,389 views:@davidbrier Subscribe: www.risingabovethenoise.com
  • 81. Check out these leading branding presentations that have exceeded 226,389 views:@davidbrier Subscribe: www.risingabovethenoise.com
  • 82. Check out these leading branding presentations that have exceeded 226,389 views: Have a question?We help companies stand out and rise above the noise. Let’s talk.@davidbrier Subscribe: www.risingabovethenoise.com
  • 83. Want more?Subscribe at RisingAboveTheNoise.com
  • 84. Want more?Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier
  • 85. Want more?Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International Copyright 2013 DBD International