The Lost Law of Branding plus a note on Social Media

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What if one law—overlooked and ignored—could dismantle an entire brand? Could one law have that much power? It does and it's violated everyday. Veteran designer and brand identity expert David Brier discovered this law after 25 years of developing leading local, regional and global brands. Learn more at http://www.risingabovethenoise.com

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The Lost Law of Branding plus a note on Social Media

  1. The Lost Law BRANDING of PLUS a note on social media A Presentation by David Brier Chief Gravity Defyer, DBD International, Ltd.
  2. OR How to be heard in a world  that's too busy to listen.
  3. Section I BEFORE NIKE
  4. Section I BEFORE NIKE There were sneakers
  5. That’s right.
  6. That’s right. As obvious as it seems, people often forget how and why branding works.
  7. Branding is what turns mere commodities into name brands infused with value—the kind of value consumers are willing to pay for.
  8. Branding is what turns mere commodities into name brands infused with value—the kind of value consumers are willing to pay for. “Yeah,” you could say, “but that’s different. Your product needs a unique angle to succeed....”
  9. Let’s look at some HISTORY
  10. BEFORE THERE WAS COCA-COLA
  11. BEFORE THERE WAS There were soft drinks. COCA-COLA
  12. BEFORE THERE WAS There were soft drinks. COCA-COLA Really.
  13. BEFORE GODIVA
  14. BEFORE GODIVA There was chocolate.
  15. BEFORE GODIVA There was chocolate. And before chocolate, there were sweets.
  16. BEFORE STARBUCKS
  17. BEFORE STARBUCKS What were we drinking?
  18. Let’s get even more FUNDA MENTAL
  19. Let’s get even more FUNDA MENTALand look again at Nike.
  20. BEFORE NIKE
  21. BEFORE NIKE There were simply sneakers or sports shoes.
  22. BEFORE NIKE There were simply sneakers or sports shoes. Underneath that, there was an undefined need and desire, and that desire was
  23. TO EXCEL.
  24. That was truly the need that Nike fulfills and why people buy Nike.
  25. That was truly the need that Nike fulfills and why people buy Nike. They are not buying a “sneaker.”
  26. They are buying the emotional ties that align with them—being winners like the athletes who endorse them— whether walking or running, playing or competing.
  27. They are buying the emotional ties that align with them—being winners like the athletes who endorse them— whether walking or running, playing or competing.
  28. WHAT DOES CHANEL OFFER?
  29. WHAT DOES CHANEL The better perfume? OFFER?
  30. WHAT DOES CHANEL The better perfume? OFFER? Maybe.
  31. What it really offers is the desire to feel, and smell, attractive— essentially fulfilling the basic desire to be likable and admirable.
  32. RAGU DOES NOT SELL SPAGHETTI SAUCE.
  33. It sells convenience
  34. It sells convenience in an overly inconvenient world.
  35. Gourmet pasta sauces offer the same convenience, but their distinction is this: Convenience without any compromise in taste and quality.
  36. Section II TURNING COMMODITIES
  37. Section II TURNING COMMODITIES INTO BRANDS
  38. Every brand must take its own ACID TEST
  39. Is your brand really creating the necessary ties with your customers and potential customers to rise above an overstimulated marketplace?
  40. Is your brand really creating the necessary ties with your customers and potential customers to rise above an overstimulated marketplace?
  41. And is every action and touchpoint of your brand adding to and contributing to your brand and what it stands for?
  42. VERY FEW BRANDS DO. And the smarter (not necessarily bigger) brands take full advantage of this weakness too commonly found in every category.
  43. THE PRIMARY POINT TO REMEMBER IS THIS:
  44. The primary point to remember is this:
  45. THE PRIMARY POINT TO REMEMBER IS THIS:
  46. Every world-class brand today started out as a commodity and became—through exact, planned marketing activities—the name synonymous with that category.
  47. Simply, how fast you graduate your company, product or service from commodity to brand will determine your growth
  48. Section III THE LAW OF BRANDING
  49. Section III THE LAW OF BRANDING AL RIES FORGOT
  50. SOME YEARS AGO
  51. SOME YEARS AGO Al Ries, the Godfather of Positioning, came out with his breakthrough work “The 22 Immutable Laws of Branding.”
  52. While there are some excellent points contained in his text, Mr. Ries did not include what I consider one of the most rudimentary—and abused—laws in branding:
  53. THE LAW OF While there are some excellent points contained in his text, Mr. Ries did not include what I consider one of the most rudimentary—and abused—laws in branding: THE COMMON DENOMINATOR
  54. EVERY marketing and design decision that finds its way into the marketplace CREATES THE BRAND.
  55. ALL of the elements of design, language, imagery, presentation as well as the consistency, style color, palette, etc., work together to CREATE THE BRAND.
  56. ABUSE of this law has cost more companies more millions, more grey hair, more company breakdowns and failures than you would care to imagine. This is why this presentation exists so this failure can and MUST END.
  57. USE OF THIS LAW
  58. USE OF THIS LAW by our company, DBD International, has helped the following clients achieve these results:
  59. Walk-in tourism guests 500% for a Midwest city increased: in the first 12 months
  60. A two-year old company 397% expanded its sales: within 3 years of this rebranding
  61. A telephone cooperative increased its 14,982 subscriber base from 4,000 to over: subscribers in just a few years
  62. A gourmet truffle maker saw its sales triple: 300% within 30 days
  63. THE LAW OF THE COMMON DENOMINATOR
  64. THE LAW OF THE COMMON DENOMINATOR REVEALED
  65. Section IV WHETHER YOU LIKE IT OR NOT
  66. Section IV WHETHER YOU LIKE IT OR NOT YOU’RE CREATING YOUR BRAND RIGHT NOW
  67. If everything you do adds up to your brand, answer this:
  68. If everything you do adds up to your brand, answer this: What if your brand, and its various soldiers (identity, marketing materials, packaging, etc.), are all marching to different drummers?
  69. DID YOU KNOW YOU WOULD STILL CREATE A BRAND?
  70. Granted it would be poor, cost a lot to “maintain,” waste endless promotional dollars and invariably result in minimal presence and value—but it would be a brand.
  71. It’s not an issue of, “Should I have a brand or not?” As the talented Scott Bedbury stated, “A great brand is a necessity, not a luxury.”
  72. Bottom line: you have one. It’s simply a question of how good is it?
  73. AN EXAMPLE OF THE LAW OF THE COMMON DENOMINATOR
  74. IMAGINE ONE BRAND DOING THIS:
  75. IMAGINE ONE BRAND DOING THIS: HELLO, I’M INTERESTING!
  76. IMAGINE ONE BRAND DOING THIS: HELLO, I’M INTERESTING! Hello, I’m fascinating.
  77. IMAGINE ONE BRAND DOING THIS: HELLO, I’M Hello, I’m INTERESTING! charming. Hello, I’m fascinating.
  78. IMAGINE ONE BRAND DOING THIS: HELLO, I’M Hello, I’m INTERESTING! charming. Hello, I’m fascinating. Hello, I’m better.
  79. IMAGINE ONE BRAND DOING THIS: HELLO, I’M Hello, I’m INTERESTING! charming. Hello, I’m Hello, I’m fascinating. new and Hello, I’m improved. better.
  80. IMAGINE ONE BRAND DOING THIS: Hello, I’m HELLO, I’M INTERESTING! Hello,I’m charming. Hello, I’m quiet& Hello,and fascinating. new I’m Hello, I’m better. sophisticated. improved.
  81. IMAGINE ONE BRAND DOING THIS: Hello, I’m HELLO, I’M INTERESTING! Hello,I’m charming. Hello, I’m quiet& Hello,and fascinating. new I’m Hello, I’m better. sophisticated. improved. Hello, I’m better than the competition.
  82. IMAGINE ONE BRAND DOING THIS: Hello, I’m HELLO, I’M INTERESTING! Hello,I’m charming. Hello, I’m quiet& Hello,and fascinating. new I’m Hello, I’m better. sophisticated. improved. Hello, I’m better than the I’m good for Hello, competition.the environment.
  83. IMAGINE ONE BRAND DOING THIS: Hello, I’m HELLO, I’M INTERESTING! Hello,I’m charming. Hello, I’m quiet& Hello,and fascinating. new I’m Hello, I’m better. sophisticated. improved. Hello, I’m better than the I’m good for Hello, we have better Hello, competition. knowledge and employees. the environment.
  84. IMAGINE ONE BRAND DOING THIS: Hello, I’m HELLO, I’M INTERESTING! Hello,I’m charming. have better quiet& Hello,and Hello, I Hello, I’m ingredientsfascinating. new I’m Hello, I’m better. sophisticated. improved. Hello, I’m better than the I’m good for Hello, we have better Hello, competition. knowledge and employees. the environment.
  85. IMAGINE ONE BRAND DOING THIS: Hello, I’m HELLO, I’M INTERESTING! Hello,I’m charming. have better quiet& Hello,and Hello, I Hello, I’m ingredientsfascinating. new I’m Hello, I’m better. sophisticated. improved. Hello, I’m better than the I’m good for Hello, we have better Hello, competition. knowledge and employees. the environment. Hello, I’ve been around longer.
  86. IMAGINE ONE BRAND DOING THIS: Hello, I’m HELLO, I’M INTERESTING! Hello,I’m charming. have better quiet& Hello,and Hello, Hello, I Hello, I’m ingredientsfascinating. new I’m Hello, I’m sophisticated. I’m improved. truly better. Hello, I’m better young & Hello, we have betterthan the relevant. Hello, I’m good for competition. knowledge and employees. the environment. Hello, I’ve been around longer.
  87. IMAGINE ONE BRAND DOING THIS: Hello, Hello, I’m HELLO, I’M INTERESTING! Hello,I’m I’m charming. have better quiet& new and Hello, I Hello, I’m ingredientsfascinating. sincere, really. I’m Hello, Hello, Hello, I’m better. sophisticated. I’m improved. truly Hello, I’m better young & Hello, we than the have better relevant. Hello, I’m good for competition. knowledge and employees. the environment. Hello, I’ve been around longer.
  88. IMAGINE ONE BRAND DOING THIS: Hello, Hello, Hello, I’m HELLO, I’M INTERESTING! Hello,I’m I’m charming. have better quiet& new and Hello, I Hello, I’m ingredientsfascinating. sincere, really. I’m Hello, Hello, Hello, I’m sophisticated. I’m I’m improved. truly better. Hello, I’m better young & Hello, we than the relevant. Hello,green. have better Hello, I’m good for competition. knowledge and employees. the environment. I’ve been around longer.
  89. ABSURD?
  90. ABSURD? Yes. But too true as well. Yet the ONLY common denominator is the “Hello, I’m...” which will eventually turn this brand into the “Hello, I’m...” brand. And this happens everyday.
  91. ANTI-SOCIAL?
  92. ANTI-SOCIAL? With Social Media, this violation is only amplified a hundred-fold. So, failure to take control of this law will result in exporting disaster at a faster rate than ever before in history. Which is why this law is so vitally important.
  93. IT’S SIMPLE
  94. IT’S SIMPLE Create a brand that is consistent, memorable and identifiable. Ignore it and you will create something. Fact is, it’ll be a fraction of its potential and cost you a bundle to get there. If you ever arrive.
  95. IT’S THE LAW
  96. IT’S THE LAW Use it. And win.
  97. Want to know more? Visit risingabovethenoise.com
  98. Want to see the examples referred to in this presentation? Visit risingabovethenoise.com
  99. Or buy this book to become a branding ninja blurb.com (go to bookstore link, type in brier to purchase Defying Gravity & Rising Above the Noise)
  100. Presentation and text, copyright © 2009 DBD International. www.risingabovethenoise.com
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