What’s

Killing   Your Brand
@davidbrier      www.risingabovethenoise.com
What’s

Killing
 (and how to kill it b


          Your Brand
                      efore it kills you)




@davidbrier   ...
OR
   How to
Sell More
& Live Longer
Right now, someone is suffering from
INFORMATION OVERLOAD
ONLINE
IN STORES
IN WAREHOUSE
OUTLETS
AT RETAIL
AT EVERY AGE
& EVERYWHERE
YOU TURN
So what’s killing
 our brands?
Is it this year’s
26,000
new products?
Is it today’s
50 million
  tweets?
Or the
new blog
every half-second?
No.
FACT:
Doing something stupid
with your brand in half
the time isn’t progress...
 or smart or profitable.
In other words

 Unnecessary (stupid)
 brand changes done
more efficiently does not
 make them smarter.
     For example...
Wow! We just got our cliché relayed
 to 3X more people than last month!
  Now          Hey, we just made an
 double     un...
Death by cliche:

 Unless you know which
    side you’re on, you’ll
   inevitably use clichés
and me-too approaches.
     ...
Huh?
YOUR BRAND HAS TWO SIDES
Seller


   YOUR BRAND HAS TWO SIDES
         YOUR BRAND




Buyer
Seller


   YOUR BRAND HAS TWO SIDES
         YOUR BRAND




Buyer
So what is
 killing our
  brands?
Costly
 Brand
Mistakes
Costly
 Cliché
 Brand
Mistakes
Costly
 Cliceful
 Wasthé
 Brand
Mistakes
Costly
 Cli itnaél
 Oadcefry
 Wrs h u
 Brand
Mistakes
Cldcpfrd
  r i i e iu
 Oaunaé l
 St
 Costly
 W sth y
 Brand
Mistakes
Cldcpfrd
  r i i e iu
 Oaunaé l
 St
 Costly
 W sth y
 Brand
      AV O I D A B L E




Mistakes
Answer
 this:
Ever been in a meeting that you
 knew would result in a really
   stupid branding mistake?
Been there.
Done that.
The 8 principles to brand elevation
 are found here. Yet 1 principle will
help isolate what’s killing our brands...



   ...
This one
principle helped
get these results:
in june
                     t 30 days
           se in firs
     increa
300%

                        february
          ...
ebranding
                                 hs since r
                       in 10 mont
          ase in sales
300% incre
...
months
                            mers in 3
                    ew custo
         ease   in n
800% incr
n 1st year
                          ourists i
                 walk-in t
       crease in
500% in
1st month
                  les in   the
        ease in sa
20% incr



                      ortified
            r dialo...
ebrand
                   ars   after r
            on 3 ye
     growth
397%
So here’s
that principle
Principle #6
Know what side you’re on:
 What companies sell and
 what consumers buy are
   not the same thing.
Write down
what your
 company
   sells
Write down
what your
 company
   sells


 (Really, go ahead.
     Trust me.
You won’t regret it...)
Charlie Perfume:

What they sell:
  Fragrance
Charlie Perfume:

 What people buy:
Feeling and smelling
     attractive
Nike:

What they sell:
Sneakers and
 Sportswear
Nike:

  What people buy:
 The Hope of Better
Athletic Performance
Ragu:

What they sell:
Spaghetti Sauce
Ragu:

 What people buy:
 Convenience in an
overly inconvenient
       world
Porsche:

   What they sell:
Performance Vehicles
Porsche:

What people buy:
  The ultimate
status toy in the
  passing lane
Dyson:

 What they sell:
A vacuum cleaner
Dyson:

 What people buy:
        The
anti-vacuum cleaner
  vacuum cleaner
(OK, no loss of suction)
Google:

What they sell:
 Information
Google:

 What people buy:
Access to the world
 (and buyers, etc.)
 in a few seconds
Haagen Dazs:

What they sell:
  Ice Cream
Haagen Dazs:

What people buy:
The perfect adult
  indulgence
Write down
what your
customer
   buys
Write down
what your
customer
   buys


(Now, compare
your 2 answers.)
THE GAP
between your 2
answers is what’s
killing your brand
Fact:
   If your brand is using
cliches, you’re promoting
       your category,
     NOT your brand.
A comment on Social Media:
Social media is NOT
 a brand strategy.
Social media is a
    channel
(not a strategy).
HISTORY IS
 FILLED WITH
“OH, THIS WILL
MAKE US RICH!”
  CHANGES.
HISTORY:
The fax machine.
  Relayed messages and brands faster and easier
HISTORY:
The fax machine.
  Relayed messages and brands faster and easier




   Internet.
   Relayed messages and brands ...
HISTORY:
   The fax machine.
             Relayed messages and brands faster and easier




      Internet.
              ...
Good content and
branding is all that
  ever worked.
RECAP:
1. In the Information Overload age
 2. Using clichés adds to the noise
    3. Know which side you’re on
        (Se...
That’s all from one principle.
Want to know more? Get the book.



                  The book can be found on blurb.com
You can follow me
  @davidbrier
OR
You can buy the book and
be the envy of your office,
company or competitors.
OR
You can hire us and really
become the envy of your
      competitors.
Final thought:
   “You can’t shrink
your way to greatness.”
     Peter Drucker
Text, editorial content, branding and design:
                copyright 2010
           DBD International, Ltd.
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
What's killing your brand? (And how to kill it before it kills you.) by David Brier
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What's killing your brand? (And how to kill it before it kills you.) by David Brier

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http://www.risingabovethenoise.com From brand identity expert and Fast Company expert blogger David Brier, "What's killing your brand? (And how to kill it before it kills you.)" Also known as "How to sell more and live longer." Premiered at the 2010 American Marketing Association's Conference in Minneapolis. More info: http://www.risingabovethenoise.com

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Transcript of "What's killing your brand? (And how to kill it before it kills you.) by David Brier"

  1. 1. What’s Killing Your Brand @davidbrier www.risingabovethenoise.com
  2. 2. What’s Killing (and how to kill it b Your Brand efore it kills you) @davidbrier www.risingabovethenoise.com
  3. 3. OR How to Sell More & Live Longer
  4. 4. Right now, someone is suffering from INFORMATION OVERLOAD
  5. 5. ONLINE
  6. 6. IN STORES
  7. 7. IN WAREHOUSE OUTLETS
  8. 8. AT RETAIL
  9. 9. AT EVERY AGE
  10. 10. & EVERYWHERE YOU TURN
  11. 11. So what’s killing our brands?
  12. 12. Is it this year’s 26,000 new products?
  13. 13. Is it today’s 50 million tweets?
  14. 14. Or the new blog every half-second?
  15. 15. No.
  16. 16. FACT: Doing something stupid with your brand in half the time isn’t progress... or smart or profitable.
  17. 17. In other words Unnecessary (stupid) brand changes done more efficiently does not make them smarter. For example...
  18. 18. Wow! We just got our cliché relayed to 3X more people than last month! Now Hey, we just made an double unnecessary change to our the brand faster than ever! people know that we Look at the speed stand for with which we can nothing! alienate customers.
  19. 19. Death by cliche: Unless you know which side you’re on, you’ll inevitably use clichés and me-too approaches. And add to the information overload.
  20. 20. Huh?
  21. 21. YOUR BRAND HAS TWO SIDES
  22. 22. Seller YOUR BRAND HAS TWO SIDES YOUR BRAND Buyer
  23. 23. Seller YOUR BRAND HAS TWO SIDES YOUR BRAND Buyer
  24. 24. So what is killing our brands?
  25. 25. Costly Brand Mistakes
  26. 26. Costly Cliché Brand Mistakes
  27. 27. Costly Cliceful Wasthé Brand Mistakes
  28. 28. Costly Cli itnaél Oadcefry Wrs h u Brand Mistakes
  29. 29. Cldcpfrd r i i e iu Oaunaé l St Costly W sth y Brand Mistakes
  30. 30. Cldcpfrd r i i e iu Oaunaé l St Costly W sth y Brand AV O I D A B L E Mistakes
  31. 31. Answer this:
  32. 32. Ever been in a meeting that you knew would result in a really stupid branding mistake?
  33. 33. Been there. Done that.
  34. 34. The 8 principles to brand elevation are found here. Yet 1 principle will help isolate what’s killing our brands... The book can be found on blurb.com
  35. 35. This one principle helped get these results:
  36. 36. in june t 30 days se in firs increa 300% february exceeded st sales augu
  37. 37. ebranding hs since r in 10 mont ase in sales 300% incre d section k times foo n new yor featured i was omm arts rds incl. c design awa rnational ned 3 inte ear
  38. 38. months mers in 3 ew custo ease in n 800% incr
  39. 39. n 1st year ourists i walk-in t crease in 500% in
  40. 40. 1st month les in the ease in sa 20% incr ortified r dialog f custome
  41. 41. ebrand ars after r on 3 ye growth 397%
  42. 42. So here’s that principle
  43. 43. Principle #6 Know what side you’re on: What companies sell and what consumers buy are not the same thing.
  44. 44. Write down what your company sells
  45. 45. Write down what your company sells (Really, go ahead. Trust me. You won’t regret it...)
  46. 46. Charlie Perfume: What they sell: Fragrance
  47. 47. Charlie Perfume: What people buy: Feeling and smelling attractive
  48. 48. Nike: What they sell: Sneakers and Sportswear
  49. 49. Nike: What people buy: The Hope of Better Athletic Performance
  50. 50. Ragu: What they sell: Spaghetti Sauce
  51. 51. Ragu: What people buy: Convenience in an overly inconvenient world
  52. 52. Porsche: What they sell: Performance Vehicles
  53. 53. Porsche: What people buy: The ultimate status toy in the passing lane
  54. 54. Dyson: What they sell: A vacuum cleaner
  55. 55. Dyson: What people buy: The anti-vacuum cleaner vacuum cleaner (OK, no loss of suction)
  56. 56. Google: What they sell: Information
  57. 57. Google: What people buy: Access to the world (and buyers, etc.) in a few seconds
  58. 58. Haagen Dazs: What they sell: Ice Cream
  59. 59. Haagen Dazs: What people buy: The perfect adult indulgence
  60. 60. Write down what your customer buys
  61. 61. Write down what your customer buys (Now, compare your 2 answers.)
  62. 62. THE GAP between your 2 answers is what’s killing your brand
  63. 63. Fact: If your brand is using cliches, you’re promoting your category, NOT your brand.
  64. 64. A comment on Social Media: Social media is NOT a brand strategy.
  65. 65. Social media is a channel (not a strategy).
  66. 66. HISTORY IS FILLED WITH “OH, THIS WILL MAKE US RICH!” CHANGES.
  67. 67. HISTORY: The fax machine. Relayed messages and brands faster and easier
  68. 68. HISTORY: The fax machine. Relayed messages and brands faster and easier Internet. Relayed messages and brands more broadly
  69. 69. HISTORY: The fax machine. Relayed messages and brands faster and easier Internet. Relayed messages and brands more broadly Social media. Relays messages everywhere and right now by anyone with computer access
  70. 70. Good content and branding is all that ever worked.
  71. 71. RECAP: 1. In the Information Overload age 2. Using clichés adds to the noise 3. Know which side you’re on (Sell more. Live longer.) 4. Social media is not a strategy 5. Know all 8 principles
  72. 72. That’s all from one principle. Want to know more? Get the book. The book can be found on blurb.com
  73. 73. You can follow me @davidbrier
  74. 74. OR You can buy the book and be the envy of your office, company or competitors.
  75. 75. OR You can hire us and really become the envy of your competitors.
  76. 76. Final thought: “You can’t shrink your way to greatness.” Peter Drucker
  77. 77. Text, editorial content, branding and design: copyright 2010 DBD International, Ltd.

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