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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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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 ...

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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  • interesting pres. Concur with the brand message topic. I heard the CEO of Starbucks talking about his brand when asked what his business did he replied 'we are in the people industry'.
    But what if your services are less tangible. Say like creative integrated marketing agencies...?
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  • Dear Sir
    Thanks for your valuable ppt
    could you please send it to me
    yours
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  • good presentation ... please send me a copy for this file
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  • @clemaco Thanks very much and I am glad you're finding it useful.
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  • Quite succinct and inspirational for upcoming brand managers
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What's killing your brand? (And how to kill it before it kills you.) by David Brier Presentation Transcript

  • 1. What’s Killing Your Brand @davidbrier www.risingabovethenoise.com
  • 2. What’s Killing (and how to kill it b Your Brand efore it kills you) @davidbrier www.risingabovethenoise.com
  • 3. OR How to Sell More & Live Longer
  • 4. Right now, someone is suffering from INFORMATION OVERLOAD
  • 5. ONLINE
  • 6. IN STORES
  • 7. IN WAREHOUSE OUTLETS
  • 8. AT RETAIL
  • 9. AT EVERY AGE
  • 10. & EVERYWHERE YOU TURN
  • 11. So what’s killing our brands?
  • 12. Is it this year’s 26,000 new products?
  • 13. Is it today’s 50 million tweets?
  • 14. Or the new blog every half-second?
  • 15. No.
  • 16. FACT: Doing something stupid with your brand in half the time isn’t progress... or smart or profitable.
  • 17. In other words Unnecessary (stupid) brand changes done more efficiently does not make them smarter. For example...
  • 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. 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. Huh?
  • 21. YOUR BRAND HAS TWO SIDES
  • 22. Seller YOUR BRAND HAS TWO SIDES YOUR BRAND Buyer
  • 23. Seller YOUR BRAND HAS TWO SIDES YOUR BRAND Buyer
  • 24. So what is killing our brands?
  • 25. Costly Brand Mistakes
  • 26. Costly Cliché Brand Mistakes
  • 27. Costly Cliceful Wasthé Brand Mistakes
  • 28. Costly Cli itnaél Oadcefry Wrs h u Brand Mistakes
  • 29. Cldcpfrd r i i e iu Oaunaé l St Costly W sth y Brand Mistakes
  • 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. Answer this:
  • 32. Ever been in a meeting that you knew would result in a really stupid branding mistake?
  • 33. Been there. Done that.
  • 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. This one principle helped get these results:
  • 36. in june t 30 days se in firs increa 300% february exceeded st sales augu
  • 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. months mers in 3 ew custo ease in n 800% incr
  • 39. n 1st year ourists i walk-in t crease in 500% in
  • 40. 1st month les in the ease in sa 20% incr ortified r dialog f custome
  • 41. ebrand ars after r on 3 ye growth 397%
  • 42. So here’s that principle
  • 43. Principle #6 Know what side you’re on: What companies sell and what consumers buy are not the same thing.
  • 44. Write down what your company sells
  • 45. Write down what your company sells (Really, go ahead. Trust me. You won’t regret it...)
  • 46. Charlie Perfume: What they sell: Fragrance
  • 47. Charlie Perfume: What people buy: Feeling and smelling attractive
  • 48. Nike: What they sell: Sneakers and Sportswear
  • 49. Nike: What people buy: The Hope of Better Athletic Performance
  • 50. Ragu: What they sell: Spaghetti Sauce
  • 51. Ragu: What people buy: Convenience in an overly inconvenient world
  • 52. Porsche: What they sell: Performance Vehicles
  • 53. Porsche: What people buy: The ultimate status toy in the passing lane
  • 54. Dyson: What they sell: A vacuum cleaner
  • 55. Dyson: What people buy: The anti-vacuum cleaner vacuum cleaner (OK, no loss of suction)
  • 56. Google: What they sell: Information
  • 57. Google: What people buy: Access to the world (and buyers, etc.) in a few seconds
  • 58. Haagen Dazs: What they sell: Ice Cream
  • 59. Haagen Dazs: What people buy: The perfect adult indulgence
  • 60. Write down what your customer buys
  • 61. Write down what your customer buys (Now, compare your 2 answers.)
  • 62. THE GAP between your 2 answers is what’s killing your brand
  • 63. Fact: If your brand is using cliches, you’re promoting your category, NOT your brand.
  • 64. A comment on Social Media: Social media is NOT a brand strategy.
  • 65. Social media is a channel (not a strategy).
  • 66. HISTORY IS FILLED WITH “OH, THIS WILL MAKE US RICH!” CHANGES.
  • 67. HISTORY: The fax machine. Relayed messages and brands faster and easier
  • 68. HISTORY: The fax machine. Relayed messages and brands faster and easier Internet. Relayed messages and brands more broadly
  • 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. Good content and branding is all that ever worked.
  • 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. That’s all from one principle. Want to know more? Get the book. The book can be found on blurb.com
  • 73. You can follow me @davidbrier
  • 74. OR You can buy the book and be the envy of your office, company or competitors.
  • 75. OR You can hire us and really become the envy of your competitors.
  • 76. Final thought: “You can’t shrink your way to greatness.” Peter Drucker
  • 77. Text, editorial content, branding and design: copyright 2010 DBD International, Ltd.