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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What’s killing your brand? (And how to kill it before it kills you.) by David BrierPresentation Transcript
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 www.risingabovethenoise.com
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 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.
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.
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...
The book can be found on blurb.com
This one
principle helped
get these results:
in june
t 30 days
se in firs
increa
300%
february
exceeded
st sales
augu
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
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 dialog f
custome
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 more broadly
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
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
(Sell more. Live longer.)
4. Social media is not a strategy
5. Know all 8 principles
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
Ravindra Prakash
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