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THE
IMPOSSIBLE
BRAND
FORMULA
BY DAVID BRIER
“Impossibleisjustabigword
thrownaroundbysmall
menwhofinditeasiertolive
intheworldthey'vebeen
giventhantoexplorethe
powertheyhavetochange
it.Impossibleisnotafact.It's
anopinion.Impossibleisnot
adeclaration.It'sadare.
Impossibleispotential.
Impossibleistemporary.
Impossibleisnothing.” ― 
MuhammadAli
Impossible
“IMPOSSIBLE”
SUCKSTHE
LIFEOUTOF
YOUR
BRAND’S
POTENTIAL
THESENEXT
3QUESTIONS
WILLPUT
IMPOSSIBLE
INITSPLACE
ANDRESTORE
YOURBRAND’S
ABILITYTOBE
ACUSTOMER
MAGNET
ANDRESTORE
YOURBRAND’S
ABILITYTOBE
ACUSTOMER
MAGNET
There’sevenanexampleshowinghowApplesold
tensofmillionsofproductusing“TheImpossibleBrandFormula”
ANSWERTHIS:
ANSWERTHIS:
Whydosomebrandsgrow explosively
whileothers(thatshouldbethriving)die
a lonely and forgettable death?
Somecompaniesthink
it’showdeepone’s
pocketsare.
Somecompaniesthink
it’showdeepone’s
pocketsare.
“Ooh,that’s
getting
personal.”
Somecompaniesthink
it’showdeepone’s
pocketsare.
Butit’snotthesizeof
thewalletbutwhatyou
dowithitthatcounts.
“Ooh,that’s
getting
personal.”
Somecompaniesthink
it’showdeepone’s
pocketsare.
Butit’snotthesizeof
thewalletbutwhatyou
dowithitthatcounts.
“Ooh,that’s
getting
personal.”
“Getback
Jack.”
Itstartshere:
“Whoarewe,
andhowdowe
conveywhowe
areinawaythat’s
meaningfultoour
customersand
thevaluesthey
holddear?”
Itstartshere:
“Whoarewe,
andhowdowe
conveywhowe
areinawaythat’s
meaningfultoour
customersand
thevaluesthey
holddear?”
“Meaningfulto
customers?
That’simpossible!”
“Oh crap.”
FollowDavidBrieronTwitter Subscribetogetfreeupdates
“Oh sh*t.”
FollowDavidBrieronTwitter Subscribetogetfreeupdates
“Oh.”
FollowDavidBrieronTwitter Subscribetogetfreeupdates
Andnowthose
3QUESTIONS
FollowDavidBrieronTwitter Subscribetogetfreeupdates
Andnowthose
3QUESTIONS
“Bring
iton.”
FollowDavidBrieronTwitter Subscribetogetfreeupdates
QUESTION
1
QUESTION
1
Who are our
prospective
customers?
QUESTION
1
Who are our
prospective
customers?
Grab a piece of paper and
define them. Their likes.
Their dislikes. Their
passions. Their hates.
Write this down. Really.
QUESTION
2
What are their
values and
priorities?
QUESTION
2
What are their
values and
priorities?
Note down the things they
aspire to have. The changes
they seek to attain. The
problems or inefficiencies
they seek to overcome.
Done? Go to the next slide.
QUESTION
2
QUESTION
3
Who are we
and are we
a passionate
extension of
those values?
QUESTION
3
Who are we
and are we
a passionate
extension of
those values?
Thisgoesbacktoourveryfirst
questionaboutwhoweare.You
mustdefinethis.Why?Becauseif
youdon’tdecideit,themarketplace
willconcludewhoyouareforyou.
QUESTION
3
How did
Steve Jobs
apply this*
when he
launched
the first
iPod?
*TheImpossibleBrandFormula
Whoareourprospectivecustomers?
Appleidentifiedthosewhogrewup
oncomputers,livedforinstant
gratificationandwerepassionate
aboutmusic.
QUESTION
1
Whataretheirvaluesandpriorities?
Theylovetheirmusic.Theyliveon
theircomputers.Appleclosedthe
loopwiththeintroductionofiTunes
thatmadeimmediategratification
possible,turningeverycomputer
intoaninstantcheckoutcounter.
QUESTION
2
Whoareweandarewea
passionateextensionofthose
values?Welovemusicand
instantaccessjustlikeour
customers.Theirvaluesareours:
Music.Now.EverywhereIgo.
QUESTION
3
Andthiswassummarizedin5powerfulwords:
1,000songsinyourpocket.
Now, add into the mix:
Now, add into the mix:
• 168millionYouTubevideosviewedper hour
Now, add into the mix:
• 168millionYouTubevideosviewedper hour
• 126millionGooglesearchesmadeper hour
Now, add into the mix:
• 168millionYouTubevideosviewedper hour
• 126millionGooglesearchesmadeper hour
• 120millionemailssentper hour
Now, add into the mix:
• 168millionYouTubevideosviewedper hour
• 126millionGooglesearchesmadeper hour
• 120millionemailssentper hour
• 336millionmessagestextedper hour
Now, add into the mix:
• 168millionYouTubevideosviewedper hour
• 126millionGooglesearchesmadeper hour
• 120millionemailssentper hour
• 336millionmessagestextedper hour
• 16.5milliontweetsper hour
“But it’s
impossible to
think like that.”
bull sh*t
bull sh*t
The way to survival and brand growth
is to think exactly like that.
bull sh*t
(And if you need a reminder)
The way to survival and brand growth
is to think exactly like that.
“Impossible is just a big word thrown around by small
men who find it easier to live in the world they've been
given than to explore the power they have to change it.
Impossible is not a fact. It's an opinion. Impossible is not
a declaration. It's a dare. Impossible is potential.
Impossible is temporary. Impossible is nothing.”  ―  
Muhammad Ali
to unleash the power
of “The Impossible
Brand Formula”
Who are our
prospective
customers?
TIPS FOR
QUESTION
1
Who are our
prospective
customers?
TIPS FOR
QUESTION
1
1. Honestly isolate
your audience
Who are our
prospective
customers?
TIPS FOR
QUESTION
1
1. Honestly isolate
your audience
2. Divide them by
interest and needs
Who are our
prospective
customers?
TIPS FOR
QUESTION
1
1. Honestly isolate
your audience
2. Divide them by
interest and needs
3. Decide who you
can best serve
What are their
values and
priorities?
TIPS FOR
QUESTION
2
What are their
values and
priorities?
TIPS FOR
QUESTION
2
1. Excel in your
ability to separate
out the important
from the trivial
What are their
values and
priorities?
TIPS FOR
QUESTION
2
1. Excel in your
ability to separate
out the important
from the trivial
2. Discover what
gets them excited,
motivated, driven
Who are we
and are we a
passionate
extension of
those values?
TIPS FOR
QUESTION
3
Who are we
and are we a
passionate
extension of
those values?
TIPS FOR
QUESTION
3
1.Betheambassador
ofthosevaluesand
importancesthat
yourcustomers
considervaluable
Who are we
and are we a
passionate
extension of
those values?
TIPS FOR
QUESTION
3
1.Betheambassador
ofthosevaluesand
importancesthat
yourcustomers
considervaluable
2.Perfectthatover
time
Who are we
and are we a
passionate
extension of
those values?
TIPS FOR
QUESTION
3
1.Betheambassador
ofthosevaluesand
importancesthat
yourcustomers
considervaluable
2.Perfectthatover
time
3.Rinseandrepeat
Want further examples of
overcoming “impossible”?
LearnhowaNapaValleygourmetbakerincreasedsales900%
in2years.Readthatstoryhere.
Discoverhowastartuprebooteditsbrandandsalesforitsline
ofkid’spaintproducts.Readthatstoryhere.
Findouthowachocolatecompany10Xedsalesinoneyear.
Readthatstoryhere.
Uncoverhowajewelryaccessorycompanytransformedtheir
brandandsavedamarriage.Readthatstoryhere.
Seehowafastfoodburgerjointgarnered2,000new
customerswithin90daysofopeningitsdoors.
Readthatstoryhere.
83.5%ofthepeople
whoviewedthis*
didthefollowing:
*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincoln
Subscribe
83.5%ofthepeople
whoviewedthis*
didthefollowing:
1.Theytweetedaboutit,
*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincoln
Subscribe
83.5%ofthepeople
whoviewedthis*
didthefollowing:
1.Theytweetedaboutit,
2.TheyshareditonLinkedIn,
*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincoln
Subscribe
83.5%ofthepeople
whoviewedthis*
didthefollowing:
1.Theytweetedaboutit,
2.TheyshareditonLinkedIn,
3.Theyfollowedmeon
Twitter,
*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincoln
Subscribe
83.5%ofthepeople
whoviewedthis*
didthefollowing:
1.Theytweetedaboutit,
2.TheyshareditonLinkedIn,
3.Theyfollowedmeon
Twitter,
4.Theysubscribedtomyblog,
*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincoln
Subscribe
83.5%ofthepeople
whoviewedthis*
didthefollowing:
1.Theytweetedaboutit,
2.TheyshareditonLinkedIn,
3.Theyfollowedmeon
Twitter,
4.Theysubscribedtomyblog,
5.Theyviewedandsharedthe
Slidesharesonthefollowing
page,andsomeeven
*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincoln
Subscribe
83.5%ofthepeople
whoviewedthis*
didthefollowing:
1.Theytweetedaboutit,
2.TheyshareditonLinkedIn,
3.Theyfollowedmeon
Twitter,
4.Theysubscribedtomyblog,
5.Theyviewedandsharedthe
Slidesharesonthefollowing
page,andsomeeven
6.Hiredustobuildtheirbrand
tokickassandgrow.
*“97% ofthestatisticsfoundontheInternetareuntrue.”AbrahamLincoln
Subscribe
EvenmorepresentationsbyDavidBrierthathaveexceeded
357,893 views:
SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.
IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
EvenmorepresentationsbyDavidBrierthathaveexceeded
357,893 views:
SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.
IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
EvenmorepresentationsbyDavidBrierthathaveexceeded
357,893 views:
SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.
IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
EvenmorepresentationsbyDavidBrierthathaveexceeded
357,893 views:
SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.
IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
EvenmorepresentationsbyDavidBrierthathaveexceeded
357,893 views:
SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.
IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
EvenmorepresentationsbyDavidBrierthathaveexceeded
357,893 views:
SIMPLYCLICKONWHICHEVERONESYOUWANTTOVIEW.
IT’S POSSIBLE 94.5% OF THOSE WHO HAVE BEEN HERE HAVE DONE THE SAME.
Isyourbrandbuiltforgrowth?
Willitriseabovethenoise?Ifnot,let’stalk.
Want more
insights?
FollowDavidBrieronTwitter Subscribetogetfreeupdates
Want more
insights?
VisitandsubscribeatRisingAboveTheNoise.com
FollowDavidBrieronTwitter Subscribetogetfreeupdates
Want more
insights?
VisitandsubscribeatRisingAboveTheNoise.com
FollowDavidBrierontwitter:
@davidbrier
FollowDavidBrieronTwitter Subscribetogetfreeupdates
Want more
insights?
VisitandsubscribeatRisingAboveTheNoise.com
FollowDavidBrierontwitter:
@davidbrier
Design,artdirectionandtextbyDavidBrierofDBDInternational
Copyright2013DBDInternational
FollowDavidBrieronTwitter Subscribetogetfreeupdates

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