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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
BRANDINGPLUS a note on social media
A Presentation by David BrierChief Gravity Defyer, DBD International, Ltd.
ORHow to be heard in a world
that's too busy to listen.
BEFORENIKE
Section I
BEFORENIKE
There were sneakers
Section I
That’s right.
That’s right. As obvious as it seems, people often forget how and why branding works.
Branding is what turns mere commodities into name brands infused with value—the kind of value consumers are willing to pay for.
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....”
Let’s look at someHISTORY
BEFORETHERE WASCOCA-COLA
BEFORETHERE WASCOCA-COLA
There were soft drinks.
BEFORETHERE WASCOCA-COLA
There were soft drinks.
Really.
BEFOREGODIVA
BEFOREGODIVA
There was chocolate.
BEFOREGODIVA
There was chocolate. And before chocolate,there were sweets.
BEFORESTARBUCKS
BEFORESTARBUCKS
Whatwere
we drinking?
Let’s get even more
FUNDAMENTAL
Let’s get even more
FUNDAMENTAL
and look again at Nike.
BEFORENIKE
BEFORENIKEThere were simply
sneakers or sports shoes.
BEFORENIKE
Underneath that,there was an undefined need and desire, and that desire was
There were simply sneakers or sports shoes.
TO EXCEL.
That was truly the need that Nike fulfills and why people buy Nike.
That was truly the need that Nike fulfills and why people buy Nike.
They arenot buying a “sneaker.”
They are buying the emotional ties that align with them—being winners like the athletes who endorse them—whether walkingor running, playingor competing.
They are buying the emotional ties that align with them—being winners like the athletes who endorse them—whether walkingor running, playingor competing.
WHAT DOES CHANEL OFFER?
WHAT DOES CHANEL OFFER?
The better perfume?
WHAT DOES CHANEL OFFER?
The better perfume?
Maybe.
What it really offers is the desireto feel, and smell, attractive—essentially fulfilling the basic desire to be likable and admirable.
RAGU DOES NOT SELL
SPAGHETTI SAUCE.
It sells convenience
It sells convenience
in an overly inconvenient world.
Gourmet pasta sauces offer the same convenience, but their distinction is this:Convenience withoutany compromise intaste and quality.
TURNING COMMODITIES
Section II
TURNING COMMODITIES
Section II
INTO BRANDS
Every brand must take its own
ACIDTEST
Is your brand really creating the necessary ties with your customers and potential customers to rise above an overstimulated marketplace?
Is your brand really creating the necessary ties with your customers and potential customers to rise above an overstimulated marketplace?
And is every action and touchpoint of your brand adding to and contributing to your brand and what it stands for?
VERY FEW BRANDS
DO.And the smarter (not necessarily bigger) brands take full advantage of this weakness too commonly found in every category.
THE PRIMARY POINT TO
REMEMBERIS THIS:
The primary pointto remember
is this:
THE PRIMARY POINT
TO REMEMBER
IS THIS:
Every world-class brand today
started out asa commodity
and became—throughexact, planned marketing
activities—the name synonymous with that category.
Simply, how fast you graduateyour company, product
or service fromcommodity to brand
will determineyour growth
THE LAW OF BRANDING
Section III
THE LAW OF BRANDING
Section III
AL RIES FORGOT
SOME YEARS AGO
SOME YEARS AGO
Al Ries, the Godfather of Positioning, came out with his breakthrough work “The 22 Immutable Laws of Branding.”
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 LAW OF
THE COMMON DENOMINATOR
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:
EVERYmarketing and design decision that finds its way into the marketplace
CREATES THE BRAND.
ALLof the elements of design, language, imagery, presentation as well
as the consistency, style color, palette, etc., work together to
CREATE THE BRAND.
ABUSEof 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.
USE OF THIS LAW
USE OF THIS LAW
by our company, DBD International,has helped the following clients
achieve these results:
Walk-in tourism guestsfor a Midwest city increased:
500%in the first 12 months
A two-year old companyexpanded its sales:
397%within 3 years ofthis rebranding
A telephone cooperative increased its subscriber base from 4,000 to over:
14,982subscribersin just a few years
A gourmet truffle makersaw its sales triple:
300%within 30 days
THE LAW OF THE COMMON DENOMINATOR
THE LAW OF THE COMMON DENOMINATOR REVEALED
WHETHER YOULIKE IT OR NOT
Section IV
WHETHER YOULIKE IT OR NOT
Section IV
YOU’RE CREATING YOUR BRANDRIGHT NOW
If everything you do adds up to your brand, answer this:
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?
DID YOU KNOW YOU WOULD
STILL CREATE A BRAND?
Granted it would be poor, cost a lot to “maintain,” waste endless promotional dollars and invariably resultin minimal presenceand value—but itwould be a brand.
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.”
Bottom line:you have one. It’s simply a question of how good is it?
AN EXAMPLE OFTHE LAW OF
THE COMMON DENOMINATOR
IMAGINE ONE BRAND DOING THIS:
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.Hello, I’m good for
the environment.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.Hello, I’m good for
the environment.
Hello, we have better
knowledge and employees.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.Hello, I’m good for
the environment.
Hello, we have better
knowledge and employees.
Hello, I have better ingredients
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.Hello, I’m good for
the environment.
Hello, we have better
knowledge and employees.
Hello, I have better ingredients
Hello, I’ve been around longer.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.Hello, I’m good for
the environment.
Hello, we have better
knowledge and employees.
Hello, I have better ingredients
Hello, I’ve been around longer.
Hello, I’m
truly young &relevant.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.Hello, I’m good for
the environment.
Hello, we have better
knowledge and employees.
Hello, I have better ingredients
Hello, I’ve been around longer.
Hello, I’m
truly young &relevant.
Hello, I’m
sincere, really.
IMAGINE ONE BRAND DOING THIS:HELLO, I’M
INTERESTING!Hello, I’m
fascinating.
Hello, I’m charming.
Hello, I’m better.
Hello, I’m new and improved.
Hello, I’m quiet &
sophisticated.Hello, I’m better
than the competition.Hello, I’m good for
the environment.
Hello, we have better
knowledge and employees.
Hello, I have better ingredients
Hello, I’ve been around longer.
Hello, I’m
truly young &relevant.
Hello, I’m
sincere, really.Hello,
I’m green.
ABSURD?
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.
ANTI-SOCIAL?
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 disasterat a faster rate than ever before in history.
Which is why this law isso vitally important.
IT’S SIMPLE
IT’S SIMPLECreate 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.
IT’STHE LAW
IT’STHE LAW
Use it.And win.
Want to know more?Visit
risingabovethenoise.com
Want to see the examples referred toin this presentation?
Visitrisingabovethenoise.com
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)
Presentation and text,copyright © 2009 DBD International.
www.risingabovethenoise.com