In business today, there's too much focus on what is bad, what is threatening, who did what to whom.
Imagination and innovation are our greatest weapons. Lack of using them is the only thing strong enough to stop any of us from achieving our goals.
Factually, we can each get more done in less time if we simply take note on establishing WHERE we are going.
Kissinger said, "If you do not know where you are going, every road will get you nowhere."
Today's Greatest Threat in Business
In business today, I find there's too much focus on what is bad, what is threatening, who did what to whom.
Imagination and innovation are our greatest weapons. Lack of using them is the only thing strong enough to stop any of us from achieving our goals. Factually, we can each get more done in less time if we simply take note on establishing WHERE we are going.
The Power of a Single Idea
In that spirit, please enjoy these quotes I've collected that I find useful in everyday living and working.
"In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service." Steve Jobs, Apple
"Customers must recognize that you stand for something." Howard Schultz, Starbucks
"A brand is what people say about you when you're not in the room." Jeff Bezos, Amazon.com
"People who say it cannot be done should not interrupt those who are doing it." George Bernard Shaw
"If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants."David Ogilvy, Ad Legend
"Business to Business is a misnomer. Businesses don’t buy anything. People do." Dan Kennedy
"If you don't know where you are going, you might wind up someplace else." Yogi Berra
"Whether you think you can or you think you can’t, you’re right." Henry Ford
"The best way to predict the future is to create it." Peter Drucker, Management Thinker & Author
"Do or do not, there is no try." Yoda
"If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising." David Ogilvy
"I think the most important CEO task is defining the course that the business will take over the next five or so years. You have to have the ability to see what the business environment might be like a long way out, not just over the coming months. You need to be able to both set a broad direction, and also to take particular decisions along the way that make that broad direction unfold correctly." Chris Corrigan, Famous Australian Businessman
"Fear is a reaction. Courage is a decision." Winston Churchill
"We can't solve problems by using the same kind of thinking we used when we created them."Albert Einstein
David Brier, Chief Gravity Defyer at DBD
International, is the recipient of over 300 industry awards creating
brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy
Chocolates, Sunbelt Software and many more.
Award-winning and result-driven examples can be seen by clicking here and a side-by-side comparison of before-and after-client identites can be seen by clicking here
Want one the country's leading designers of identites and more? His talent can be yours. Contact david@famousnapkin.com
In branding as in life, “being average”
isn’t a goal.
It’s the barrier
to overcome on your way to brand excellence and distinction.
Possibly, one of our first
experiences with branding
occurred around the time we
became aware of our sexuality
when growing up.
After all, we
wanted to be noticed a little,
or a lot, and wanted to stand
apart from all the other
“options” available. We
wanted not to blend in but to
be noticed for being who we
were. Ahhh, branding at its
most innocent.
Well, it seems
that we had an innate sense
that “being average” likely
would not gain us the recognition
we were seeking, so we
decided we had to be “er” as
in smarter, funnier, cooler,
hipper, sincerer, sportier or
whatever-er. Whatever it was,
it was clear: We had to be
different, rising above the
average, to make our mark.
It
holds as true in the corporate
marketplace as it did in the
high school cafeteria.
What to do:
Look over your brand to find
the average, the expected, the
same-as-what-everyone-elseoffers
trap. Recognize it as a
steppingstone, not a place to
rest your laurels. One by one,
eliminate anything average
about your brand.
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy Chocolates, Sunbelt Software and many more.
If it’s Ragu®, it’s a cause for celebrating home-style Italian flavor in a jar. If it’s Nike, it’s a cause for celebrating your inner Olympian (or eliminating the appearance of not looking like one). If it’s Haagen-Dazs®, it’s a cause for celebrating adult indulgence in a pint-sized portion. If it’s H&R Block®, it’s a cause for celebrating a faster (and, hopefully, higher) tax return. If it’s Dyson®, it’s a cause for celebrating no loss of suction.
Even dull brands can be a cause for celebration, if it's done right (Hey, before Dyson, who would have thought a vaccum cleaner could attract any attention?)
Celebration—It's the breakfast of brand championships.
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy Chocolates, Sunbelt Software and many more.
Sometimes I am asked"How wide is your client base?"
(I've never tried this answer, but next opportunity, I might:) "It depends, are we talking before or after Thanksgiving?"
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy Chocolates, Sunbelt Software and many more.
I don't like to be limited to 140 characters. Just not my style. PLUS, I know my writing style doesn't always convey my inflection of what I am saying.
So, today, I launched B.R.A.N.D., an acronym which stands for Brier’s Recorded Audio Now Delivered offering "sound bites" from yours truly.
I enjoy live communication in our overly digitized world and thought this was a more personal way to add value to clients, colleagues, friends and members of the BRANDS THAT DEFY GRAVITY group I recently created on LinkedIn (a group you are more than welcome to join, as long as you're passionate about branding, design and the power those two tools can bring to companies). The Brands That
Defy Gravity group is designed in the spirit of Richard Branson, the
vision of Steve Jobs and the design brilliance of Jonathan Ives.
I am learning as we go so the first two are pretty good and it will only improve as time time rolls on. But launching this audio tweet brand as part of our brand only made sense. Upcoming topics will include:
The Magic Brand: Hit or Myth
Marketers are Great Lovers (inspired by Seth Godin)
The Lost Law of Branding
One of the 8 principles of Branding Unveiled
Why not ask why not?
The last thing I love is you don't have to read anything, you don't have to squint (depending on what computer or mobile device you're using), and you can listen to them any time, anywhere, and even share with others. Want to hear them, and be informed when news one come up? Simply follow me on twitter.
And THAT is why I don't tweet like others do. ;-D
More to come very, very soon.
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy Chocolates, Sunbelt Software and many more.
Where are the Most Successful Branding Professionals? I have been honored to be considered by some a preeminent brand identity designer. Those that know me know I am—and have been—a passionate advocate of the power of design for the last 27 years in this business being fortunate enough to have created some of the most recognized and successful brands and identity solutions.
This recently resulted in my book, DEFYING GRAVITY AND RISING ABOVE THE NOISE. The book is the book that is designed for those of us who are more interested in having a book on branding that can be put to USE in the real world of busines rather than the next-big-trend they can check off as yet "another busines book I read."
If I see another ad, I'll s**t To add to all of this, I started a group on LinkedIn. I was sick of these groups that allow tons of "look-at-me" announcements that do little for the members of the group. So I decided on a whim to create a new group for branders entitled BRANDS THAT DEFY GRAVITY.
Here's how I describe the group: This is a group of passionate marketers who enjoy the thrill and
difference a strong brand makes in the market—who accept nothing less
than remarkable in their branding goals and objectives. The purpose of
this group is to have a common ground to connect and re-ignite each
other's passion for achieving great branding and beyond.
I would like to think this group is made up of the most passionate (and successful) branding professionals on the planet.
Branding is about design, order, aesthetics, chaos, organization, look,
feel, experience, common sense, uncommon sense, knowing when to zig,
knowing when to zag and being willing to challenge the status quo.
Above all, it is pushing for the differences that make a brand defy
gravity.
It’s knowing the power of ideas, the power of words, the power of people.
The Brands That
Defy Gravity group is designed in the spirit of Richard Branson, the
vision of Steve Jobs and the design brilliance of Jonathan Ives.
Doubling membership in less than 2 weeks Just in its infancy, the group has doubled in the last 2 weeks, but it's the QUALITY of those members that I am most impressed with. Quantity means little if the quality is off. Here, we are starting with some really great branding pros.
I made this announcement in my blog on Fast Company so you you can ask to join the group, OR if you're already one of the members of this group, use this to inspire and invite others you know who will
Add to the value of this group and
Align like-minded profesionals who are passionate about quality branding and the value great branding brings to companies.
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy Chocolates, Sunbelt Software and many more.
This one is short and sweet. The road to glory and riches in branding is paved with differentiation. So, here is a rapid-fire checklist to see whether you're driving your brand successfully into the horizon or into branding hell: 1. Are you using the same "promises" as your competition? 2. Are you using the same design elements as your competition? 3. Is your basic approach to look, feel and overall design similar to your competition? 4. Do you use the same or similar channels of media to get the word out? 5. Do your customers or clients have a tough time telling you apart from competitors? 6. Do your elements you use to tell your brand's story resemble your competitors (in subject matter or style of execution)? 7. Are you using the same adjectives to show "how different you are" from your competitors? (Actual examples: state-of-the-art, most advanced, new and improved, better, version 2.0, groundbreaking, etc.)
The list above can be extended, but it's good enough for starters. If you have more than 4 of the above, your brand is working overtime with little or no gas. It will cost a bundle to maintain and not survive in the long run. And if it does, it will be on the battlefield of price.
The me-too approach to branding is not the way to go. Not in this economy or any economy.
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy Chocolates, Sunbelt Software and many more.
As business guru Tom Peters says, "You can't shrink your way to greatness."
If one wishes for more business, then one must increase one’s influence.
If one wants more customers, then help those around you.
Be an influence that inspires others. Or as Mahatma Ghandi would have tweeted on his iPhone while driving his Prius to a local food cafe, "You must be the change you wish to see in the world."
Here's to living a life filled with “more.”
More help. More influence. More greatness.
It all starts at one's doorstep.
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating
brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy
Chocolates, Sunbelt Software and many more.
I have yet to meet any CEO, business owner, marketing executive or entrepreneur who came to me stating, "I want to create something unremarkable, drab and uninspired."
Yet, without stating it, one could extrapolate that might be the intent.
The "My Story is Different" Trap There's this little carry over from our childhoods that runs like this: "If I do it, it'll be better, funnier, more interesting, more (fill in blank)...even though Johnny over there is basically doing the same thing."
Let's step back and look at this:
If everyone is saying "No, I'm the real deal!"—how is anyone hearing this tsunami of claims supposed to respond with anything but a confused expression and a bewilderment over what to do. And wondering "who is the real deal?"
Brands need to be authentic. Once that is done, then the next step is doing everything possible to be distinct so you're not "one of the contenders" all pitching the same old stuff. Or as I see it: same box, different bow.
If you want a me-too brand, lazily approach your brand. Branding takes guts, but it starts with eyes wide open to see the forest. Only then can you plant a tree that will stand apart from the forest.
David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating
brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy
Chocolates, Sunbelt Software and many more.
Triviality vs. Relevance Today’s companies need more marketing ammunition than ever. To help achieve that, answer this question. Write down on a piece of paper: What does your company sell? Write this down.
You answered and wrote down it down? Good.
Now, on the same piece of paper, answer this question: What do your customers (or clients) buy?
No, this is not the same question asked in a different way. It is the same activity looked at from the other side of the transaction, and it does have a different answer, and considerable impact on what you achieve in today’s marketplace.
The Primary Reason for Failure Failure to distinguish this difference is often the failure to allow one’s products, services and offerings to step into being vital and truly relevant.
When a woman buys Charlie perfume, is she buying perfume? No, she's buying beauty andf the pursuit of being eternally attractive.
When one is buying Ben and Jerry's ice cream, are they buying tons of cream and fat? No, they are buying indulgence, preferably packed up in a brown, anonymous brown bag.
When one is buying an iPhone, is one buying a better phone call? No. One is buying a better perceived value, fun and the latest level of "cool" in the telecommunications world.
When we developed the branding for Legacy Chocolates, we transformed them from chocolates into complete chocolate indulgence.
While developing the NYDP Deli Patrol brand, we converted it from "Manhattan Deli Arts" to NYDP Deli Patrol: More Flavor per Pound.
These are just some random brands in a variety of categories. Yet, you’ll see a noticeable divergence between what is made by the company versus what is bought by the customer. A company’s product or service is a brand and is either:
relevant and vital or
a commodity and trivial.
And that presents the gravity of the situation.
Every Step You Take, Every Move You Make... Every marketing and design decision that finds its way into the marketplace creates your brand. All of the elements of design, language, imagery, presentation as well as consistency, style, color palette, etc. work together to create that brand. If all branding efforts are based on an intelligent analysis of the marketplace, performed in a planned and coordinated way, while adhering to the eight key principles of branding (as codified by our firm and in our book, but not outlined here), a company can create its own world-class brand.
Treating Your Brand as a Casual Lover But what if this isn’t done? What if the brand, and its various soldiers (identity, marketing materials, packaging, etc.), are all marching to different drummers? Did you know that you would still create a brand?
Granted it would be poor, cost a lot to “maintain,” waste endless promotional dollars and invariably result in minimal presence and value—but it would be a brand. It is not an issue of "Should I have a brand or not?" As Scott Bedbury of Starbucks and Nike fame (he’s the brains behind Nike’s “Just Do It” branding campaign) stated some time ago in Fast Company magazine, “In an age of accelerated product proliferation, enormous customer choice, and growing clutter and clamor in the marketplace, a great brand is a necessity, not a luxury.”
You’ve got one—it’s simply a question of how good it is.
Answering the above questions will put you on the right road to avoiding this trouble area for all those responsible for creating, innovating or maintaing a brand.
David Brier, Chief Gravity Defyer at DBD International, is the recipient of over 300 industry awards creating
brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy
Chocolates, Sunbelt Software and many more.
