• 10.25.09

Becoming a Cause for Celebration

Do Ragu, Haagen Dazs, Nike, H&R Block and Dyson have ANYTHING in common?

Your brand must be a cause for celebration.


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.

Award-winning and result-driven examples can be seen at and a side-by-side comparison of before-and after-client identites can be seen at


Want one the country’s leading designers of identites and more? His talent can be yours. Contact

About the author

Brand identity expert, veteran designer, author, speaker and Fast Company expert blogger. He’s been written about in, INC and Fortune Small Business.