Post on 16-Apr-2017
CREATING A CULTURETHAT FOSTERS BRAND
SUPERHEROES
From Lance Armstrong to everyone’s bedroom,
it’s all about peak performance.
From Lance Armstrong to everyone’s bedroom,
it’s all about peak performance. Your brand is no exception.
Truth or dare:
Truth or dare:How many CEOs or brand
managers go out for an after-workdrink only to have their brand
magically transform from...
ThisYOUR BRAND
BEFORE A DRINK
ThisYOUR BRAND
BEFORE A DRINK
orYOUR BRAND
BEFORE A DRINK
ThisYOUR BRAND
BEFORE A DRINK
to thisYOUR BRANDAFTER A DRINK
orYOUR BRAND
BEFORE A DRINK
ThisYOUR BRAND
BEFORE A DRINK
to thisYOUR BRANDAFTER A DRINK
orYOUR BRAND
BEFORE A DRINK
or thisYOUR BRANDAFTER A DRINK
Oooooh...branding doesn’t get better than this...{ }
Oooooh...branding doesn’t get better than this...{ }Enhanced brand performance
nobody sees but you...
only to
face this
Only for reality to show up and greet you in the morning
(after all the alcohol has left the building)
only to
face this
Only for reality to show up and greet you in the morning
“GOOD MORNING”
“GOOD MORNING”
(after all the alcohol has left the building)
Yet, real enhanced brand performance
is possible.
Yet, real enhanced brand performance
is possible. (After all, superheroes are real.)
So we conducted a nationwide survey* to uncover the 5 stupid things that reduce brand performance and prevent ordinary humans
from becoming superheroes .
*not really, we only thought about it
5 stupid habits that hold down brand
performance
5 stupid habits that hold down brand
performance Uh oh...
Stupid brand habit #1:Getting along
Potential superhero
Too often in companies, the social and political skill of “getting along” overrides the more needed culture for innovation and branding excellence. Encourage disrupting the routine and questioning“the way things have always been done around here.”
The old habit:Being politically motivated to “get along.”
The new habit:Start disrupting (frequently) with responsible abandon.
The new habit:Start disrupting (frequently) with responsible abandon.
With your brand
The new habit:Start disrupting (frequently) with responsible abandon.
With your brandWith your naming
The new habit:Start disrupting (frequently) with responsible abandon.
With your brandWith your namingWith your campaigns
The new habit:Start disrupting (frequently) with responsible abandon.
With your brandWith your namingWith your campaignsWith your style
Stupid brand habit #2:Playing it safe
Potential superhero
Getting by unnoticed was fine for high school when pimples were prevalent and confidence was only something you read about in comics. When it comes to branding, playing it!afe is death. Fact is: risk is the currency of progress and breakthroughs (and is the safest road to
Getting by unnoticed was fine for high school when pimples were prevalent and confidence was only something you read about in comics. When it comes to branding, playing it!afe is death. Fact is: risk is the currency of progress and breakthroughs (and is the safest road to
awesomeness).
The old habit:Playing it safe.
The new habit:Start embracing risk as the safest road (for progress and success).
The new habit:Start embracing risk as the safest road (for progress and success).
With your brand message
The new habit:Start embracing risk as the safest road (for progress and success).
With your brand message
With your brand’svoice
The new habit:Start embracing risk as the safest road (for progress and success).
With your brand message
With your brand’svoice
With logo designs
The new habit:Start embracing risk as the safest road (for progress and success).
With your brand message
With your brand’svoice
With logo designs
With every point of
contact
Stupid brand habit #3:Covering your ass
Potential superhero
Your ass
Your ass
The goal of getting by without stepping on too many toes (rules) and traditions is the path of mediocrity in branding (and any other worthwhile activity).
Your ass is no more precious than anybody else’s. Only by creating a brand that stirs passions will you see the result of a voice original enough to cause a revolution. Your ass
The goal of getting by without stepping on too many toes (rules) and traditions is the path of mediocrity in branding (and any other worthwhile activity).
The old habit:Covering your ass with old sacred cows (like Lady Gaga’s raw meat dress).
The new habit:Start liberating new ideas with a culture of ingenuity.
The new habit:Start liberating new ideas with a culture of ingenuity.
Realize today’s status quo is tomorrow’s old news
The new habit:Start liberating new ideas with a culture of ingenuity.
Realize today’s status quo is tomorrow’s old news
Use knowledge to liberate, not rules to confine
The new habit:Start liberating new ideas with a culture of ingenuity.
Realize today’s status quo is tomorrow’s old news
Use knowledge to liberate, not rules to confine
Toss out the BS
Stupid brand habit #4:Thinking it’s cosmetic
Potential
superhero
Real change goes below the surface. A true brand has an essence that goes from deep within and continues all the
way out. Transformationisn’t a matter of makeup, but of internal change and a sense of your brand’s inner core.
The old habit:Making things pretty without ever asking, “Why?”
The new habit:Asking the tough questions that unearth what your brand truly stands for.
The new habit:Asking the tough questions that unearth what your brand truly stands for.
Realize if you’re not looking up, you’re
going down
The new habit:Asking the tough questions that unearth what your brand truly stands for.
Realize if you’re not looking up, you’re
going down
Understand that what you embrace is
half the battle.
The new habit:Asking the tough questions that unearth what your brand truly stands for.
Realize if you’re not looking up, you’re
going down
Understand that what you embrace is
half the battle.
What you reject is the other half.
Stupid brand habit #5:Working less
Potential superhero
Inspiration is nice. Inspiration with action is better. Much better. Stopping at inspiration (which was totally cool in the 60s) isn’t enough. You’ve got to do.
The old habit:Getting inspired.
The new habit: Getting perspired.
The new habit: Getting perspired.Look for more things to do.
The new habit: Getting perspired.Look for more things to do.
Seek out how your brand can excel and overcome impossible odds.
The new habit: Getting perspired.Look for more things to do.
Seek out how your brand can excel and overcome impossible odds.
Look for bigger problems.
The new habit: Getting perspired.Look for more things to do.
Seek out how your brand can excel and overcome impossible odds.
Look for bigger problems.
Decide how your brand can change the world.
The old habit
The old habit
The new habitSid
e ef
fect
s may
inclu
de m
omen
ts o
f
exce
llenc
e, in
sight
s int
o gr
eatn
ess a
nd
a ge
nera
l abi
lity
to h
ave
your
bra
nd
embr
aced
my m
ore a
nd m
ore p
eopl
e.
@davidbrier
The old habit
The old habit
The new habitSid
e effe
cts m
ay in
clude
inab
iliy
to s
leep
due
to n
ew le
vels
of
ener
gy an
d stim
ulatio
n.
@davidbrier
The old habit
The old habit
The new habit
Side
effe
cts m
ay re
sult
in n
ew
ways
to
ge
t no
ticed
tha
t
othe
rs c
onsid
er in
spire
d an
d
revo
lutio
nary
. Get
used
to it
.
@davidbrier
Examples of client brand performance
900%300% sales increase year one
300% increase year two900% increase over first 24 months
Examples of client brand performance
900%300% sales increase year one
300% increase year two900% increase over first 24 months
500%In 12 months that followed this
rebrand, this city saw a500% increase in walk-in tourists
Examples of client brand performance
900%300% sales increase year one
300% increase year two900% increase over first 24 months
500%In 12 months that followed this
rebrand, this city saw a500% increase in walk-in tourists
200% x 4Sales doubled 4 years in a row
plus getting onto the INC 500 list
Examples of client brand performance
900%300% sales increase year one
300% increase year two900% increase over first 24 months
500%In 12 months that followed this
rebrand, this city saw a500% increase in walk-in tourists
200% x 4Sales doubled 4 years in a row
plus getting onto the INC 500 list
300%In the middle of Summer, sales tripled
30 days after the rebrand was launched
Examples of client brand performance
900%300% sales increase year one
300% increase year two900% increase over first 24 months
500%In 12 months that followed this
rebrand, this city saw a500% increase in walk-in tourists
200% x 4Sales doubled 4 years in a row
plus getting onto the INC 500 list
300%In the middle of Summer, sales tripled
30 days after the rebrand was launched
Examples of client brand performance
Improving your brand’s performanceis priority #1
Recap:
Recap:
Enhance your brand’s performance
Recap:
Enhance your brand’s performance
1. Start disrupting frequently.
Recap:
Enhance your brand’s performance
1. Start disrupting frequently.2. Launch a culture of embracing risk.
Recap:
Enhance your brand’s performance
1. Start disrupting frequently.2. Launch a culture of embracing risk.3. Begin a revolution in new ideas.
Recap:
Enhance your brand’s performance
1. Start disrupting frequently.2. Launch a culture of embracing risk.3. Begin a revolution in new ideas.4. Encourage asking the tough questions.
Recap:
Enhance your brand’s performance
1. Start disrupting frequently.2. Launch a culture of embracing risk.3. Begin a revolution in new ideas.4. Encourage asking the tough questions.5. Foster action, not idle speculation.
Subscribe: www.risingabovethenoise.com@davidbrier
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Check out these leading branding presentations that have exceeded
226,389 views:
Subscribe: www.risingabovethenoise.com@davidbrier
Check out these leading branding presentations that have exceeded
226,389 views:
Subscribe: www.risingabovethenoise.com@davidbrier
Have a question?We help companies stand out and rise above the noise. Let’s talk.
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226,389 views:
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Design, art direction and text by David Brier of DBD InternationalCopyright 2013 DBD International