David Brier Quotes

It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.

Customers have a first moment when they discover your brand. If you were to look at it today with a fresh pair of eyes, in fact only through a pair of fresh customer eyes and witness your brand for the very first time, what would you see? What impression would make? Or fail to make? Would your brand blend in? Would it stand out? Would it be memorable, or the leading cause of amnesia amongst shoppers everywhere? Facing the truth of this and fixing it as needed will determine whether your brand thrives or merely stumbles along.

Your competitors have the same idea of how unique, special, vital, and relevant they are with everyone spending a lot of money using the same words, messages, and promises to convince prospects how unique they each are.

Cookie cutters are for baking, not branding.

History is filled with inferior brands outselling superior ones thanks to better branding. Only superior branding has the power to overcome and reverse this (and superior products and services deserve superior branding).

When it comes to branding and the ever-changing social media phenomenon, you're not a mushroom. In other words, you shouldn't be kept in the dark and fed a pile of...well, you get the idea.

Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death?

A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it's irrelevant. But to the right audience, it's a passion.

Why is it there's no aisle in a grocery or department in a store or menu on a website for "average stuff" or "beige products"? FACT: People never got passionate about mediocre and average. While consumers and clients can find "best deals" and "natural foods" and "artisan goods," one doesn't find an aisle or a website menu tab offering "average stuff" without excelling in something (which might explain that while vanilla is necessary for the ice cream sundae, it's the hot fudge we all crave and talk about).

Every great brand goes back to a courageous individual who dared to say 'NO' to the status quo.

Life is made up of dots

So it comes down to scarcity, one product or service having qualities you won't find everywhere or ideally, anywhere. It's the job of every brand to seek that out as their standard, their stamp.

Great brands have wonderful things to convey compared to lousy brands. When lousy brands say "great service," it means something very different than when a great brand utters the same words.

Branding is the art of differentiation

Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, "Why didn't we think of that?" Be very scared of "old tricks" and build a spirit of innovation. It's the "old tricks" that have the highest risk, not doing something bold.

Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing.

And while a brand is so much more than a company's logo, the logo is one of the key ambassadors to any brand.