The Lost Law of Branding plus a note on Social Media

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


There were soft drinks.


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?


The better perfume?


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!


INTERESTING!Hello, I’m

fascinating.



fascinating.

Hello, I’m charming.



fascinating.


Hello, I’m better.



fascinating.



Hello, I’m new and improved.



fascinating.




Hello, I’m quiet &

sophisticated.



fascinating.





sophisticated.Hello, I’m better

than the competition.



fascinating.






than the competition.Hello, I’m good for

the environment.



fascinating.







the environment.

Hello, we have better

knowledge and employees.



fascinating.







the environment.



Hello, I have better ingredients



fascinating.







the environment.




Hello, I’ve been around longer.



fascinating.







the environment.





Hello, I’m

truly young &relevant.



fascinating.







the environment.





Hello, I’m


Hello, I’m

sincere, really.



fascinating.







the environment.





Hello, I’m


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

http://www.risingabovethenoise.com

http://www.risingabovethenoise.com

The Lost Law of Branding plus a note on Social Media

Business

excellent

turns mere

im quiet amp

people buy

young amp

turning commodities

primary point

im charming