What if one law—overlooked and ignored—could dismantle an entire brand? Could one law have that much power? It does and it's violated everyday. Veteran designer and brand identity expert David Brier discovered this law after 25 years of developing leading local, regional and global brands. Learn more at http://www.risingabovethenoise.com
7. Branding is what turns mere
commodities into name brands
infused with value—the kind of
value consumers are willing to pay
for.
8. 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....”
25. That was truly the need that Nike
fulfills and why people buy Nike.
26. That was truly the need that Nike
fulfills and why people buy Nike.
They are
not buying a
“sneaker.”
27. They are buying the emotional ties that
align with them—being winners like the
athletes who endorse them—
whether walking
or running, playing
or competing.
28. They are buying the emotional ties that
align with them—being winners like the
athletes who endorse them—
whether walking
or running, playing
or competing.
47. Every world-class brand today
started out as
a commodity
and became—through
exact, planned marketing
activities—the name
synonymous with that category.
48. Simply, how fast you graduate
your company, product
or service from
commodity to brand
will determine
your growth
52. SOME
YEARS AGO
Al Ries, the Godfather of Positioning,
came out with his breakthrough work
“The 22 Immutable Laws of Branding.”
53. 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:
54. THE LAW OF
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 COMMON
DENOMINATOR
56. ALL
of the elements of design, language, imagery, presentation as well
as the consistency, style color, palette, etc., work together to
CREATE THE
BRAND.
57. ABUSE
of 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.
69. 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?
71. 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.
72. 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.”
82. IMAGINE ONE BRAND DOING THIS:
Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m charming.
Hello, I’m
quiet& Hello,and
fascinating. new
I’m
Hello, I’m
better.
sophisticated.
improved.
Hello, I’m better
than the
competition.
83. IMAGINE ONE BRAND DOING THIS:
Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m charming.
Hello, I’m
quiet& Hello,and
fascinating. new
I’m
Hello, I’m
better.
sophisticated.
improved.
Hello, I’m better
than the I’m good for
Hello,
competition.the environment.
84. IMAGINE ONE BRAND DOING THIS:
Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m charming.
Hello, I’m
quiet& Hello,and
fascinating. new
I’m
Hello, I’m
better.
sophisticated.
improved.
Hello, I’m better
than the I’m good for
Hello, we
have better
Hello,
competition.
knowledge and
employees. the environment.
85. IMAGINE ONE BRAND DOING THIS:
Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m charming.
have better quiet& Hello,and
Hello, I Hello, I’m
ingredientsfascinating. new
I’m
Hello, I’m
better.
sophisticated.
improved.
Hello, I’m better
than the I’m good for
Hello, we
have better
Hello,
competition.
knowledge and
employees. the environment.
86. IMAGINE ONE BRAND DOING THIS:
Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m charming.
have better quiet& Hello,and
Hello, I Hello, I’m
ingredientsfascinating. new
I’m
Hello, I’m
better.
sophisticated.
improved.
Hello, I’m better
than the I’m good for
Hello, we
have better
Hello,
competition.
knowledge and
employees. the environment.
Hello, I’ve been around longer.
87. IMAGINE ONE BRAND DOING THIS:
Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m charming.
have better quiet& Hello,and Hello,
Hello, I Hello, I’m
ingredientsfascinating. new
I’m
Hello, I’m sophisticated. I’m
improved. truly
better.
Hello, I’m better young &
Hello, we
have betterthan the relevant.
Hello, I’m good for
competition.
knowledge and
employees. the environment.
Hello, I’ve been around longer.
88. IMAGINE ONE BRAND DOING THIS:
Hello, Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m I’m charming.
have better quiet& new and
Hello, I Hello, I’m
ingredientsfascinating.
sincere,
really. I’m Hello,
Hello,
Hello, I’m
better.
sophisticated. I’m
improved. truly
Hello, I’m better young &
Hello, we
than the
have better
relevant.
Hello, I’m good for
competition.
knowledge and
employees. the environment.
Hello, I’ve been around longer.
89. IMAGINE ONE BRAND DOING THIS:
Hello,
Hello, Hello, I’m
HELLO, I’M
INTERESTING! Hello,I’m I’m charming.
have better quiet& new and
Hello, I Hello, I’m
ingredientsfascinating.
sincere,
really. I’m Hello,
Hello,
Hello, I’m sophisticated. I’m
I’m
improved. truly
better.
Hello, I’m better young &
Hello, we
than the relevant.
Hello,green.
have better
Hello, I’m good for
competition.
knowledge and
employees. the environment.
I’ve been around longer.
91. 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.
93. 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 disaster
at a faster rate than ever before in history.
Which is why this law is
so vitally important.
95. IT’S SIMPLE
Create 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.