david-brier

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

We've all seen it. A #startup begins with a #dream, a #passion to do something others have missed or overlooked.

Your brand exists to differentiate. __ame crap, different day_ won__ do it. A day that goes by without breaking some sacred branding rule is a day a brand has lost to rise above the status quo. By breaking those rules with insight, intelligent and innovation, your brand can get heard in a world that__ simply too busy to listen.

The opposite of value is a commodity item with little or no perceived value _ which means people are not seeking it out and when they do, it__ merely one of the many choices (so very likely the cheapest offering will get the sale).

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

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.

One can always sell something by offering the lowest price. But this does not create loyalty to your brand. Never did and never will. It only creates __oyalty_ to that price point. As soon as your guest or visitor is offered a better price, he or she will jump ship, leaving you like a scorned lover in the middle of the night.

So it comes down to scarcity, one product or service having qualities you won__ find everywhere or ideally, anywhere. It__ the job of every brand to seek that out as their standard, their stamp.

Who are we, and how do we relate this idea in a way that__ meaningful to our customers and the values they hold dear?In other words, one must define something meaningful. To do that, one must identify to whom this must be meaningful.

Why is it there__ no aisle in a grocery or department in a store or menu on a website for __verage stuff_ or __eige products_? FACT: People never got passionate about mediocre and average. While consumers and clients can find __est deals_ and __atural foods_ and __rtisan goods,_ one doesn__ find an aisle or a website menu tab offering __verage stuff_ without excelling in something (which might explain that while vanilla is necessary for the ice cream sundae, it__ the hot fudge we all crave and talk about).

There are three points I used to help a gourmet chocolatier increase sales 300% in a single month as well as a Midwest city to increase tourism guests 500% in 12 months.

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).