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CREATING A CULTURE
THAT 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.
   Y brand is no exception.
     our
Truth or dare:
Truth or dare:
  How many CEOs or brand
managers go out for an after-work
 drink only to have their brand
   magically tra...
This
        YOUR BRAND
       BEFORE A DRINK
This
        YOUR BRAND
       BEFORE A DRINK




 or
        YOUR BRAND
       BEFORE A DRINK
This                    to this
        YOUR BRAND                 YOUR BRAND
       BEFORE A DRINK             AFTER A DR...
This                    to this
        YOUR BRAND                 YOUR BRAND
       BEFORE A DRINK             AFTER A DR...
{ }
            Oooooh...
branding doesn’t get better than this...
{ }
            Oooooh...
branding doesn’t get better than this...

   Enhanced brand performance
      nobody sees but yo...
Only for reality to
show up and greet
you in the morning
       (after all the alcohol
       has left the building)
Only for reality to
show up and greet               “GOOD MORNING”


you in the morning
       (after all the alcohol
    ...
Y real enhanced
  et,
brand performance
      is possible.
Y real enhanced
  et,
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 hu...
5 stupid habits that
hold down brand
   performance
5 stupid habits that
hold down brand
   performance         Uh
                       oh...
ntial
  Poterhero
  supe




Stupid brand habit #1:
   Getting along
Too often in companies, the social and political skill of “getting
along” overrides the more needed culture for innovation...
The old habit:
Being politically motivated
to “get along.”
The new habit:
Start disrupting (frequently)
with responsible abandon.
With your brand




The new habit:
Start disrupting (frequently)
with responsible abandon.
With your brand
                       With your naming




The new habit:
Start disrupting (frequently)
with responsible ...
With your brand
                       With your naming
                       With your campaigns




The new habit:
Star...
With your brand
                       With your naming
                       With your campaigns
                       ...
Potenti
 superhe al
         ro




Stupid brand habit #2:
      Playing it safe
Getting by unnoticed was fine for
high school when pimples were
prevalent and confidence was
only something you read about...
Getting by unnoticed was fine for
high school when pimples were
prevalent and confidence was
only something you read about...
The old habit:
Playing it safe.
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
        pr...
With your       With your
brand message   brand’s
                voice




        The new habit:
        Start embracing...
With your       With your   With logo
brand message   brand’s     designs
                voice




        The new habit:...
With your       With your   With logo   With every
brand message   brand’s     designs     point of




                  ...
ential
  Pot rhero
  supe




Stupid brand habit #3:
Covering your ass
You r ass
The goal of getting by
without stepping on too
many toes (rules) and
traditions is the path of
mediocrity in branding
(and...
The goal of getting by
without stepping on too
many toes (rules) and
traditions is the path of
mediocrity in branding
(and...
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.
Realize today’s status quo
                       is tomorrow’s old news




The new habit:
Start liberating new ideas
wit...
Realize today’s status quo
                       is tomorrow’s old news
                     Use knowledge to liberate,
 ...
Realize today’s status quo
                       is tomorrow’s old news
                     Use knowledge to liberate,
 ...
alo
       ntier
    ote rh
   P pe
   su


Stupid brand habit #4:
Thinking it’s cosmetic
Real change goes below the
surface. A true brand has an
essence that goes from deep
 within and continues all the
  way ou...
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 ...
The new habit:
Asking the tough questions
that unearth what your
brand truly stands for.
                       Realize if...
The new habit:
Asking the tough questions
that unearth what your
brand truly stands for.
                       Realize if...
Potent
    superh ial
          ero




Stupid brand habit #5:
   Working less
Inspiration is nice. Inspiration with action is better.
Much better. Stopping at inspiration (which was
totally cool in th...
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 o...
The new habit:
 Getting
perspired.
Look for more things to do.
Seek out how your brand
can excel and overcome
impossible o...
The new habit:
 Getting
perspired.
Look for more things to do.
Seek out how your brand
can excel and overcome
impossible o...
he old habit
T
@davidbrier
                       T he
                 new
              hab
                                          T...
T he
       old
             hab
                it
@davidbrier
                   T he
               old            Sid
                                  e
                ...
T he old ha
           bit
@davidbrier
                                       T he
                                 new
                         hab
...
Examples of client brand performance
Examples of client brand performance



          900%
   300% sales increase year one
     300% increase year two
900% in...
Examples of client brand performance



          900%                                500%
   300% sales increase year one...
Examples of client brand performance



          900%                                 500%
   300% sales increase year on...
Examples of client brand performance



          900%                                    500%
   300% sales increase year...
Examples of client brand performance



          900%                                                   500%
   300% sale...
Recap:
Recap:




Enhance your brand’s performance
Recap:
            1. Start disrupting frequently.




Enhance your brand’s performance
Recap:
            1. Start disrupting frequently.
            2. Launch a culture of embracing risk.




Enhance your bra...
Recap:
            1. Start disrupting frequently.
            2. Launch a culture of embracing risk.
            3. Begin...
Recap:
            1. Start disrupting frequently.
            2. Launch a culture of embracing risk.
            3. Begin...
Recap:
            1. Start disrupting frequently.
            2. Launch a culture of embracing risk.
            3. Begin...
Check out these leading branding
     presentations that have exceeded
          226,389 views:




@davidbrier          S...
Check out these leading branding
     presentations that have exceeded
          226,389 views:




@davidbrier          S...
Check out these leading branding
     presentations that have exceeded
          226,389 views:




@davidbrier          S...
Check out these leading branding
     presentations that have exceeded
            226,389 views:



                  Hav...
Want more?
Subscribe at RisingAboveTheNoise.com
Want more?
Subscribe at RisingAboveTheNoise.com
    Follow David Brier on twitter:
            @davidbrier
Want more?
Subscribe at RisingAboveTheNoise.com
       Follow David Brier on twitter:
               @davidbrier
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How to create brand superheroes: Does your culture support brand superstars? Slide 1 How to create brand superheroes: Does your culture support brand superstars? Slide 2 How to create brand superheroes: Does your culture support brand superstars? Slide 3 How to create brand superheroes: Does your culture support brand superstars? Slide 4 How to create brand superheroes: Does your culture support brand superstars? Slide 5 How to create brand superheroes: Does your culture support brand superstars? Slide 6 How to create brand superheroes: Does your culture support brand superstars? Slide 7 How to create brand superheroes: Does your culture support brand superstars? Slide 8 How to create brand superheroes: Does your culture support brand superstars? Slide 9 How to create brand superheroes: Does your culture support brand superstars? Slide 10 How to create brand superheroes: Does your culture support brand superstars? Slide 11 How to create brand superheroes: Does your culture support brand superstars? Slide 12 How to create brand superheroes: Does your culture support brand superstars? Slide 13 How to create brand superheroes: Does your culture support brand superstars? Slide 14 How to create brand superheroes: Does your culture support brand superstars? Slide 15 How to create brand superheroes: Does your culture support brand superstars? Slide 16 How to create brand superheroes: Does your culture support brand superstars? Slide 17 How to create brand superheroes: Does your culture support brand superstars? Slide 18 How to create brand superheroes: Does your culture support brand superstars? Slide 19 How to create brand superheroes: Does your culture support brand superstars? Slide 20 How to create brand superheroes: Does your culture support brand superstars? Slide 21 How to create brand superheroes: Does your culture support brand superstars? Slide 22 How to create brand superheroes: Does your culture support brand superstars? Slide 23 How to create brand superheroes: Does your culture support brand superstars? Slide 24 How to create brand superheroes: Does your culture support brand superstars? Slide 25 How to create brand superheroes: Does your culture support brand superstars? Slide 26 How to create brand superheroes: Does your culture support brand superstars? Slide 27 How to create brand superheroes: Does your culture support brand superstars? Slide 28 How to create brand superheroes: Does your culture support brand superstars? Slide 29 How to create brand superheroes: Does your culture support brand superstars? Slide 30 How to create brand superheroes: Does your culture support brand superstars? Slide 31 How to create brand superheroes: Does your culture support brand superstars? Slide 32 How to create brand superheroes: Does your culture support brand superstars? Slide 33 How to create brand superheroes: Does your culture support brand superstars? Slide 34 How to create brand superheroes: Does your culture support brand superstars? Slide 35 How to create brand superheroes: Does your culture support brand superstars? Slide 36 How to create brand superheroes: Does your culture support brand superstars? Slide 37 How to create brand superheroes: Does your culture support brand superstars? Slide 38 How to create brand superheroes: Does your culture support brand superstars? Slide 39 How to create brand superheroes: Does your culture support brand superstars? Slide 40 How to create brand superheroes: Does your culture support brand superstars? Slide 41 How to create brand superheroes: Does your culture support brand superstars? Slide 42 How to create brand superheroes: Does your culture support brand superstars? Slide 43 How to create brand superheroes: Does your culture support brand superstars? Slide 44 How to create brand superheroes: Does your culture support brand superstars? Slide 45 How to create brand superheroes: Does your culture support brand superstars? Slide 46 How to create brand superheroes: Does your culture support brand superstars? Slide 47 How to create brand superheroes: Does your culture support brand superstars? Slide 48 How to create brand superheroes: Does your culture support brand superstars? Slide 49 How to create brand superheroes: Does your culture support brand superstars? Slide 50 How to create brand superheroes: Does your culture support brand superstars? Slide 51 How to create brand superheroes: Does your culture support brand superstars? Slide 52 How to create brand superheroes: Does your culture support brand superstars? Slide 53 How to create brand superheroes: Does your culture support brand superstars? Slide 54 How to create brand superheroes: Does your culture support brand superstars? Slide 55 How to create brand superheroes: Does your culture support brand superstars? Slide 56 How to create brand superheroes: Does your culture support brand superstars? Slide 57 How to create brand superheroes: Does your culture support brand superstars? Slide 58 How to create brand superheroes: Does your culture support brand superstars? Slide 59 How to create brand superheroes: Does your culture support brand superstars? Slide 60 How to create brand superheroes: Does your culture support brand superstars? Slide 61 How to create brand superheroes: Does your culture support brand superstars? Slide 62 How to create brand superheroes: Does your culture support brand superstars? Slide 63 How to create brand superheroes: Does your culture support brand superstars? Slide 64 How to create brand superheroes: Does your culture support brand superstars? Slide 65 How to create brand superheroes: Does your culture support brand superstars? Slide 66 How to create brand superheroes: Does your culture support brand superstars? Slide 67 How to create brand superheroes: Does your culture support brand superstars? Slide 68 How to create brand superheroes: Does your culture support brand superstars? Slide 69 How to create brand superheroes: Does your culture support brand superstars? Slide 70 How to create brand superheroes: Does your culture support brand superstars? Slide 71 How to create brand superheroes: Does your culture support brand superstars? Slide 72 How to create brand superheroes: Does your culture support brand superstars? Slide 73 How to create brand superheroes: Does your culture support brand superstars? Slide 74 How to create brand superheroes: Does your culture support brand superstars? Slide 75 How to create brand superheroes: Does your culture support brand superstars? Slide 76 How to create brand superheroes: Does your culture support brand superstars? Slide 77 How to create brand superheroes: Does your culture support brand superstars? Slide 78 How to create brand superheroes: Does your culture support brand superstars? Slide 79 How to create brand superheroes: Does your culture support brand superstars? Slide 80 How to create brand superheroes: Does your culture support brand superstars? Slide 81 How to create brand superheroes: Does your culture support brand superstars? Slide 82 How to create brand superheroes: Does your culture support brand superstars? Slide 83 How to create brand superheroes: Does your culture support brand superstars? Slide 84 How to create brand superheroes: Does your culture support brand superstars? Slide 85
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How to create brand superheroes: Does your culture support brand superstars?

  1. CREATING A CULTURE THAT FOSTERS BRAND SUPERHEROES
  2. From Lance Armstrong to everyone’s bedroom, it’s all about peak performance.
  3. From Lance Armstrong to everyone’s bedroom, it’s all about peak performance. Y brand is no exception. our
  4. Truth or dare:
  5. Truth or dare: How many CEOs or brand managers go out for an after-work drink only to have their brand magically transform from...
  6. This YOUR BRAND BEFORE A DRINK
  7. This YOUR BRAND BEFORE A DRINK or YOUR BRAND BEFORE A DRINK
  8. This to this YOUR BRAND YOUR BRAND BEFORE A DRINK AFTER A DRINK or YOUR BRAND BEFORE A DRINK
  9. This to this YOUR BRAND YOUR BRAND BEFORE A DRINK AFTER A DRINK or or this YOUR BRAND YOUR BRAND BEFORE A DRINK AFTER A DRINK
  10. { } Oooooh... branding doesn’t get better than this...
  11. { } Oooooh... branding doesn’t get better than this... Enhanced brand performance nobody sees but you...
  12. Only for reality to show up and greet you in the morning (after all the alcohol has left the building)
  13. Only for reality to show up and greet “GOOD MORNING” you in the morning (after all the alcohol has left the building) “GOOD MORNING”
  14. Y real enhanced et, brand performance is possible.
  15. Y real enhanced et, brand performance is possible. (After all, superheroes are real.)
  16. 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
  17. 5 stupid habits that hold down brand performance
  18. 5 stupid habits that hold down brand performance Uh oh...
  19. ntial Poterhero supe Stupid brand habit #1: Getting along
  20. 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.”
  21. The old habit: Being politically motivated to “get along.”
  22. The new habit: Start disrupting (frequently) with responsible abandon.
  23. With your brand The new habit: Start disrupting (frequently) with responsible abandon.
  24. With your brand With your naming The new habit: Start disrupting (frequently) with responsible abandon.
  25. With your brand With your naming With your campaigns The new habit: Start disrupting (frequently) with responsible abandon.
  26. With your brand With your naming With your campaigns With your style The new habit: Start disrupting (frequently) with responsible abandon.
  27. Potenti superhe al ro Stupid brand habit #2: Playing it safe
  28. 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 safe is death. Fact is: risk is the currency of progress and breakthroughs (and is the safest road to
  29. 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 safe is death. Fact is: risk is the currency of progress and breakthroughs (and is the safest road to awesomeness).
  30. The old habit: Playing it safe.
  31. The new habit: Start embracing risk as the safest road (for progress and success).
  32. With your brand message The new habit: Start embracing risk as the safest road (for progress and success).
  33. With your With your brand message brand’s voice The new habit: Start embracing risk as the safest road (for progress and success).
  34. With your With your With logo brand message brand’s designs voice The new habit: Start embracing risk as the safest road (for progress and success).
  35. With your With your With logo With every brand message brand’s designs point of contact voice The new habit: Start embracing risk as the safest road (for progress and success).
  36. ential Pot rhero supe Stupid brand habit #3: Covering your ass
  37. You r ass
  38. 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). You r ass
  39. 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. You r ass
  40. The old habit: Covering your ass with old sacred cows (like Lady Gaga’s raw meat dress).
  41. The new habit: Start liberating new ideas with a culture of ingenuity.
  42. Realize today’s status quo is tomorrow’s old news The new habit: Start liberating new ideas with a culture of ingenuity.
  43. 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.
  44. Realize today’s status quo is tomorrow’s old news Use knowledge to liberate, not rules to confine Toss out the BS The new habit: Start liberating new ideas with a culture of ingenuity.
  45. alo ntier ote rh P pe su Stupid brand habit #4: Thinking it’s cosmetic
  46. Real change goes below the surface. A true brand has an essence that goes from deep within and continues all the way out. Transformation isn’t a matter of makeup, but of internal change and a sense of your brand’s inner core.
  47. The old habit: Making things pretty without ever asking, “Why?”
  48. The new habit: Asking the tough questions that unearth what your brand truly stands for.
  49. 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
  50. 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.
  51. 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.
  52. Potent superh ial ero Stupid brand habit #5: Working less
  53. 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.
  54. The old habit: Getting inspired.
  55. The new habit: Getting perspired.
  56. The new habit: Getting perspired. Look for more things to do.
  57. The new habit: Getting perspired. Look for more things to do. Seek out how your brand can excel and overcome impossible odds.
  58. 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.
  59. 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.
  60. he old habit T
  61. @davidbrier T he new hab T it Side exce effects l m a ge lence, i ay inc n n lu he old emb eral ab sights in de mo race i t m d m lity to h o greatn ents of y mo re a ave you ess and nd m r ore brand peo ple. habit
  62. T he old hab it
  63. @davidbrier T he old Sid e to effec s t ene leep d s may rgy u in and e to clude hab stim new inab ulat l il ion evels iy . of Th it en ew ha bit
  64. T he old ha bit
  65. @davidbrier T he new hab it T he old ha Side bit way effects s m othe to g ay res r e u revo s cons t notic lt in new lutio id e nary er insp d tha . Ge i t t use red an d to d it.
  66. Examples of client brand performance
  67. Examples of client brand performance 900% 300% sales increase year one 300% increase year two 900% increase over first 24 months
  68. Examples of client brand performance 900% 500% 300% sales increase year one In 12 months that followed this 300% increase year two rebrand, this city saw a 900% increase over first 24 months 500% increase in walk-in tourists
  69. Examples of client brand performance 900% 500% 300% sales increase year one In 12 months that followed this 300% increase year two rebrand, this city saw a 900% increase over first 24 months 500% increase in walk-in tourists 200% x 4 Sales doubled 4 years in a row plus getting onto the INC 500 list
  70. Examples of client brand performance 900% 500% 300% sales increase year one In 12 months that followed this 300% increase year two rebrand, this city saw a 900% increase over first 24 months 500% increase in walk-in tourists 200% x 4 300% Sales doubled 4 years in a row In the middle of Summer, sales tripled plus getting onto the INC 500 list 30 days after the rebrand was launched
  71. Examples of client brand performance 900% 500% 300% sales increase year one 300% increase year two Improving In 12 months that followed this rebrand, this city saw a 900% increase over first 24 months your brand’s 500% increase in walk-in tourists performance is priority #1 200% x 4 300% Sales doubled 4 years in a row In the middle of Summer, sales tripled plus getting onto the INC 500 list 30 days after the rebrand was launched
  72. Recap:
  73. Recap: Enhance your brand’s performance
  74. Recap: 1. Start disrupting frequently. Enhance your brand’s performance
  75. Recap: 1. Start disrupting frequently. 2. Launch a culture of embracing risk. Enhance your brand’s performance
  76. Recap: 1. Start disrupting frequently. 2. Launch a culture of embracing risk. 3. Begin a revolution in new ideas. Enhance your brand’s performance
  77. Recap: 1. Start disrupting frequently. 2. Launch a culture of embracing risk. 3. Begin a revolution in new ideas. 4. Encourage asking the tough questions. Enhance your brand’s performance
  78. Recap: 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. Enhance your brand’s performance
  79. Check out these leading branding presentations that have exceeded 226,389 views: @davidbrier Subscribe: www.risingabovethenoise.com
  80. Check out these leading branding presentations that have exceeded 226,389 views: @davidbrier Subscribe: www.risingabovethenoise.com
  81. Check out these leading branding presentations that have exceeded 226,389 views: @davidbrier Subscribe: www.risingabovethenoise.com
  82. Check out these leading branding presentations that have exceeded 226,389 views: Have a question? We help companies stand out and rise above the noise. Let’s talk. @davidbrier Subscribe: www.risingabovethenoise.com
  83. Want more? Subscribe at RisingAboveTheNoise.com
  84. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier
  85. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International Copyright 2013 DBD International
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by David Brier Does your culture support brand superstars? Does your culture encourage brand ambassadors who live, breathe and sh*t your brand?

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