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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 transform from...
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 DRINK




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

   Enhanced brand performance
      nobody sees but you...
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
       has left the building)


                                “GOOD MORNING”
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 humans
       from becoming superheroes .



                                    *not really, we only
                                     thought about it
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
and branding excellence. Encourage disrupting the routine and
questioning“the way things have always been done around here.”
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 abandon.
With your brand
                       With your naming
                       With your campaigns




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




The new habit:
Start disrupting (frequently)
with responsible abandon.
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
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
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).
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
        progress and success).
With your       With your
brand message   brand’s
                voice




        The new habit:
        Start embracing risk as
        the safest road (for
        progress and success).
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).
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).
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 any other
worthwhile activity).




                            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 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
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
with a culture of ingenuity.
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.
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.
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 out. Transformation
  isn’t a matter of makeup,
    but of internal change
     and a sense of your
      brand’s inner core.
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 you’re not
                       looking up, you’re
                               going down
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.
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.
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 the 60s) isn’t enough. You’ve got to do.
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 odds.
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.
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.
he old habit
T
@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
T he
       old
             hab
                it
@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
T he old ha
           bit
@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.
Examples of client brand performance
Examples of client brand performance



          900%
   300% sales increase year one
     300% increase year two
900% increase over first 24 months
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
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
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
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
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 brand’s performance
Recap:
            1. Start disrupting frequently.
            2. Launch a culture of embracing risk.
            3. Begin a revolution in new ideas.




Enhance your brand’s performance
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
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
Check out these leading branding
     presentations that have exceeded
          226,389 views:




@davidbrier          Subscribe: www.risingabovethenoise.com
Check out these leading branding
     presentations that have exceeded
          226,389 views:




@davidbrier          Subscribe: www.risingabovethenoise.com
Check out these leading branding
     presentations that have exceeded
          226,389 views:




@davidbrier          Subscribe: www.risingabovethenoise.com
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
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
   Design, art direction and text by David Brier of DBD International
                    Copyright 2013 DBD International

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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
  • 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).
  • 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
  • 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.
  • 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.
  • 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
  • 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