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how to make
KILLER
BRANDS
& influence
PEOPLE
Want a
killer brand?
Forgetaboutlove.
It’sarealbuzzkill.
Whatyouneedis
somethingtohate.
say hello to
your customer
He(orshe)hasthings
theydespise.
stuff they love.
stuff they love.
stuff they hate.
Sodothebest
brands.
Hating inconvenience
Netflix hated making the couch potato
do anything more than was necessary to
sustain uninterrupted couch-potatoing
Hating inconvenience
Hating loss of suction
Dyson hated the
existing stagnant
vacuum cleaner
category and its
loss of suction
Hating loss of suction
Hating limitations
Hating limitations
Harley-Davidson®
rejected anything
that held you
back from
freedom of
expression
in life — and
on the road.
Hating excuses
Nike hated
the tradition
of “selling
sports shoes”
and instead
sold the dream
and what
everyday
people aspired
to be
Hating excuses
Hating outdated traditions
Starbucks hated the
old coffee standard
and offered a coffee
experience
inspired
by the coffee
houses in Italy
Hating outdated traditions
Hating limitations
Pixar hated the old school of
animation and its failure to
use technology
to reach for
infinity and
beyond
Hating limitations
Hating conformity
Apple hated the big
established goliaths
that put technology
first and user
experience second
Hating conformity
Togreatbrands,having
anenemyisn’tachoice.
Togreatbrands,having
anenemyisn’tachoice.
It’sarequirementfor
survival(likeairand
takingthatnextbreath).
Factis,
oppositesattract.
Factis,
oppositesattract.
Andeachmakes
theotherstronger.
Hereare
someexamples.
TheForce.
TheForce.
TheEvilEmpire.
Innovative.
Innovative.
Stagnant.
Awesome.
Awesome.
Average.
Brilliant.
Brilliant.
Stupid.
Life.
Life.
Death.
Black.
Black.
White.
Good.
Good.
Evil.
Aboutyou.
Aboutyou.
Aboutus.
Impossible.
Impossible.
Possible.
TheGoodWitch.
TheGoodWitch.
TheBadWitch.
Heaven.
Heaven.
Hell.
Whilemanysaythey
lovevanilla,it’sthe
hotfudgeeverybody
craves(andtalksabout).
Soit’sthatperfect
balanceofthose
opposites—hotand
cold—thatwins.
ANSWERTHIS:
ANSWERTHIS:
Whatdoesyour
brandstandfor?
Writedown
youranswer.
NOWTHIS:
NOWTHIS:
Whatdoesyour
brandoppose?
Writedown
youranswer.
Usewhatyouhate
tostrengthenyour
convictionforwhat
yourbrandloves.
use them both to create
KILLER
BRANDS
& influence
PEOPLE
use them both to create
KILLER
BRANDS
& influence
PEOPLE
“Aaargh.”
use them both to create
KILLER
BRANDS
& influence
PEOPLE
“OK,Iseewhat
youmean!
Iloveyoutoo.”
Forexample,Ilove
thatoverhalf-a-million
peoplehaveviewed
mypresentations...
AndIhatethatonly
half-a-millionpeople
haveviewedmy
presentations.(So
manymorecouldgain
fromviewingthem.)
Whichones?
Ifyou’reinneedofno-B.S.brandinsight,thenthisone:
Ifyou’rebrandinganythingatall,thenthisone:
Ifyou’rerebrandinganexistingbrand,thenthisone:
Ifyou’reimmersedincommitteehell,thenthisone:
TWITTER
FACEBOOK
LINKEDIN
thendownloadyourfreepdf!
Sharetodownload
yourfreePDFof
thispresentation
Click on the icon
above to share
Visitandsubscribeat
RisingAboveTheNoise.com
FollowDavidBrierontwitter:
@davidbrier
Design,artdirectionandtextby
DavidBrierofDBDInternational
Copyright2013DBDInternational
Want
more?

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Creating a winning brand: How to make killer brands and influence people