The Problem of Branding-Differentiate or Die
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- Опубликовано: 8 сен 2024
- What is branding? What is the art of differentiation? How can you apply what branding expert David Brier has learned to the design work that you do? Is it enough to just meet your client's expectations? Hear from author David Brier as he shares insights on creating and telling stories that impact people.
Award-winning veteran (recipient of over 330 international industry recognitions) in branding, rebrands, design and brand strategy, David has designed and transformed global brands, regional and local brands, and brands for startups and even cities.
📙 Brand Intervention Book (please review)
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📌Rising Above The Noise
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@DavidBrier (Twitter/IG)
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53:20 dichotomies and expectations
56:20 I’m a solopreneur or branding shop of 1 to 5 people. What can I do? For the client, list what’s expected of us. Then list what will amplify us.
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![Your Work [ALONE] Won't Get You More Work -Chris Do & Priscilla Blanchot](http://i.ytimg.com/vi/sRlJzrDa8Ak/mqdefault.jpg)
Hi guys. First off, during the livestream, I goofed and sent a link to the e-book instead of the poster. As soon as I found out, I had to delete the file. It's David Brier's intellectual property. I was sent the book so I can read it ahead of the call. It was a mistake and I take full responsibility for it.
I would like to ask you (our fans) who were on the stream to delete a copy if you don't already own the book or plan on purchasing the book.
We'll sort out how to get you a copy of the 22 rules of branding poster at another time. Thank you so much for being amazing!
me neither. #oldschool
The value is the hard cover as Mr. Brier mentioned. I had a question regarding branding and user experience. At one point you say "maybe one way to look at branding is user experience design". What are the main difference between the two? Does user experience just define the end product? Isn't there always a direct correlation between the two? Is branding just a part of user experience design? I hope my questions(s) is clear, if not can clarify further. Thank you Chris
I noticed that link is still shown via the "Top Chat Replay" window.
@@nineblaess1676 yeah, it's still there ...
At 1:15, Chris asked me about the difference between "what a brand sells" vs. "what the customer buys" and below is a better explanation to help viewers, taken straight from the book:
"Your brand is not what you
do or make. It’s what your
customer gets that changes
their lives for the better.
"Every brand must be 100%
clear on the difference
between what it makes
(and sells) versus what its
customer buys.
"Porsche makes a car. But
customers buy status in
the passing lane. Häagen-
Dazs makes ice cream yet
people buy the ultimate adult
indulgence. Chanel makes
a formula. Yet women buy
feeling beautiful.
"Once you know what you’re
selling, please clarify what
your customer is buying."
thanks for the reinforcement. I think you did a great job explaining this concept during the stream.
now I feel "graphic Zen" if you know what I mean. Thank you, Mr. Brier :D
David Brier Hi David, I love the idea of going that step further for a customer/client, it’s a concept that really fits with my ethos. I was a little concerned that in terms of ‘business’ it might start to cost me - it’s great to have it confirmed that these kinds of tools actually help to establish and grow a brand. I very much appreciated your outlook and your generosity.
Gold
This is what I've used for years to explain these concepts to my clients
Brand Identity: How the COMPANY describes itself
Branding: How the AUDIENCE perceives the company
Brand Recognition: How the BRAND differentiates from competition (I think chris called this "the X factor")
That works. I tell clients: If you're not differentiating, you're not branding! ;-)
Not sure where I saw this but love this quote to:
"We create lipstick, sell beauty and the customer buys confidence"
Every time I watch your long videos I wish it never ends.
You’re not defined by your past, The future is what you make. Made me cry every time.
Thank you Louda.
@@thefutur thanks to you for creating such amazing valuable content. Your RUclips channel is my go to everyday. I got so deeply emotionally attached.
The best futur school ever been. The best teacher ever will be.
And the best team.
It is Chris Do - The Futur.
The amount of value I gained from the discussion on dichotomies and (later on) expectations that begins around 53:20 struck a serious chord with me. I feel like I found a power-up or ate a Senzu Bean and now I'm just revitalized as a strategist and designer 😁 DEFINITELY buying this book!
thanks Kane
AWESOME Kane! Make sure to grab the HARDCOVER. The production values of the hardcover and it crushes it!
I love his thoughts on the post sale and the little lifestyle booklet included in the bag he purchased for his wife and how this is the beginning of the relationship with the brand. It has me thinking what can I do for my clients once we wrap up that would be wonderful and unexpected? Hmmmm... Quite the spark for me. Love it.
Thanks Rebecca!
you're very correct about developing countries not paying attention to customer experience. sales is more transactional. its a bit egocentric because many times the competition is not any better. not my brands in my country pay attention to brand strategy with respect to creating awesome customer experience. on the Brightside though, i see a trend shift because we now live in a World of more options than before and sometimes your completion may not even be in your country. Am in Nigeria btw and i really love brand strategy... your show is Harvard Grade in excellence.
The timing on this is perfect, I'm in the middle of a rebrand project for our in-house design team and this is so helpful. Thank you guys!
Awesome Louise! If you want the FULL TOOLBOX, grab your hardcover copy of Brand Intervention, it will NOT dissappoint and make you VERY DANGEROUS to anyone who is prone to settling for mediocrity. The sooner you get it, the quicker you'll be UNSTOPPABLE...
I know i'm late to the party, but maybe some of these questions will be answered by the community here!
1. when the son & dad come to buy a car, as a company how would you decide who is your client? in the end dad pays but the son will affect his decision... would you have two stories for one brand? say of safe, cost effective, and "cool", or how would you pick which of the two personas is your main one?
2. I really hope there would be a video sometime only about handling fears clients have. say I give value and gain trust - it still not always enough to make them TRUST my choices, for example I can show value and knowledge and still the client will fear that I choose to target either father or son (from question 1) and this fear will cause them to doubt and keep asking to target both, again just an example - I'm actually not sure about this one. my gut says - focus. and if i can't focus one story to speak to both of them, choose one of them. but again this is about how to help a client let go, and trust in new ideas - when providing value to them alone as we learn in this channel all the time, isn't closing the deal?
Adam, David is very active online and most likely will see this. but yeah, a little late.
Adam, many brands have multiple aspects and are dynamic as long they have a CORE "reason for being" - without that "core reason for being" they end up chasing "new pitches" all the time. The solution: Find your CORE reason for being, your brand's ROLE in the universe. Then it gets simpler with that in place.
This is my story of the when i got more then 66%: i ordered a veg paratha roll and when they delivered, insted of giving a packaging which open from top or bottom or a reguler box the packaging opened from the center and become the holder for the roll and that enhanced my expirience in having that and still after a month or so i order roll only from them becouse to have that unique expirience in packaging.
Great Harsh. Once you start looking, you'll start seeing really smart companies using the last phase of branding: that last 33%
Hi guys! Just wanted to say, you are doing a great job with The Futur. I have not studied graphic design at an academic level, but this channel has taught me so much! Keep it up, people needs this content!!!
our pleasure. we'll keep making if you keep watching.
This was soo good 🔥🔥🔥by the way the best definition of Branding I ever heard.
Thanks so much. ;-))
Loved how you showed all your fans at 1:09 💙
Design has always been about user/viewer experience/journey. Plan it on a map.
I think a great example of what David was talking about is what Michael Beruit shows/tells about the MIT logo/individual departments ID grid system.
This is golden! Am ramping up in a few months this definitely gets my game hat on. Hopefully I get to jump in the Pro group in a few months
The guy and son buying the car scenario is a great way to show how important it is to understand your audience!
It tells the story REALLY FAST!
Definitely does! You nailed it! Great live Dave! Glad to see another guy from the Tri-State area crushing it!
Thanks!
OK, you closed me: I'm going out and buying myself a "chick magnet" today. ;-)
Time please or it didn't happen!
Brilliant. Seriously, one of the most entertaining and informative Futur shows I've watched. Thanks guys!
I couldn't catch this live but, I'm enjoying today! Glad you brought up U&LC, it is still so inspirational I recently did a search for a trip down memory lane. Thanks Chris and David.
Thanks you Debra!!!!
this was great - thanks so much for sharing. I soak up something new (and useful) every time I tune in to David.
41:10 "you send a thank you email, I'll break your fingers" 😂
thank you futur,
thank you Chris Do
thank you David
1:22:00
If you want the most amazing hour and half of my year then more questions and answers like Chris asked at 56:20. Where the answer has to be a boot level process not a 30k overview.
Q:
I’m a solopreneur or branding shop of 1 to 5 people. What can I do?
A:
For the client, list what’s expected of us. Then list what will amplify us.
i.e. Be able design a logo plus a system so it works everywhere.
It’s easy to fall into the 30k overview. But sadly it’s rife. At best it’s ineffective and at worst a long drawn out sales pitch disguised in 30k overview wrapper. Chris Voss author of “Never Split the Difference” is really good at boot level process in book and videos.
all time your starting promo video & music make me nostalgic. it's awesome man
9:35 to skip the stuff that doesn't apply to use viewers from the Future =]
that was freaking the most amazing hour and a half of my year
LOVE IT!!!!! Thanks Sylvan!!!
I can't even with the mouse cursor on David's website.
I'm just now watching this today Sunday April 19, 2020 washing and folding laundry, spring cleaning, and on lock down. Catching up with the Futur Archives. #GraphicDesign
way to multi-task
I want to love the exercise at 57:00 but I can't wrap my head around it. I got the part where you write "What are the things that are expected of us?" then write on the other side "What are the things that may not be expected from us but will add value and amplify those things on the other side?" but what is the point of that? just to get a better understanding of the businesses unique selling proposition?
Truly amazing episode!!
This was amazing! Thank you so much!
BEST 1 HR OF MY LIFE HAHA ;) Great video thank you for your insights
glad to hear.
Thanks for the love and SO glad you got insights and value... ;-)
I think you mastered Chapter 11 from Napoleon Hill's "Think and Grow Rich" on this episode, Chris! : )
lol. i'll have to take your word for it since i haven't read the book.
you are bringing top subjects
Thanks Rukan. The topics of branding, brand identity, design, and "creating universes" is something very special. Appreciate your tuning in. How soon are you grabbing your own hardcover copy of Brand Intervention?
Amazing video, lots of insights
Chris, when you will be writing a book? I would love to read it!
I’m half way done writing one now.
Chris you and your team should make this video a pay to watch! I haven't learn't this much in a video in a very long time. Thank you David and as always, keep up the good work Futur team :)
you can always send us a check, buy the book or donate to charity.
101:10
How many exhibit this level of candor?
so sad i missed the give a ways, had to go to a creative meeting!!! ;0( but rewatching because the information is amazing! thank you!!!
Awesome Monica. Check it out and I look forward to your full response to all the "knowledge bombs" we dropped today! #Branding
you got the good stuff just by watching.
Chris is right!
oh i totally agree!!! i am ordering the book today! thanks!!!
Go HARDCOVER all the way! You'll love it Monica!
What do you guys think of my brand name DREAM IMAGINE CREATE?
sounds more like a tagline.
@@thefutur thanks for the reply. Appreciate it. I actually TRADEMARKED the name for apparel. Disney used it previously and Conair currently uses it for a hair pin. I was given permission from conair to use it in the marketplace. Im in the early stages of building this. So i have been studying branding. I have a website dreamimaginecreate.com please check it out. The idea of the brand is to create appparel that inspires people to follow their dreams through inspirational text on the products etc. Thanks.
Sounds like a tag line true but with background information I can see why you've chosen
Thanks once again for the great knowledge and content. I am not able to donate and purchase premium stuff but I will for sure once I am in a better place financially.
Understood Adam. Keep on creating awesomeness.
Thank you.
Chris scared me with that yes answer
Why?
@@thefutur because I'm not a designer and I'm building a branding agency
OMG Chris, you're looking like a scientist here!!🧐😅
In the white?
@@thefutur Yeah...it suits you well🙌
It is sad how time works, I will never know what is in that link.
Would love to know what was in it though. Let me know if I can still receive it. Thanks.
1:24:17 mentioning Yugo as a comparison brand is legit and funny af...:)) #vellerefontis @davidbrier
P.S. I miss U&lc, too!
it's 90.000 books now
Are the 22 rules in the book or is that some you can get on the side!?
Ryo - The 22 Rules are on the poster, The 33 Steps to Transform Your Brand are in the book. There IS some overlap but they are each distinctly different and the RULES are an AMAZING checklist.
haha thank you David, but now i feel like i need them :D.
How can i still get them? (22 rules)
Chris, you're wearing a lab coat(or a regular white jacket), which makes you look very official, especially against black(maximum contrast).
it's a jean jacket. you like the pop it gives me?
I do, yeah. That's just good art directing/wardrobe!
Ugh! was an hour late. Is there a chance I could get the link to David's rules?
I thought the link would be up for 24hrs?. It was still night time when you guys went live, down under 🙃
sorry guys. see the pinned comment. we'll figure this out again.
What mic do you guys use?
23:15 "k..." lmao thats exactly how I feel with so many of these guests. I mean they definitely have some valuable information, just like the cupcake dude, but its just embellishments of gimmicky stuff.
I let this run in the background and thought I was listening to Bob Saget tell me about storytelling. Look, Dirty Work was a decent movie, but I don’t think I need your tips on storytelling.
I feel some problem in Audio. Do you guys experience any problem on audio?
I want that hat! #raw
go to www.g-star.com/en_us/shop/men/accessories
Where is the link to his book?
The link below takes you to the paperback. Both Chris and I know the hardcover is definitely the superior production values. Hardcover is definitely the recommended one!
DBD International check the show notes for the correct link.
Thanks!!
amzn.to/2r7MWfD
dat yoda tho
...6000 books, one a day ,... it will take hundreds of years - David Brier
বাংলাদেশ থেকে কে কে আছেন?
'Rules enable people to follow' says he wants to give knowledge...Writes a book with 33 RULES ha.
Actually, the book is "33 STEPS to transform the brand you have into the brand you need..." - RULES are ONLY good if you have the knowledge and judgment to make good use of them (or to modify them as needed). Hope that clarifies thing!