Quotes From "The Lucky Brand" By David Brier

Look at every ‘revolutionary’ brand or category killer, it had an app, or a feature, or a functionality, or a user experience nobody else at that point could offer. I refer to this as ‘the Killer App’ principle. David Brier

Launching a brand is not for those with thin skin. It takes courage, intelligence and foresight. David Brier

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

We know there are thousands of ways to solve any branding problem a company faces, yet the only valuable solutions are the effective ones. Doing something ineffective in half the time—or “more efficiently” or “more economically”—isn’t progress, but is instead bad business. Very bad business. David Brier

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). David Brier

Why is it there’s no aisle in a grocery or department in a store or menu on a website for “average stuff” or “beige products”? FACT: People never got passionate about mediocre and average. While consumers and clients can find “best deals” and “natural foods” and “artisan goods, ” one doesn’t find an aisle or a website menu tab offering “average stuff” without excelling in something (which might explain that while vanilla is necessary for the ice cream sundae, it’s the hot fudge we all crave and talk about). David Brier

If your brand is a cliché, your brand is losing sales and growth. Why? If your brand is using clichés to promote itself, you’re promoting your “category, ” not your unique, individual brand. Painful? Yes. Solvable? Absolutely. David Brier

Brand growth and dominance is created by having the highest brand value, not the lowest price tag. David Brier

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 “loyalty” 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. David Brier

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

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. David Brier

Your brand exists to differentiate. “Same crap, different day” won’t 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’s simply too busy to listen. David Brier

Having a me-too brand is a death sentence. David Brier

Cookie cutters are for baking, not branding. David Brier

Life is made up of dots David Brier