Fast Company Quotes

“Social media isn’t a brand strategy. Social media is a channel. While it’s important for a brand to develop something to say, it’s more important to create something that will be heard.”
― David Brier

“Cookie cutters are for baking, not branding.”
― David Brier, The Lucky Brand

“Having a me-too brand is a death sentence.”
― David Brier, The Lucky Brand

“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, The Lucky Brand

“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, The Lucky Brand

“Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, “Why didn’t we think of that?” Be very scared of “old tricks” and build a spirit of innovation. It’s the “old tricks” that have the highest risk, not doing something bold.”
― David Brier

“Every great brand goes back to a courageous individual who dared to say 'NO' to the status quo.”
― David Brier, The Lucky Brand

“A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it’s irrelevant. But to the right audience, it’s a passion.”
― 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, The Lucky Brand

“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, The Lucky Brand

“Life is made up of dots”
― David Brier, The Lucky Brand

“And while a brand is so much more than a company’s logo, the logo is one of the key ambassadors to any brand.”
― David Brier

“Launching a brand is not for those with thin skin. It takes courage, intelligence and foresight.”
― David Brier, The Lucky Brand

“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, The Lucky Brand

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

“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, The Lucky Brand

“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, The Lucky Brand

“Customers have a first moment when they discover your brand. If you were to look at it today with a fresh pair of eyes, in fact only through a pair of fresh customer eyes and witness your brand for the very first time, what would you see? What impression would make? Or fail to make? Would your brand blend in? Would it stand out? Would it be memorable, or the leading cause of amnesia amongst shoppers everywhere? Facing the truth of this and fixing it as needed will determine whether your brand thrives or merely stumbles along.”
― David Brier, Great Type & Lettering Designs

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

“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, The Lucky Brand

“Consumers today have become a cynical mob of buyers who believe the reviews and ratings of complete strangers much more readily than your brand's promises and distinctions.”
― David Brier

“When it comes to branding and the ever-changing social media phenomenon, you’re not a mushroom. In other words, you shouldn’t be kept in the dark and fed a pile of...well, you get the idea.”
― David Brier

“Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death?”
― David Brier

“Who are we, and how do we relate this idea in a way that’s meaningful to our customers and the values they hold dear?

In other words, one must define something meaningful. To do that, one must identify to whom this must be meaningful.”
― David Brier

“The biggest mistake brands make are trying to “sell their stuff” rather than clarifying what people are actually buying.”
― David Brier

“It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.”
― David Brier

“The opposite of value is a commodity item with little or no perceived value — which means people are not seeking it out and when they do, it’s merely one of the many choices (so very likely the cheapest offering will get the sale).”
― David Brier

“So it comes down to scarcity, one product or service having qualities you won’t find everywhere or ideally, anywhere. It’s the job of every brand to seek that out as their standard, their stamp.”
― David Brier

“Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing.”
― David Brier

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