David Brier

“A common mistaken conclusion made by companies is they think ‘people are cheap’ and want only the best price. That’s only true if you’re only giving them the same dismal choices with no differentiation and thus no value. That is the exact point when consumers start to look at price.”
― David Brier

“Because richer brands are richer by a different set of metrics.
It’s in how they solve problems for their clients:

They are richer than the obstacles they seek to overcome.

They are richer in approach than those who came
before them.

They are richer in ingenuity than a large, cumbersome company with lots of bureaucratic red tape, internal politics, and a lack of team autonomy and nimbleness.

They are richer because they’re selling the right thing and don’t confuse what they make or deliver with what the customer is actually buying.

Because they are richer, they are more limber and able to react more swiftly.”
― David Brier, Rich Brand Poor Brand: How to Unleash Your David in a World of Goliaths

“Great brands have wonderful things to convey compared to lousy brands. When lousy brands say “great service,” it means something very different than when a great brand utters the same words.”
― David Brier, Brand Intervention: 33 Steps to Transform the Brand You Have into the Brand You Need

“Great brands compel us.
They read our minds.

They reflect what’s in our hearts.
They “get us.”

They inspire us to do things spontaneously.

They help us overcome indecision and stagnancy.

Without a second thought.”
― David Brier, Rich Brand Poor Brand: How to Unleash Your David in a World of Goliaths