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

“Remember how shocked I was to discover Amazon had over 8,000 branding books? Well this I know: when a specific discipline has that many opinions on one subject, something fundamental is always missing. Always. The omitted fundamental? A definition and a universal reason for branding. And it came down to four words:”
― David Brier, Brand Intervention: 33 Steps to Transform the Brand You Have into the Brand You Need

“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

“The smartest and most productive groups (and entrepreneurs) I’ve ever known have several traits in common:

1. They are always curious.
2. The intelligence of others doesn’t intimidate them, it excites them.
3. Acknowledging that they don’t know doesn’t scare them.
4. New ideas strengthen their resolve to discover more and question more.
5. Admitting “I don’t know” is an asset, not a liability.”
― David Brier, Rich Brand Poor Brand: How to Unleash Your David in a World of Goliaths