Disruption / Interruption

Disrupting Branding - David Brier - Episode # 014

November 18, 2021

David Brier, the President and Creative Director at DBD International has a knack for pulling things apart and getting to the root of an issue by asking a simple question: ‘Why?’ David joins fellow disruptor and host Karla Jo to talk about ways that he is disrupting the status quo of rebranding your company. 

 

Takeaways:

 

  • The most important ingredient to disruption is paying attention. Many companies show up and make a lot of noise, but few take notice of what good disruption and change is and where it is needed.
  • Your brand should properly frame you. You must own your own dialogue and narrative. Your brand is a part of you and it should properly reflect that. 
  • People will not come to new conclusions based on old information. You need to make sure that you sound different in order to get your brand out there.
  • Branding is the art of differentiation and not the art of looking like another brand in your category. 
  • There are three phases to branding; Pre-Sales branding, During the Sales Branding, and Post-Sales Branding. Most companies only focus on two of the three but all three are important.
  • You want to be more connected to the solution to your customers problems and not your own solutions, that’s why Netflix is world wide and there is only one Blockbuster remaining. 

Quote of the show:

 

2:10 “The biggest, most important ingredient to disruption, this may surprise you, my answer is paying attention in the first place. How can you disrupt if you don't even take a pulse of where the things are at. And that to me is the biggest secret. So many companies, CEOs, brands, thought leaders, et cetera. They're just going to show up screaming really loud.

 

Well, that's going to disrupt! Well, what if everybody else is already screaming loud, bozo? That  would be my response to that person who chose to do that. So it's paying attention, so it's going, okay. Take a pulse where stuff is at, right? Because you could disrupt smartly. You could disrupt stupidly, right?”

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