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.”

“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.”

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

“Life is made up of dots”

“Ideas are the currency of innovation.”

“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.”

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

“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.”

“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).”

“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.”