Brand Intervention: 33 Steps to Transform the Brand You Have into the Brand You Need

Having read probably 150+ titles dedicated to branding, it's one of the few areas of marketing/business where I usually come away unfulfilled.Not so here. "Brand Intervention" is a top-tier work that all practitioners ought to read and most should have hard copies easily accessible. It's a unique offering in several positive respects - not the least of those being the author's passion for subject being so clearly in evidence - and to explain why I think so, allow me a few words on why I think most books on branding miss the mark.1. There's a chunk that are just as bad as most companies and even some agencies in lacking a basic understanding of what a brand is, suffering from the misconception that a firm can just choose its own brand, case closed. As most marketers know, a brand at its most basic is the compilation of perceptions that prospects, customers, etc. have of a firm. The firm can have a desired state brand. It can choose a cool tagline, great design etc. But the firm doesn't get to slam the brand down the market's throat - quite the opposite - the market ultimately determines the brand. All the firm can do is everything possible to shape market perceptions to align with the desired state brand.2. A few of these books will note in passing that "a brand is not a logo or a tagline" and then spend the whole book on logos and taglines. Those are both important brand assets, but they're not the brand. And I don’t last long with these particular books.3. The case studies in many branding books are close to useless. They lack numbers, visuals or both and resorts to, in my view, backfitting successes - e.g.,the company had made an internal decision it needed to do x, y and z. It did. It seemed to work. Thus, it must make a good case study. That does nothing for me.4. There's the slug of tremendously tedious academically-inclined (and I usually love that) branding books. I believe brands are conducive to market research and in respect of academia, to behavioral finance. But frankly, branding isn't a physical science or anything that ought to require such plodding. One could certainly write a book in this field that's heavily academically-sourced but doesn't read like a doctoral dissertation on some concept (4 Ps) that stopped being fully relevant a decade ago,5. Somewhat stunningly more of these books than you’d think don’t advise the firm on next steps. At the minimum, I’d hope an expert author would advocate that a firm ask itself questions like “What's our brand now (this entails customer research, executives sitting around guessing is useless)? "What's our desired state brand?" “Is that desired state brand going to be relevantly differentiated in the eyes of customers?” “Is the desired state brand consistent with attributes the firm actually has?” and “Is the desired state brand specific enough to be differentiating but not so specific such that if the business needs to pivot, it needn't necessarily also have to rebrand?" Of the books out there, very few manage to hit on all those questions with any value added.With all that in mind, let me turn to David Brier's offering. Apologies for the length, but there’s a lot to like, it’s often best described by referring directly to the text and David’s writing is so good that it’s frequently a better idea to quote him. In any event:1. The book is what it was it claims to be, To be clear, the book is a not detailed step-by-step sequentially laid out process for rebranding. But it doesn't claim to be. Its promise to the reader is that the book “is like having an all you can-eat-buffet, in two distinct parts. One part consists of short, actionable points – the exact points to stupid-proof you against brand-speak and other bits of corporate stupiditiy. No wasted words and zero waste of your time. In other words, this is not a feel good book. It’s an action book.” That’s right on the money. This first part of the book could be considered the “33 laws of great branding” succinctly laid out besides succinct guidance on application. The author is true to his word in that no time is wasted but the importance of the material is so adeptly laid out that, despite using minimal words, the author is able to both introduce the concept and clearly explain why it matters. The second part of the book is the “Brand Intervention Playbook.” Concise but effective case studies applying lessons learned. More on these in a bit, but while not long, the case studies are designed such that they’re really effective.2. As promised, this is a hard hitting action book. For a topic like branding, to really have virtually no BS is impressive. No sentences are wasted here. Short, punchy sentences, this book comes after you. It made me recall - in the best sense- my boxing as a kid, and the trainers always yelling to keep my hands up not matter how beat I was and to stay on my toes. That mentality makes the book even more fun.3. In being what it claims to be, the book is fantastic: Mr. Brier is clearly excited about the book and subject matter and one can tell he loved writing it, but he engages in no hyperbole about its quality. As it happens, in keeping it promise to readers, it’s simply just exquisitely presented.4. It offers a four word definition of branding and its relevance that is certainly largely on the mark and later on its built out further such that it nails it as well as I've seen. In my opinion, some of the best branding material recently has much to say about relevant differentiation. So I was pleased to find that here too. The author defines branding and its importance simply as “the art of differentiation.” And a bit later, the explicit point is made; brands need to be "vitally relevant." Finally, and be still my heart, as I make this point within my agency over and over, one of the mini-chapters is labeled ”What you do doesn’t matter.” Here, the author is hammering the point I noted above: the firm doesn’t have the final vote on its brand. To give a sense of the style, which is somehow equal parts simple, eloquent, and aggressive, Mr. Brier writes: “Your brand is not what you do or make. It’s what your customer gets that changes their lives for the better.” That’s pretty perfect.5. The book opens with a wonderfully conceived “anti-best practices” Venn Diagram that really does help illuminate the actual best practices. I wish I could reproduce it here but it's worth trying to recreate it in words as follows:a. Title "How to create a crappy brand in three easy step (something this book helps you avoid)."b. Circle A: using clichés to convey brand value and distinctionc. Circle B: Copying what other brands are doing to steer your own brandd. Circle C: Seeking advice of mother/spouse/next door neighbor's dog about what your brand should be doinge. Overlap of A + B = "me too messaging"f. Overlap of A + C = "useless crud"g. Overlap of B+C ="Mindless waste"h. Overlap of A, B, C = "Crap"6. The book teases out what is actually a profound element of branding theory but that doesn’t get addressed often enough. Many authors still being stuck in misconstruing Michael Porter as having written that a firm can compete on product or price (so far, ok) and it doesn’t matter which one (not ok anymore). Mr. Porter said no such thing and Mr. Brier is on top of it. A recurring theme in the book is that a brand simply cannot be filled with clichés or be perceived as being typical for an industry. If an industry has no differentiated brands with respect to product/value, you’re left with a commoditized industry where the only competition can be on price. And, of course, if firms can only compete on price, they have to lower their prices again and again. This isn’t a point I’ve seen made in any other work on branding I’ve read, or at least not a point I've seen called out and given the important treatment it deserves.7. In making a useful but well-known point that great brands aren’t and can't be boring, Mr. Brier pivots to a great insight relating to social media. The essence of the argument: social media so often fails to meet the expectations of brands because while the brand have put in the work to develop followers, etc., if they don’t actually have much to say, don’t have great content to offer, folks quickly reassess whether the brand is even worth following.8. One of the briefest but most powerful cases for differentiation that I’ve seen. I love writing like this from Mr. Brier: “Differentiate, if your goal is to grow. Differentiate, if your goal is be seen as valuable beyond your price tag. Differentiate, if you want others to care about your product or service as much as you do. Differentiate, if you want to survive.”9. Actionable wisdom throughout. A brief illustrative list of the types of areas touched on:i. Customers begin a relationship with the brand pre-purchase, continue at purchase and continue post-purchase: but too many firms view the brand as a funnel tool to get to the transaction and fall down in cultivating the post-purchase relationship (the phase most conducive to locking in loyalty)j. an argument that, as innovation is simply a major cost of doing any kind of business today, brands can and should seek to be truly innovative, aiming for something “unbelievable, unimaginable, unanticipated and unstoppable.” Indeed, the author argues that given modern business, a brand’s goal must include “failing bigger.”k. Committees are simply lousy choices to try and effectuate rebrandings.l. A call for brands to both pragmatically tackle the small things in front of them but to plan for a bigger evolution. “Ask yourself: Who can we transform by our product? What complacency can we disrupt? What frustration can we transform…to revolutionize how things have been done for way too long? What monopoly can we democratize for an underserved group of people?" For me, this is both a bold call to action and rock solid business counsel.m. Brand should at minimum be receptive to and have contingencies for taking bold, revolutionary steps. Mr. Brier puts this beautifully: “Replace being timid with being smart enough to say no when you encounter crap and yes when you’re lucky enough to be in the presence (and quick enough to spot) awesome.”n. Too many brands are being driven; the brand needn’t start steering right away but it should prepare to be ready to do so before it’s forced to.o. Brands need great brand stories, and great brand stories need both heroes and villains – so your brand can’t just be for things, it has to be against something as well.p. Brands must avoid mistakenly attempting to use the same words (and images and promises) to differentiate themselves. That’s nonsense, really the opposite of what's needed.q. the brand must have an established voice before social media should even be thought about.r. My final quote re: brands erring on having a broader scope: “If in doubt go bigger...allow your brand’s scope to intimidate you a little. Then you’ll gradually expand to fill that trepidation with .achievement…just imagining what the next evolution of the brand can be is often terrifying and liberating at the same time. And by expanding the size of your vision, your triumph will dwarf what previously scared you sh*tless."s. Make sure the brand provides for customers making new discoveries because today’s innovations are tomorrow’s mainstayst. Persuasive argument that buyers innately buy on differentiation – they’ll buy on price if price is the only differentiator (which would mean an epic fail by the brand),u. The well phrased notion that great brands are built backwards from a future idea of what can be and that great brands fill the gap between that future state and the present state.10. The Playbook is terrific – because I’ve rambled so long on part 1, I’m not totally doing part 2 justice. The Playbook contains 13 brief case studies that the author has personal familiarity with and emphasizes concepts in part 1 while taking them a step further. They’re very well done but the differentiator here are the beautiful pictures of before and after shots of brand-associated collateral. Really rare in these sort of books to be able to truly visualize what the case study’s about. It’s terrific and the visuals also serve as mini-cases of improved design supporting improved branding. i= Some of the subjects:v. Avoiding clichésw. Realizing that a sale is much closer to the start of a relationship than the endx. Clearly opposing somethingy. Embracing disruptionz. Being clear on what customers buyaa. Staying relevant and nimblebb. Being about what’s nextcc. Using design to differentiate and unifydd. Conveying what customers buyJust a fun yet illuminating book and package that brings ton of value. Couple that with a unique voice and style that is equal parts blunt, profound and inspirational, and you're getting into rarified air.Terrific resource that I’ll be referring back to and thanks to Mr. Brier.

This book actually shows you what good vs bad branding is. Gives you principles and fundamentals to think with. It really is distilled down to it’s essence.

Strong recommendation. This book lays out the ground rules, traps and pitfalls you need to observe. And on top, a fast, fun read! 😁 If you are running your own business this is a must.

The Physical Book:I am so glad I bought the hardcover book. The book itself is so beautifully crafted. The colors are vivid and vibrant and would stand out on any coffee table or bookshelf in any home library.The Content:The content in this book is very straight forward. No fluff. It literally states 33 steps to change your marketing and craft a brand that not only stands out from the crowd but creates its own image that is unique unto itself. It does not matter which market you operate in today; you need to differentiate yourself in order to carve out a niche in it. The only way to do is to be unique. Price alone may help you to a certain extent in breaking into a market, but it is a challenge to maintain pricing when new competitors come along. Don’t make your brand all about the price. Make it about your brand!

I’m delighted in what David had to share about Branding. He is right on, and his successes are impressive. It is a good guideline to follow. I’m certain there is much more to learn from David Brier.

I don't write reviews often.. so I kind of feel bad even writing this one. But here is the gist.The paperback is not that great, but the hard copy is massive and pretty cool. It gives a coffee table book sort of vibe.I got the Kindle version, which is not properly edited so it comes off as super clunky and if you are using your phone you better have a large one. I have a Note 8 and it was not that bad (do to size), but it wasn't good either. The information in this book is good, but it is not new.It is stuff he feels we should know... So maybe I should take what I know as credible. But when I dive into a book that sells at the price point this book does I aim to get something that will benefit me. I can't say I got that.This may come from a biased place, just based on the fact I love to read and intake information constantly. I can get a lot of ovlap information.... But usually I can walk away with a new insight, which I can use to grow my own business.I read over the course of a day so maybe I need to come back to it... Which I will. If I change my mind I will review higher.

I really enjoyed David’s book and I have become a fan of his weekly Marketing Minute videos. The book is an easy read which simplifies the mythical subject of branding. It distills the ideas down so they are “relatively” easy to implement. The key takeaway for me was that your Brand or Branding will happen with or without you. The problem is that if you don’t take the time to design it, then don’t complain if it’s not what you want. And you don’t have to be a “designer” to do this. Design equals taking the time to actually think about what you want and then acting on it. You know the saying - there are those who make things happen and those who wonder what happened.

I devoured this book in an afternoon. David is both a concierge and a sommelier of branding. He guides you gently to learn, pause, reflect and then instills humor and great examples with his playbook. This is one of the best books I've ever read!

Its not really data but more of a voyage ... you get acknowldged and inspired, its just plain and bottomline information given in an inspiring way ... in a criptic way it gets you to become aware of the underlying dinamics ... I am good with grafics, adding this kind of viewpoint makes the recipe complete, thanks david for sharing your core truths ... your book is worth its weight in gold

Nice book for startup companies and employees.

David Brier is a master by placing the acupuncture needles of his sharp analysis exactly at the spot where unhealthy branding can be transformed to thriving business success. Short, blunt, highly effective and sustainable input that might give us a sleepless night, but reward us with a great awakening! We wil then need to get down to work, but do so with a big smile on our face!

I have read many branding and design books over the years, this is undoubtedly the best one.The clear and concise design of the information inside is perfectly digestible. There is no fat or filler, it is pure meat!Anyone interested in branding or marketing this book is a must read. Its focus on a human centred branding, makes for a compelling read. I was furious scribbling down notes as I flipped through the pages. I took only a week to read but I will the referencing it for many years to come.I can not wait to use what this book has taught me in my own work. It has really opened my eyes to a whole host of new branding ideas, after reading this book you will never look at branding the same way again.BUY IT NOW!