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Image of the quote is loading... SaveSave The biggest mistake brands make are trying to “sell their stuff” rather than clarifying what people are actually buying. - Quote by David Brier

The biggest mistake brands make are trying to “sell their stuff” rather than clarifying what people are actually buying.

David Brier
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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.
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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.
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Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, “Why didn’t we think of that?” Be very scared of “old tricks” and build a spirit of innovation. It’s the “old tricks” that have the highest risk, not doing something bold.
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A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it’s irrelevant. But to the right audience, it’s a passion.
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Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death?
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Who are we, and how do we relate this idea in a way that’s meaningful to our customers and the values they hold dear?In other words, one must define something meaningful. To do that, one must identify to whom this must be meaningful.
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