startup survival kit: 13 brand killers to avoid like the plague
Post on 21-Oct-2014
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@davidbrier
StartupSurvival Kit13 Brand Killers to Avoid Like the Plague
In the next 24 hours,18 new companies will open their doors17 of them will violate this warning.
there is a #1 killer of brands:
Clichés
there is a #1 killer of brands:
Clichésthey suck the lifeout of everything
there is a #1 killer of brands:
Clichés
Cause o
f Death
:Pro
longed
exposu
reto p
redict
able cl
ichés
they suck the lifeout of everything
This is not the killer
a xbhc
This is not the killer
It’s stupidity that’s the killer
a xbhc
the cure?
the cure?knowledge.
Here are13 known
“brand killers”to avoidat all costs
Here are13 known
“brand killers”to avoidat all costs
!ile"ome of the
following examples are
most obvious in the
technology"pace, their
boring predictable
mediocrity is"omething
to eliminate from all branding.
!and "ller #1DESCRIBING YOUR BRAND WITH THIS
Get your free copy of“The Lucky !and” ebook
,ylp
!and "ller #1DESCRIBING YOUR BRAND WITH THIS
best of
breedGet your free copy of
“The Lucky !and” ebook
,ylp
!and "ller #1DESCRIBING YOUR BRAND WITH THIS
best of
breedTrust me:
It’s no more special hearing it from you than
from the previous 575 companies that said the same thing.
Get your free copy of“The Lucky !and” ebook
,ylp
!and "ller #2STARTING OUT ANY OFFERING WITH
Get your free copy of“The Lucky !and” ebook
lpiu[
!and "ller #2STARTING OUT ANY OFFERING WITH
leading provider
of...Get your free copy of
“The Lucky !and” ebook
lpiu[
!and "ller #2STARTING OUT ANY OFFERING WITH
leading provider
of...Every company
has sipped gallons of its own
kool aid and is absolutely certain nobody has what they have. This is substance abuse
at its best.Get your free copy of“The Lucky !and” ebook
lpiu[
!and "ller #3USING THIS DESCRIPTIVE ADJECTIVE
Get your free copy of“The Lucky !and” ebook
,ylp
!and "ller #3USING THIS DESCRIPTIVE ADJECTIVE
next generation
Get your free copy of“The Lucky !and” ebook
,ylp
!and "ller #3USING THIS DESCRIPTIVE ADJECTIVE
next generation
There’s nothing “next” about this phrase exceptto reinforcethe yearningthat the next
presentation be better than yours.Get your free copy of
“The Lucky !and” ebook
,ylp
!and "ller #4 UTTERING ANY VERSION OF...
Get your free copy of“The Lucky !and” ebook
,ylp
!and "ller #4 UTTERING ANY VERSION OF...
committed to
excellence
Get your free copy of“The Lucky !and” ebook
,ylp
!and "ller #4 UTTERING ANY VERSION OF...
committed to
excellence
It’s assumed you’re
committed to something.
But stating this proves your idea
of excellence compared to
anybody who’s in business
are worlds apart. Get your free copy of“The Lucky !and” ebook
,ylp
!and "ller #5PROMOTING YOUR COMPANY WITH
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #5PROMOTING YOUR COMPANY WITH
dedicated team
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #5PROMOTING YOUR COMPANY WITH
dedicated team
Using this proves only one thing:
You’re dedicated to overused, tired and dull clichés.
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #6REFERRING TO YOUR SERVICES WITH
Get your free copy of“The Lucky !and” ebook
g h96 5
!and "ller #6REFERRING TO YOUR SERVICES WITH
best practices
Get your free copy of“The Lucky !and” ebook
g h96 5
#and $ller #6REFERRING TO YOUR SERVICES WITH
best practices
Use of this phrase is evidence that
you wouldn’t know a best practice if it
paraded in your reception area in fluorescent
undergarments.Get your free copy of
“The Lucky !and” ebook
g h96 5
!and "ller #7USING THIS IN ANY SENTENCE EVER
Get your free copy of“The Lucky !and” ebook
q wryt; , [ ]iul
!and "ller #7USING THIS IN ANY SENTENCE EVER
mission critical
Get your free copy of“The Lucky !and” ebook
q wryt; , [ ]iul
!and "ller #7USING THIS IN ANY SENTENCE EVER
mission critical
Houston, we have a problem.
Get your free copy of“The Lucky !and” ebook
q wryt; , [ ]iul
!and "ller #8LOSING GROUND WITH THIS DINOSAUR
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #8LOSING GROUND WITH THIS DINOSAUR
going that
extra mile
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #8LOSING GROUND WITH THIS DINOSAUR
going that
extra mile
Have you noticed dinosaurs no
longer roam the Earth? Use this cliché and you’ll follow their path.
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #9STATING THIS INSTEAD OF SHOWING IT
Get your free copy of“The Lucky !and” ebook
7 8 65 0 87
!and "ller #9STATING THIS INSTEAD OF SHOWING IT
culture of innovation
Get your free copy of“The Lucky !and” ebook
7 8 65 0 87
!and "ller #9STATING THIS INSTEAD OF SHOWING IT
culture of innovation
If you have to resort to stating this cliché, you’re
not only not innovative, you’re putting everyone
in the room to sleep.
Get your free copy of“The Lucky !and” ebook
7 8 65 0 87
!and "ller #10USING THESE 3 SYLLABLES OF DEATH
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #10USING THESE 3 SYLLABLES OF DEATH
cutting edge
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #10USING THESE 3 SYLLABLES OF DEATH
cutting edge
So 80s.Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #11USING THIS MARKETING ARTIFACT
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #11USING THIS MARKETING ARTIFACT
state of the art
Get your free copy of“The Lucky !and” ebook
wsxvb
!and "ller #11USING THIS MARKETING ARTIFACT
state of the art
The sure-fire way to insult
someone’s intelligence in 4 words.Get your free copy of
“The Lucky !and” ebook
wsxvb
!and "ller #12SAYING THIS NOT-SO-SMART PHRASE
Get your free copy of“The Lucky !and” ebook
;i[m
!and "ller #12SAYING THIS NOT-SO-SMART PHRASE
knowledgeable staff
Get your free copy of“The Lucky !and” ebook
;i[m
!and "ller #12SAYING THIS NOT-SO-SMART PHRASE
knowledgeable staff
It’s assumedyou have
knowledgeable staff. It’s also
assumed they breathe regularly,
take of their personal hygiene and show up on
time. Other details that you also
wouldn’t point out.Get your free copy of
“The Lucky !and” ebook
;i[m
!and "ller #13USING THIS MEANINGLESS PROMISE
Get your free copy of“The Lucky !and” ebook
nbmn,
!and "ller #13USING THIS MEANINGLESS PROMISE
world class
Get your free copy of“The Lucky !and” ebook
nbmn,
!and "ller #13USING THIS MEANINGLESS PROMISE
world class
This was once a meaningful
phrase. It’s since become an
overused phrase that says more about a lack of
ingenuity in differentiating
your brand than providing any
relevant meaning.Get your free copy of
“The Lucky !and” ebook
nbmn,
All those brand killers belong
here:
wsxvb
now you know.so, Practice the
following:
@davidbrier
now you know.so, Practice the
following:
@davidbrier
look outside of your industry.
now you know.so, Practice the
following:
@davidbrier
look outside of your industry.
know that if it bores you, it will
bore others.
now you know.so, Practice the
following:
@davidbrier
look outside of your industry.
know that if it bores you, it will
bore others.
Dare to stand out. There’s less risk
that way.
Need more insight into creating a brand?Check out:
Follow @davidbrier Subscribe: www.risingabovethenoise.com
Want more?
Want more?Subscribe at RisingAboveTheNoise.com
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Follow David Brier on twitter:@davidbrier
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Follow David Brier on twitter:@davidbrier
Design, art direction and text by David Brier of DBD International
Copyright 2013 DBD International
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