Why did more than 29 readers from around the world send me photos of themselves with my new book (like they would with their closest friend)?
It’s pretty freaking amazing.
After all, the insights were 30 years in the making.
Yet, six weeks ago, I published this book after 2 years in the works and 3 rewrites.
The new book, Brand Intervention: 33 Steps to Transform the Brand You Have into the Brand You Need, in just 2 days became an Amazon bestseller, was featured in Huffington Post, and was recently caught in a brilliant Instagram post by Daymond John.
In addition to what Daymond said above, Huffington Post called it “a must-read for businesses” and Amazon buyers have called it “an instant classic” and “the branding bible.”
A Commitment to Brand Intervention
Product launches are every day and can be fleeting compared to movements which are much less frequent, yet longer lasting often with an indelible imprint on some sector of culture.
When you launch any part of your brand, there are 2 vital principles you must adhere to:
- There is no finish line (it’s never over unless you decide it’s over), and
- Every day is another new launch day.
Seriously.
You have to ask yourself, “How do I breathe new life into my product/service every day, every hour, every minute?”
Applied religiously, you may end up with a movement.
This is the essence of Brand Intervention. Not just the book, but the movement of those who live by this as a philosophy for themselves, their careers, and their brands.
Grabbing Opportunity by the…
Part of branding is always paying attention.
Always being at the ready for opportunities.
So when I was speaking with a book owner, the idea came up to send me a photograph of him reading the book. (After all, people were clamoring for the book, and the energy and enthusiasm was electric.)
When it came in the email, I opened the email having no idea what to expect.
The photo was actually hysterical.
Mark’s was the first photo I received. His expression made me ask, “What if others are equally as excited as Mark?”
This told me something I didn’t fully realize: people were not only thrilled by the book, the content, and the design. They were proud to own, like a badge of honor.
Movements Begin with Inclusion, Not Exclusion
So, I started to invite others who’d bought the book to send me photos of them reading the book.
The response was overwhelming.
Besides, it also helped me to see the role of Brand Intervention in people’ s lives: it was a movement. (I was simply attentive to notice the energy and enthusiasm people were exhibiting about the book.)
I never planned this.
I simply jumped on it once I saw how excited people were to receive, own, and read the book.
If you want a movement, you have to pay very close (and constant) attention, and it just may happen.
Helping Fans Share Their Passion: The Ultimate Brand Intervention
A reader sent this photo of himself ice fishing while reading his book:
I received a photo from Victor, the man behind EdTechDigest conveying “Christmas came early”:
A dentist sent this in showing he couldn’t tear himself away from his book, even with a patient sitting there:
With all the Star Wars mania going on, one reader helped make sure Yoda showed up (especially since one of his quotes made it into the book):
In a Midwest chocolate and coffee shop, three employees with their little antlers (for the holiday season) posed with their books:
The owner at Simply Snackin’ threw on some logs, and enjoyed Brand Intervention by the fire.
Sean Wyman’s energy and passion lept off the page. It was one of the earlier photos I received and here he is with his family. 
Podcast genius Jeremy Ryan Slate sent in two photos with his book: 1) and his pig, Remington, and 2) with nine 2-day old Springer Spaniels.
The social marketing guru Ted Rubin sent in this montage:
Brian Butkowski sent in this inspired photo of himself, his oldest daughter, and some cheese he carved into the word “HMM!”(inspired by an image of the word cheese cut out of cheese on page 211 from the book. Brilliant.):
And then there is Jesse from Minneapolis (who was wrestling between reading the book and leaping into a couple of bags of Brand Intervention Coffee):
The Philly-based writer and marketing veteran Steve Olenski sent in this hysterical photo (can you spot any Philly paraphernalia?)
Celebrated photographer and bestselling author Marc Silber sent in this photo:
From sunny Florida came this photo from Jan:
The terrific team at Lucidpress couldn’t keep members of their team from crowding around “the branding bible.”:
Dr. Dan Margolin, a podiatrist in New Jersey, sent in this photo:
And for a total exclamation point, Tom Lavecchia of New Theory sent in this shot enjoying the end of the day with a cigar and an amazing book (feels like a shot from The Godfather):
When Your Movement Takes on New Territory
Then photos started coming in from around the world.
Ian Paget sent in his photo reflecting his location, the UK:
Mayra Chavez from Mexico sent me a message, “David, reading this book is like you being next to me guiding me through the world of branding!” So she sent this amazing photo:
And last, but certainly not least, there’s the amazing Sam Hurley from Leicester, Leicestershire, UK, who not only did an animated gif but even did a short video expressing his love of the book.
The animated gif:
The video:
An amazing thank you and congratulations for all the amazing photos you’ve sent me. Truly.
So, how will you turn your brand into a movement? If you don’t know, buy your copy now (and feel free to send me a photo of you with your book!).
