Brands like Oatly have successfully differentiated themselves and become one of today’s iconic brands through bold and irreverent visual styles, creating a unique space in crowded categories.
Some stats help frame the importance of this:
- 55% of first impressions are visual, underscoring the power of a distinct identity.
- 81% of consumers need to trust a brand before considering a purchase.
- 68% increased repeat purchases result from superior customer experiences.
- 51.88% of customers value authenticity in branding, fostering loyalty.
- 53% of bad experiences lead to reduced spending, highlighting the need for quality and service.
Iconic brands succeed by questioning assumptions, embracing trust, and delivering unexpected customer experiences. These two quotes from my new bestseller emphasize these points.
Here’s a collection of some of the iconic brands I created that are featured in Rich Brand Poor Brand, How to Unleash Your David in a World of Goliaths:
Iconic Brands: Why They’re “Better” for Growth
With two #1 Amazon bestsellers and $9.8 billion in client sales, I’ve seen how unexpected ideas drive success. Differentiation, not imitation, fuels originality.
Iconic brands, like great thinkers, don’t settle for the obvious. They question assumptions and embrace the unexpected.
Bold Moves and Big Culture: The Future of Branding
A rich brand isn’t about size or industry. It’s about culture.
As I often say, “Your brand lives out there. But it comes to life in here, with us and our people.” The heartbeat of iconic branding begins internally before it ever reaches the world.
When brands delay “perfect launches” to focus on solving real customer problems, they sharpen their edge and create something truly remarkable.
Leonardo da Vinci’s “delays” led to innovations that transformed his art, proving that incubation isn’t stagnation—it’s preparation for brilliance.
As Coach Tony D’Amato (played by Al Pacino) famously said in Any Given Sunday, “Either we heal, now, as a team, or we will die, as individuals.”
The same holds true for brands. A unified culture isn’t a luxury—it’s essential for survival and success.
Here’s how to get this in for you and your brand.
For decades, I’ve helped brands rewrite their stories, redefine their markets, and rethink the rules of engagement.
What I’ve learned is: to be iconic, a brand must master the unexpected with audacity and vision.
- Trends are rewritten, not followed.
- Ask, “How can we be unforgettable?”
- Visual identity is key to first impressions.
- Trust fuels credibility and long-term success.
- Customer experiences define brand longevity.
- Improve existing ideas in ways others overlook.
- Boldness beats being first; take calculated risks.
- Unified teams drive sustainable growth and innovation.
- Solve real customer problems before chasing perfection.
- Procrastination, when focused, creates space for brilliance.
- Flawless starts are myths; relentless reimagination matters more.
- Great brands embrace experimentation, not fear of failure.
- Question assumptions to uncover unique opportunities.
- Action beats inaction; fear of failure stalls progress.
- Persistence turns bad ideas into breakthroughs.
- Stand out through differentiation, not imitation.
- Iteration sharpens ideas into game-changers.
- Culture is the heartbeat of brand success.
- Embrace doubt as a tool for refinement.
- Authenticity builds trust and loyalty.
More brands from the RICH BRAND PLAYBOOK section of the new book:
Procrastination, Iteration, and Innovation: The Secret Sauce of Great Brands
Procrastination, often misunderstood, can provide the space where groundbreaking ideas simmer.
The best brands don’t fear iteration; they fear blending in. Testing, refining, and evolving are their secret weapons.
Successful branding doesn’t mean inventing something entirely new. It means improving something in a way no one else has thought of.
The best brands, like Edison or Mozart, don’t fear bad ideas. They know volume and persistence often lead to brilliance.
Unify, Adapt, and Shine: Building Brands That Redefine the Future
For decades, I’ve helped brands rewrite their stories, redefine their markets, and rethink the rules of engagement.
What I’ve learned is simple: to be iconic, a brand must master the unexpected with audacity and vision.
To unleash your brand’s full potential, don’t follow trends—rewrite them.
Differentiation isn’t about fitting in; it’s about standing out with confidence and clarity.
Fear of failure is natural, but the real risk isn’t failing—it’s failing to try.
Whether you’re building a billion-dollar idea or creating a bestseller, the journey begins with one bold question: How can we be unforgettable?
In 2025 and beyond, those who embrace the unexpected don’t just stand out—they redefine the future.
TL;DR: Master the Unexpected in 2025
A rich brand begins with culture, thriving internally before making its mark externally.
Iconic brands succeed not by being first or biggest but by mastering intelligent differentiation.
They embrace doubt as a tool, turning “good enough” into “game-changing.” Procrastination, often misunderstood, creates space for breakthroughs, just as iteration refines brilliance.
Key Takeaways on Iconic Brands:
- Culture Comes First: A brand’s strength starts internally with its people and values.
- Cautiousness is Natural, but Inaction is Riskier: The biggest failure is failing to try or put a committee in place of decisive leadership.
- Differentiation is Key: Success isn’t about being first; it’s about being intelligently different.
- Doubt Fuels Growth: Doubting ideas—not potential—drives experimentation and refinement.
- Procrastination Unlocks Creativity: Delays create space for groundbreaking ideas to emerge.
- Iteration Over Perfection: Testing and refining are essential to standing out.
By the way, don’t know where to start? Schedule a discovery call with me.
