Branding is highly competitive—some consider it an extreme sport. It is also grossly misunderstood.Used correctly, you can navigate your brand to rise above the noise. As written in the introduction to this book, "So it intrigued me when an interesting point arose during a recent discussion: What if you've succeeded in achieving some degree of brand elevation? How do you maintain it? How do you stay aloft? And, are there exact strategic steps you can take to achieve sustained brand flight and elevation?"
With all the hoopla on branding, plus all the costly mistakes most companies make for what they think is branding, it was time a book was written, on what it really takes to get a leg up on the competition, achieve brand elevation and sustain it.
As unique as the book itself, the "package" had to live up to the principles outlined in the book.
The special editions that stand on their own.
"Must-have for any professional who has a brand...""Having worked with David on the branding for a number of my companies over the last 20-plus years, I wanted to get my hands on David's book. I just read (more accurately: experienced) Defying Gravity cover to cover. Twice. Powerful stuff and must-have for any professional who has a brand, needs a brand or manages a brand."
Brad Wendkos, Truefire.com
And while you usually can't judge a book by its cover, this just may be the exception. Shown below is the Business Edition now available.
"One of the best branding minds and talents in business today...""Knowing the brands he has helped create which can be seen practically anywhere you look, I was determined to have David help me overhaul my salons brand located in the most competitive city in the world. The way David Brier worked with me and embraced my project, I felt like my brand was the most important brand in the world and got a close and behind-the-scene look at why he's considered one of the best branding minds and talents in business today. David didn't just help our brand evolution, he initiated what is factually our brands revolution."
Joanna Vargas, NYC celebrity skin care specialist
From the Introduction:
Why This Book was Written
Have you ever admired something that seems extraordinary and wondered, "Why is that so great?" and "What makes that stand out so much more than other stuff I see, hear or experience?"
Candidly, that's what I've done most of my life—starting with art, then design, expanding into music, food, architecture, words and more: I have always wanted to know what made one thing OK, another really cool and yet another, on a whole new scale, breathtaking and simply amazing.
Since growing up in my native New York City, I've spent much of the last 25 years helping companies present themselves to the world with the goal of rising to this level of "simply amazing" in their respective marketplaces. I've been fortunate enough to have had more than my fair share of clients who shared this goal with me, and so allowed the result to have that air about it that seems to defy gravity.
So it intrigued me when an interesting point arose during a recent discussion: What if you've succeeded in achieving some degree of brand elevation? How do you maintain it? How do you stay aloft? And, are there exact strategic steps you can take to achieve sustained brand flight and elevation?
After working over the last quarter of a century on nearly every aspect of branding—for industries as divergent as cosmetics, holistic foods and ice products to chocolates, coffees and cocoa mixes—I've learned key lessons that I've passed along to many clients: essentially, what to do and what not to do. This book summarizes and, by example, covers the eight underlying principles that make true branding possible.
Our purpose is to help our clients' brands defy gravity and rise above the noise. We are not in the business of making things look prettier, seem more trendy, or of designing solutions that are merely cosmetically improved. Our firm and our clients—by working together and by intelligently applying the above purpose—bring into being a formidable force against anything adventurous enough to stand in our way.
This book outlines projects showing how we've applied these principles to help our clients experience unprecedented growth, expand to their greatest hopes or to revive an ailing brand with renewed meaning and success. After reading a great many books on branding, I thought it was time for a book that not only talked about it but also showed the actual use of those branding concepts in practice. I hope this will be as useful to you as it has been for our clients.
Looking is one thing. Seeing is another. These principles help you do both.
Born in Brooklyn, New York, David Brier is the president and creative director of DBD International, Ltd. David Brier has over the course of nearly three decades received over 300 industry awards producing work for national and international companies as well as regional and local companies and projects. As an alumni of the renowned School of Visual Arts in New York City, his work, and the work of DBD International, can be seen in retail, non-profit and business-to-business applications helping those organizations outshine and out-elevate their competition. Among DBD's client list are Big Dot of Happiness, Estée Lauder, Feldman Mall Properties, cellist Eugene Friesen, Jim Henson Associates, Loehmann's, Mabel Tainter Center for the Arts, National Cooperative Grocers Association, New York Times Sunday Magazine, Revlon, Rolling Stone magazine, Tower Realty Trust and Wells Fargo among others.