2014 (setting 2015 up for crushing it) was a remarkable year with many milestones (last week, I sent out “My Holiday Elfie” which if you missed, you can check out here).
2015 Highlights
It was a year when Forbes.com did an interview on me about the two types of brands (a book is being worked on as we speak).
It was a year packed with incredible branding achievements:
- Working with a global crowdfunding firm with a Nike veteran as one of its key partners achieving an amazing world-class rebrand
- Digging deep to help a market research firm reinvent itself by redefining what it means to clients and prospects (starting with its name straight on through its entire brand identity and messaging
- Catapulting a company that released a new skin care line to blow away its 2,200 international customers reps
- Helping an 80-year-old co-op with over 69,000 members redefined what it means and stands for embracing its roots: posts 1, 2 and 3 (the interview on Brand Vocabulary)
- Rebranding a 7,000 square-foot luxury log cabin (in the peaceful oasis of the Midwest) to become the place to book for getaways, family reunions or special times with colleagues and/or friends
- And how four messages were brought to life with the competition-crushing power of video storytelling
Making a Splash (Again)
Yet one campaign seemed to catch everyone’s attention helping this start-up launch a new product for a very exact audience: athletes who need to cut their recovery time in half: Defiance Fuel. I first introduced the brand’s case study here and then showed the killer video that resulted in a 100% sign-up rate amongst athletes. The title for that video is a two-word title: GAME ON.
That set them up with a powerful beginning.
So How Do You Follow up Such a Powerful Start?
With an amazing video with another two-word title: BEAT THIS (If you haven’t seen the original video listed above that laid the foundation for this one, I recommend you check it out first.)
It’s a celebration of the irrefutable attitude of winners, of doers, of those who refuse to be stopped by anything. Or anyone.
It’s the ultimate conclusion to 2014 and the perfect message to kick start 2015 from the brand devoted to helping make local athletes unstoppable legends — the perfect year-end message to celebrate those who refuse to say NO to obstacles, excuses, and “reasons why something cannot be done.”
Dedicated to those who do.
Turn your speakers up and play full screen:
Defiance Fuel — BEAT THIS from David Brier on Vimeo.
In this spirit, let’s all accomplish new heights of achievement in 2015 adopting the attitude of this brand: Defy limitation.
The Final Question
So the final question becomes this, how will you energize your fans, followers, customers and supporters this year?
