How we see the world:
Three kinds of brands

Drivers, Pretenders, Limiters. Stand out in the right way; Propel the business. Pretenders Limiters Drivers Propel the business Stand out in the right way

After 30 years, this simple graph neatly sums up how we see the world. True Drivers are rare. They’re the kind of brands we build.

Limiters

Dry, confusing, ugly, amateurish. Repel people rather than attract them. Severely limit business performance.

Pretenders

Safe, slick, conventional. Make people feel like they have a brand. But don’t do what a brand should do — contribute to explosive growth.

Drivers

Stand out sharply from the pack. Ooze empathy, intelligence, and personality. Transform and drive the business.

How do I build a Driver Brand?

  1. 1.Stand out.

    The minds of the people you want to reach are packed to overflowing. If you want them to even notice you, you need to be really interesting.

  2. 2.Get emotional.

    Brands, like people, function on many levels simultaneously. The most influential level is the emotional one. Operate there and you’ll be amazed how receptive people are.

  3. 3.Talk like real people talk.

    Brands, like people, function on many levels simultaneously. The most influential level is the emotional one. Operate there and you’ll be amazed how receptive people are.

  4. 4.Have a point of view.

    People respect people who express a distinct point of view. The same is true for brands. Stand for something. It works.

  5. 5.Empathize.

    Find out what’s important to the people you’re trying to reach. Then relate your offering to things they really care about — like how it empowers them, or makes them feel smart or secure.

  6. 6.Use restraint.

    Give people just enough useful information. Don’t obscure your message with excruciating detail. Don’t be so immersed in your own world that your audience no longer thinks you care about them.

  7. 7.Respect people’s brains.

    People are very, very smart — especially when it comes to brands. You can’t fool them. Treat them like intelligent beings and they will reward you generously with their loyalty and affection.

  8. 8.Get friendly with AI web crawlers.

    AI web crawlers are an influential new audience for your story. Put in the work to maximize search exposure and minimize message distortion.

  9. 9.Avoid groupthink.

    Nothing kills valuable creative ideas more reliably than a committee. Here’s the most important thing to know about trying to please everybody — don’t.

  10. 10.Don’t dabble.

    Spend consistently on your brand. Make it a meaningful budget item and you’ll be thrilled with the financial and emotional return on your investment.

  11. 11.Have high expectations.

    Your brand can define and drive your entire organization. The more original and dynamic it is, the more powerfully it will propel your business. Don’t settle for anything less.