http://www.risingabovethenoise.com Another Slideshare presentation from the award-winning branding expert and Fast Company blogger David Brier. This time, David unveils 14 rebrands that converted them from everyday brands to magical and powerful brands that engage consumers, that inspire confidence and captivate the distracted shopper. From coffee to dance to nutrition bars to finance companies and more. PLUS, this Slideshare includes two amazing videos that will help you unleash your inner unicorn. Get your FREE ebook here: http://www.risingabovethenoise.com/free-ebook/ #backtothefuture #BTTF #BTTFDAY

2. once upon a time,
there were 14 brands,
leading ordinary lives.
by David Brier

3. each dreamed of a better
world, one filled with
magical powers.
by David Brier

4. this is a short story of
14 brands that dared to
go beyond the ordinary.
by David Brier

5. this short presentation
shows how they did it.
by David Brier

6. “A camel is a horse
designed by committee.”
Alec Issigonis
by David Brier
an important fact:

7. what about
unicorns?
by David Brier
they’re rare. magical.
kind of like amazingly
great brands.

8. by David Brier
“A camel that resembles
a horse is a poorly
designed unicorn.
(the hump is the collective indecision
of the committee members.)”
David Brier

9. by David Brier
this brought forth 1 important question

10. how does a brand
revolutionize itself,
Moving it from an
ordinary brand to
a great one?
by David Brier

11. when I told my wife
my idea about unicorns,
she looked at me and said,
“Unicorns aren’t ‘rare.’
they don’t exist.”
by David Brier

12. I responded,
“Even in their own fairy tale
worlds, they are rare.
OK, they may not exist, but even
in their own stories, they are
rarely seen which makes them
scarce and valuable.”
by David Brier

13. Unicorns.
Rare. Valuable.
The stuff of legend.
by David Brier
(so much like
the great brands of the world)

14. a brand needs to be
so amazing that even a
unicorn would wonder
whether to not
it was real.
by David Brier
WOW!

15. by David Brier
OK. i’m ready.
show me already!

16. BEFORE AFTER
This company produces a product in the “premium jerky” space. Given the
existing noise in the space, the identity needed to be smart and simple.
P L A Y H A R D S N AC K O F T E N ™
— NAT U R E ’S O R I G I NA L P ROT E I N BA R ™ —
The new tagline repositions
the entire product line.
1

19. BEFORE AFTER
This startup was in a unique space merging sports, entertainment, finance
and an advisory capacity — qualities the previous branding didn’t convey.
2

21. BEFORE AFTER
This 100-year old company struggled with an outdated feel. The new identity
needed a major refresh and had to work across numerous brand extensions.
3

22. BEFORE AFTER
3

23. new york
city ballet
BEFORE AFTER
4
One of the nation’s premier dance companies, this was a rebrand that
embodied all the things of dance and NYC into one cohesive image.

24. T H E O F F I C I A L H O M E O F
Taste
{{{{
BEFORE AFTER
5
Dunn Brothers came into existence in 1987 and had seen various iterations over
that time. This rebrand gave it a powerful position in this competitive space.

25. BEFORE AFTER
5

26. BEFORE AFTER
6
Milestone Systems’ new brand merged a contemporary “infinite symbol”
with the letter M conveying its ability to provide uninterrupted connectivity.

27. BEFORE AFTER
The crowded nutrition bar space is challenging. The solution: a new name, a
smart tagline Delicious. Nutritious. Nothing suspicious. and new packaging.
7

29. A leader in market research in the agricultural market space, the rebrand
reflected the industry and its values with a powerfully simple mark.
BEFORE AFTER
8

30. BEFORE AFTER
9
The leading management consultancy MGE needed a look that reflected
that leadership status. The mountain peaks forming an “M” tells that story.
MGE management expertse l i m i n at e s t r e s s . acc e l e r at e r e su lt s .
MGE management exp

33. BEFORE AFTER
10
A delicious gluten-free cookie brand needed a facelift.
This rebrand elevated this brand where the line now leapt off store shelves.

36. BEFORE AFTER
11
After 12,000 students over its 25-year history, it was time for this legendary
dance studio to tell the world a new era for dance and self expression was here.

40. BEFORE AFTER
12
Providing insights and savings for energy consumption in deregulated states, we
developed a name, identity and slogan that dramatically repositioned the new company.

42. BEFORE AFTER
This Napa Valley startup saw a 900% increase in sales in the 24 months
following this rebrand. Stunning. Dramatic. Essence of Unicorn magic.
13

43. natural. delectable. unapologetic.
Natural. delectable. unapologetic.
TM
# 7
Natural. delectable. unapologetic.
TM
#
NAKED“Purely uninhibited”
8

50. BEFORE AFTER
The Enzacta brand needed a universal brand since it was sold in numerous
countries. The result is this mark that worked, independent of words.
14

53. by David Brier
a little fuzzy on branding? here is something
to help you contact your inner unicorn.

54. by David Brier
but what about expectations? how do we
transcend our normal expectations?

55. become the unicorn
in your space.
by David Brier
written and designed by
@davidbrier