Brian Lischer's Linkedin Analytics

Another delay. Another broken promise. The trillion-dollar emperor has no clothes. Apple just delayed their heavily-hyped  Siri AI upgrade indefinitely. Pulled their TV ads. Went silent. This isn't just another product delay. It's a masterclass in brand self-sabotage. The world's most valuable company built its empire on one currency: Trust. But trust isn't given. It's earned through promises kept. When you promise innovation  and deliver excuses: ❌ Customers don't forget. They remember. ❌ Trust doesn't just erode. It collapses. ❌ Loyalty doesn't waver. It vanishes. You don't showcase "what might be." You deliver "what is." Period. The pattern is undeniable: → Overpromising for headlines → Under-delivering on experience → Going silent when trust is lost This isn’t just delay—it’s corporate gaslighting. The real cost? More than just delays. More than just disappointed users. But a fractured foundation of what made Apple Apple. Premium brands operate by different rules: Every promise is a contract. Every delay is a breach. Every excuse is an admission. When you charge premium prices, you don't get the luxury of "we're trying." The lesson? ✅ Promise less. Deliver more. ✅ Admit mistakes immediately. ✅ Own failures completely. When brands break promises: Trust doesn't bend. It shatters. What promises is your brand making? And what happens if you can't deliver? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

When positioning gets too ambitious… it backfires spectacularly. In 2000, BP tried to rebrand itself with two bold words: Beyond Petroleum. A clever spin on their name—British Petroleum. But this was more than a slogan. It was a bold attempt to reposition as a clean energy leader. The strategy: → Move beyond oil → Embrace renewables → Signal a new era But from the start, stakeholders were skeptical. BP made some progress with renewables. But oil and gas still made up 90% of the business. The branding looked progressive. Underneath, nothing had changed. Then came Deepwater Horizon in 2010. The largest oil spill in history. → 11 lives lost → Millions of barrels spilled → The Gulf set ablaze And just like that… Beyond Petroleum went up in smoke. No announcement No accountability No explanation The positioning was quietly dropped. The disconnect became impossible to ignore. It wasn't just a marketing failure. It was a strategic misalignment. What went wrong: ❌ Choosing words over actions ❌ Setting impossible expectations ❌ Positioning too far ahead of reality ❌ Making promises they couldn't keep The brand lesson: ✅ Words must reflect reality ✅ Authenticity beats ambition ✅ Stretch your vision but stay grounded ✅ Trust breaks when behavior doesn't align If you're an oil company, own it. Grow Evolve Reposition But if you promise what you can't deliver… the backlash will burn more than the boost. The strongest brands don't claim to be something they're not. They become something worth claiming. Is your positioning grounded in reality— or lost in ambition? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

Some taglines are forgettable. Others become legendary. For nearly 50 years, BMW has owned four simple words: “The Ultimate Driving Machine.” Not just a tagline A philosophy A standard to uphold Why has it endured when thousands of others failed? Because it wasn't created to sound good. It was created to define everything about the brand. As a three-time BMW owner I've experienced what most brands never understand: Great positioning isn't what you say. It's what you deliver. When Mercedes positioned itself around luxury and Audi around technology, BMW took a different path: 🔴 Not innovation 🔴 Not comfort 🔴 Not status Instead, BMW is positioned itself around: 🟢 A visceral connection to the road 🟢 Engineering built around the driver 🟢 Performance that turns driving into an experience That's why BMW's positioning works. It's authentic to what they deliver and what their customers actually care about. The most powerful positioning isn't about taglines. It's about business strategies expressed in words. They demand clear choices: → What makes us distinct? → What will we prioritize? → What will we eliminate? BMW sacrificed: → Plush comfort → Flashy status → Mass appeal In return, they gained something more valuable: A position no competitor could claim. Your brand's positioning needs to do the same. Not just words that sound good. But a North Star that guides every decision. What are you willing to sacrifice for your brand's success? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

There's one thing silently killing your brand. It's not sticky inflation or budget cuts. It's not the competition or the rise of AI. It's something much simpler: Inconsistency. You wouldn't believe how many businesses struggle with this basic problem. The story is always the same: 🚩 Marketing looks fragmented 🚩 Identity shifts across channels 🚩 Messaging feels disconnected 🚩 Customers sense the confusion If this sounds familiar, you're not alone. An inconsistent brand confuses customers. They're left wondering who you are. This confusion erodes trust and damages your brand's credibility. The harsh truth: Confused customers become lost customers. Disrupt a customer's expectations, and they'll feel frustrated. Consciously or not, they'll associate that feeling with your brand. That's why consistency is everything. On a scale of 1-10, how consistent is your brand? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

Customer research shouldn't be hard. Or boring. Or expensive. Most businesses avoid it because they think it means: ❌ Expensive consultants and focus groups ❌ Complex surveys with 50+ questions ❌ Complicated statistical analysis ❌ Weeks of coordination But what if I told you it can be as simple as: ✅ Sending a quick 3-question survey ✅ Reading your last 10 online reviews ✅ Calling 5 of your most loyal customers ✅ Reviewing support tickets for pain points The businesses that consistently grow understand a simple truth: ⚠️ Your assumptions about your customers are probably wrong. And the only way to fix that is to ask them. Start small: → Chat with a customer this week → Ask why they picked you → Find out what makes you unique → Learn their current pain points Don't let fancy dashboards keep you from real insights. Complex methodologies don't equal better results. Simple conversations can transform your business. What have you learned from a customer lately? —   🔔 Follow Brian Lischer for daily branding tips you can actually use.

The technology changes. The truth doesn't. 100 years ago, brands won with newspapers and radio. Then TV changed everything. Then the internet. Then social media. Now AI. AR, VR, and the metaverse (so Zuck claims) are coming next. Yet one thing remains constant: Real wins. In a world of endless disruption: ❌ Platforms come and go ❌ Algorithms constantly shift ❌ New technologies promise change But beneath it all: ✅ Genuine brands create deep relationships ✅ Human connection builds lasting loyalty ✅ Trust outlasts every technological shift ✅ Authenticity cuts through the noise ✅ Real emotions drive real decisions Your customers don't care about your tech. They care if you understand their problems. Technology is just the medium. Reality is the message. No matter how virtual our world becomes, real brands will always win. How is your brand staying real as tech evolves? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

Your customers are ghosting you. Right under your nose. Not because they don't like what you offer. But because you're focused on the wrong moment. Most brands obsess over the transaction. But they ignore the journey. → BEFORE → DURING → AFTER That's where loyalty is won—or lost. The brutal truth no one's talking about: ❌ Your website makes finding what  customers need frustratingly difficult ❌ Your checkout process demands info  customers resent sharing ❌ Your follow-up emails feel robotic  and thoughtless ❌ Your packaging undermines your  premium positioning ❌ Your support team treats problems as  interruptions, not opportunities These aren't minor frustrations. They're brand-defining moments. Your brand isn't what you claim. It's what customers experience  when you're not looking. Smart businesses master all three phases: ✅ BEFORE Eliminate friction that kills interest ✅ DURING Make buying feel automatic ✅ AFTER Transform transactions into relationships When was the last time you walked your  entire customer journey? → Ask a friend to make a purchase and  document their experience → Map every touchpoint in your client  onboarding process → Review your last 10 complaints for  patterns you're missing → Track response times at each stage  of your support process → Count the clicks from homepage to  purchase or lead capture Every interaction either builds loyalty  or drives customers away. The sale isn't the finish line. It's not even the starting point. Are you winning at all three stages? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

Most brands are forgettable. Not because they don’t provide value. But because their value isn’t unique. Customers don’t stay because you’re good. They stay because you’re irreplaceable. Something about your brand makes choosing you a no-brainer. Knowing your unique value is the key to a brand that truly stands out. Ask yourself: ⚫ Which customers would be genuinely lost without my specific approach? ⚫ What problem do I solve that no one else solves exactly like me? ⚫ What makes my solution impossible to duplicate? In a sea of similar... Uniqueness isn’t optional. It’s your survival strategy. What's the UNIQUE value your brand provides? Drop it below. 👇 —   🔔Follow Brian Lischer for daily branding tips you can actually use.

Building a brand is hard. It's a constant battle between 2 things: Complexity and simplicity. Building a COMPLEX brand is tempting: ❌ It feels good to show off ❌ To prove your deep expertise ❌ But outsiders can't understand it Building a SIMPLE brand is hard: ❌ You fear the wrong focus ❌ Or underselling yourself ❌ Or missing key details Leonardo da Vinci knew this 500 years ago. "Simplicity is the ultimate sophistication." Today brands equate complexity with value: → More features mean better products. → Details prove expertise. The irony? → True sophistication isn't about adding. → It's about taking away. But here's the thing: When given a choice… Customers typically pick the simpler brand. Like Warby Parker vs traditional eyewear. Same products, simpler buying experience. Simpler branding means simpler decisions. And no one likes complex choices. What are you doing to build a simpler brand? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

Strong brands focus. Weak brands scatter. Most businesses try to appeal to EVERYONE with EVERYTHING. They assume a wider net means more customers. I get it. Limiting your brand feels like turning away business. But here's the truth: The more focused your brand is, the more successful it will be. Brands that dominate their industries understand: ❌ Pleasing everyone = forgettable ❌ Too many offerings = confusion ❌ Generic messaging = no impact ❌ Frequent pivoting = weak identity Focus drives growth: ✅ Target your ideal customers ✅ Dominate your niche ✅ Own your specific lane ✅ Say no to everything else When you narrow your focus, you don't shrink your business. You amplify your impact. What area of your brand needs more focus right now? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

Beneath every great experience lies an unspoken strategy. Delight. Sounds simple—but it’s incredibly powerful. Think about the last time a brand genuinely surprised you: → Support solved your problem in seconds → An item was replaced without question → Your package showed up early These moments aren’t accidents. They’re strategic branding. Tiny gestures can: ✅ Create memorable moments ✅ Spark unexpected joy ✅ Humanize your brand Even the smallest touch can create raving fans. Which brand has truly delighted you? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.

Some campaigns sell products. Others reshape entire industries. In 1948, a copywriter named Frances Gerety penned four words: "A diamond is forever." Not just a slogan. A cultural transformation. A financial empire built with words. Why has it endured for 75+ years? Because it wasn't designed to sell a product. It was designed to create desire for something no one needed. I've studied brand positioning for years. This one changed the game entirely. Great positioning doesn't just communicate. It creates demand. Before De Beers, diamond engagement rings weren’t common: 🔴 Diamonds were just another gemstone 🔴 No emotional significance attached 🔴 No price expectation existed After their positioning campaign: 🟢 Diamonds became the only acceptable symbol of commitment 🟢 The stone's permanence became linked to love itself 🟢 Two months' salary became the "reasonable" price That's why this positioning works: It bypasses logic completely. The most powerful positioning doesn't address practical needs. It speaks to emotional desires. It transforms perception through psychological triggers: → Scarcity (diamonds are ‘rare’) → Social proof (the ‘standard’ choice) → Future-pacing (‘forever’ commitment) De Beers created artificial demand. They established arbitrary price points. They convinced millions to ignore rational alternatives. In return, they gained something extraordinary: A market they completely controlled. Your brand's positioning needs emotional power too. Not just features and benefits. But a deeper resonance that makes price secondary. You don't need to sell diamonds to use this strategy. Even the most logical B2B purchase involves emotion. What emotional connection could transform how people value what you offer? — 🔔 Follow Brian Lischer for daily branding tips you can actually use.