David Brier

WHY MEETING CUSTOMER EXPECTATIONS IS ACTUALLY KILLING YOUR BRAND (AND WHAT TO DO INSTEAD)

The counterintuitive truth about brand loyalty in 2026: Meeting customer expectations isn't success—it's failure. In an era where AI tools have created what branding expert David Brier calls "the wall of beige," brands that merely meet expectations have become invisible.

The Five-Word Business Success Metric

Every customer interaction should trigger one response: "I want more of that."

Not "that was fine." Not "it met my expectations." But genuine desire for more.

This distinction separates brands that build loyalty from those that blend into the background noise of acceptable mediocrity.

The Fanatical Intention Framework

In a recent conversation on the Disruptive Influence podcast, Brier introduced the concept of fanatical intention—anticipating customer needs so thoroughly that your actions feel almost magical.

Three real-world examples:

DoubleTree Hotels: A warm chocolate chip cookie at check-in costs pennies but transforms a transaction into a memorable moment of welcome.

Apple: The unboxing experience isn't accidental—every detail anticipates the emotional journey from opening the box to first use.

Boutique hotels: Handwritten notes referencing specific guest conversations demonstrate genuine listening and care.

The "Amount of Future" Diagnostic

Brier's framework for measuring intention:

Practitioners plan one step ahead (reactive, meet expectations)
Professionals anticipate 2-3 steps ahead (proactive, slightly exceed expectations)
Geniuses anticipate the entire customer journey including future needs customers haven't articulated
Dominant brands operate at the genius level—they've mastered exceeding expectations at every touchpoint.

Why This Matters More in 2026

AI has democratized "good enough." Every brand can now generate acceptable copy, decent designs, and satisfactory customer experiences.

But "good enough" creates commoditization.

The brands winning in 2026 double down on what AI can't replicate: genuine human intention and unexpected moments that exceed expectations.

The Authenticity Test: Real vs. Performative

Microsoft's retail stores copied Apple's aesthetic—same layout, same "Genius Bar" concept, same open tables. But customers felt the difference.

Apple's stores emerged from their philosophy about hands-on discovery and collaborative support. Microsoft was performing "Apple-ness" without the underlying intention.

The lesson: You can't exceed customer expectations through imitation. Customers always detect the difference between genuine intention and performative gestures.

Your 5-Step Action Plan

1. Audit your moments: Walk through the actual customer experience. Where do you create "I want more of that" moments versus merely meeting expectations?

2. Increase your "amount of future": For each touchpoint, are you thinking one step ahead, three steps ahead, or anticipating the entire journey?

3. Test for authenticity: Do your brand behaviors emerge from genuine philosophy or are you copying what works for others?

4. Resist the wall of beige: When AI suggests the safe, expected choice that sounds like everyone else, go the opposite direction.

5. Embrace fanatical intention: Before launching any customer touchpoint, ask: "Will this make someone say 'I want more of that'?"

The New Standard

In a world where meeting expectations has become effortless through AI and automation, the ability to exceed expectations has become essential for survival.

The brands that will thrive aren't those with the best AI tools or most efficient operations—they're the brands with fanatical intention that anticipate the entire human experience and design for it.

Everything else is just beige.

5 days ago | [YT] | 0

David Brier

Is AI a Useful Tool? An important question.
I have a simple test for anything that touches my work that I think you can use too.

Does that tool make me smarter? Or does it make me more dependent and less able to think on my own?

I have spent four decades on the front lines of creating brands, many you know by name, many that started out where you might be right now.

While I have had the honor to work with the likes of Revlon, Estee Lauder, Jim Henson (when he was alive), and Rolling Stone magazine, I chose to work with CEOs and business owners of small to medium businesses—making some of them millionaires and a few billionaires. From startups to billion-dollar outcomes.

I have watched fads arrive with noise.
I have watched real brands compound with clarity.

And today the loudest fad is AI.
Useful. Powerful. Tempting.
Also a trap if you let it talk for you.

Here is where I draw the line: Use AI as a tool. Never as your tongue.

4 months ago | [YT] | 1

David Brier

A goal without a plan is just a wish:

320 awards later, one stood out.

You read that right:

Over 320 industry recognitions +
Keynotes delivered around the world +
Presidential Ambassador for Global Entrepreneurship medallion).

Many agencies chase awards and focus on “their ingenuity” rather than their clients' growth.

It’s why I stopped seeking more awards over 20 years ago after receiving over 300 of them.

So when I recently went to Deadwood, South Dakota, for a casual meetup with colleagues like YouTube legend @RogerWakefield. We talked business, branding, and life.

Then, inspiration struck.

FACT: Branding connects dots others won't.

So, when I looked at a DEADWOOD sign, mentally removed the "DE," and saw "ADWOOD, The Mecca of Advertising."

And an award ceremony was born.

I refuse to chase awards.

Instead, I help you attain yours.

Deadwood had to become the Mecca of Advertising.

Many agencies chase awards and forget their clients' growth. I stopped seeking more awards over 20 years ago after receiving over 300 of them.

1 year ago | [YT] | 0

David Brier

Join me in the fictional world of ADWOOD where dreams are real and legends are made.

After 320 industry awards, this one took the cake. (It's true, I've been awarded over 320 design and branding awards, including the prestigious Presidential Ambassador for Global Entrepreneurship medallion).

So when I went on an innocent trip to Deadwood, South Dakota, where I met up with some colleagues to discuss business, branding, and life in general (including YouTube legend ‪@RogerWakefield‬ an opportunity came up, and I went all in.

I decided this town of Deadwood HAD to become the Mecca of Advertising.

Because branding is the art of connecting dots others won't.

And when I was looking at a DEADWOOD sign in one of their saloons, I mentally removed the "DE" and saw "ADWOOD, The Mecca of Advertising" — and an award ceremony was born.

Because many agencies live for the awards they get and overlook how much they help their clients grow. It's why I stopped seeking more awards (more than 20 years ago after receiving over 300 of them).

1 year ago | [YT] | 1

David Brier

ENTREPRENEURS:
Here's a very intimate discussion on branding that I had with Authority Magazine's editor-in-chief. It's powerful with distinct answers I've never shared before.

1 year ago | [YT] | 0

David Brier

*Just the other day, I had the thrill of diving deep into the branding stratosphere with William Harris, the visionary CEO of Elumynt.* 

Picture this: an advertising maestro whose brainchild (Elumynt) gets crowned by ADWEEK as the 12th fastest-growing agency worldwide.

And he and I spoke about all things branding in a brand-new 70+ minute masterclass on branding.

1 year ago | [YT] | 0

David Brier

🚀 *The Creative Revolution — Redefining Freedom and Innovation* 🚀

🔥Entrepreneurs, listen up. Prepare to be blown away by "The Creative Revolution" — a mind-shifting video that will ignite your passion and redefine your perception of freedom and innovation.

This is not your average entrepreneurial tale.

A celebration of visionary game-changers who are reshaping industries and challenging the norm.

Imagination Unleashed:
Join me as I celebrate exceptional entrepreneurs breaking free from conventional molds, harnessing the limitless power of imagination.

They push boundaries, creating awe-inspiring products, services, and experiences that will change the world as we know it. Get ready for disruptive technologies and mind-bending business models that will leave you inspired and craving more!

Embracing Freedom to Innovate:
These fearless entrepreneurs embrace the freedom to innovate, daring to explore uncharted territories.

They shatter the status quo, rewriting the rules and redefining what's possible. Prepare for a surge of motivation as we uncover their secrets to success, their triumphs over failure, and the invaluable lessons they've learned on their remarkable journeys.

Ignite Your Entrepreneurial Spirit:
This video isn't just a glimpse into the lives of extraordinary individuals; it's a catalyst for your entrepreneurial aspirations.

Join the Creative Revolution:
Are you ready to be part of a movement that's reshaping the future of business and innovation?

Share this video with fellow dreamers, risk-takers, and visionaries. Together, let's inspire a wave of entrepreneurs unafraid to challenge the status quo and leave their mark on the world. https://www.youtube.com/watch?v=XrA-c...🌟

Watch "The Creative Revolution — Redefining Freedom and Innovation" now, and prepare to have your mind blown! Don't forget to like, comment, and share. Let's empower the next generation of trailblazing entrepreneurs! https://www.youtube.com/watch?v=XrA-c...

#CreativeRevolution #EntrepreneurshipRedefined #InnovationUnleashed

🔗 Watch here: https://www.youtube.com/watch?v=XrA-c...

2 years ago | [YT] | 0

David Brier

In honor of International Women's Day, here's what I love about working with female entrepreneurs.

2 years ago | [YT] | 0

David Brier

*_Brand New Video on the David Brier Channel:_

5 factors that got him this standing ovation from 1,500 strangers:* 1. Name a goal. 2. Make it a win for everyone involved. 3. Be willing to disrupt and challenge “the usual” 4. Connect the dots that others don’t and 5. Never walk away from something that scares you

3 years ago | [YT] | 0

David Brier

Check out this important and VERY timely discussion with the endlessly energetic and passionate Mike C-Roc Ciorrocco

3 years ago | [YT] | 0