Bigger Than This by Fabian Geyrhalter
How to Turn Any Venture Into an Admired Brand
What do brands like Planet Fitness, Everlane, and Bombas all have in common? They're capturing peoples' emotions and winning customers' hearts. And they are based on commodity products or services. In "Bigger Than This," Geyrhalter analyzes brands that are based on commodity products - watches, socks, shoes, fish - yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement - story, belief, cause, heritage, delight, transparency, solidarity, and individuality. Instead of playing "dress-up," he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Fabian Geyrhalter is a renowned Brand Strategist and the Founder and Principal of FINIEN, a Los Angeles-based consultancy specialized in turning ventures into brands.
Geyrhalter is a columnist for Inc and Forbes and his thoughts on branding have been published by the likes of The Washington Post, Mashable, Entrepreneur and The Huffington Post. A frequent speaker and mentor to entrepreneurs worldwide, he is a "Global 100" mentor at the Founder Institute and author of the #1 Amazon Bestseller "How to Launch a Brand." Geyrhalter regularly judges international design competitions and is an active jury member of the Academy of Interactive & Visual Arts. His branding work has won numerous accolades, including 32 "American Graphic Design Awards." Geyrhalter is an Advisory Board Member of Santa Monica College and served as an adjunct professor at USC and Art Center College of Design. He is further serving as consulting Executive Creative Strategist at Urban Insight, a leading technology consulting firm, managing the intersection of brand vision and creative digital strategy.
His consultancy's client list ranges from high-growth startups such as Jukin Media, Survios and Vimmia to established brands like Warner Brothers, The Bill & Melinda Gates Foundation, Goodwill, W Hotels and Honeywell.
Geyrhalter was born in Vienna, Austria and is a graduate of Art Center College of Design.