6 Ways to Screw Up a BrandWritten by Peter Leeds / Featured in: Business, Column, Premium Article / 11.10.2012.
There’s a lot of information out there about how to build a great brand. And by ‘a lot,’ I mean, as my mother would say, a shisselful.
There’s stuff about emotional branding, social branding, visual branding and ethnic branding… brand naming, brand marketing, brand positioning, brand strategy, brand tracking and brand management.
I’m sure I’m missing a few. But suffice to say that if you’re into this kinda thing, you pretty much know what you’re getting for your next birthday. And Kwanzaa. And Arbor Day.
And the thing about all this information is: it’s generally one-directional, as in ‘Here’s how to do it the right way.’
But I think there’s a lot to learn by looking at the wrong way to do branding.
It’s also more fun. In the brand world, we call it schadenfruede.
So how and why do brands go bad? Since Branding Mag limits word counts to under a million, I’ve tried to cull the list to 6.