6 Ways to Screw Up a Brand

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.

  • J Harley

    And to be absolutely confident of sending your brand clean and clear over the handle-bars, Peter, just ensure you have a CEO who treats the subject with an OD of contempt. “Shisselful” is probably where the problem begins and ends. Something for all brand champions to go away and think about.
    Great article!

  • http://twitter.com/brandconsultant Marcus Osborne

    A really good read and should be on the wall of any marketing department, especially here in Asia. I’d like to add number 7

    Hire an advertising agency to build your brand. And a year later when the mass media ad campaign they put together fails, fire them and hire another agency and then go through the whole process again ad nauseum…

    • PCLeeds

      That IS a great addition! Will need to find a way to work it into the next installment…

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