Six ways to kill a brand – and how to avoid them

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Six ways to kill a brand – and how to avoid them

Rob Gray

Legacy brands get disrupted, stagnant brands deteriorate and then there are the brands that have not yet launched, those that will come and go in the blink of an eye, having misjudged their offer or advertising.

Building and sustaining brands one of the biggest challenges marketers face. There are so many ways things can go wrong and numerous pitfalls to avoid.

Establishing a brand in the first place is an uphill struggle. Research by US launch marketing specialist Schneider Associates found that 75% of consumer packaged...

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