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Insights

Cautionary tales of #brandfail

27 June, 2016 - Source: Bray Leino

In the world of brands and branding, the fail rate for brands is greater than you’d think. This is in part because brands are part of the marketing realm that is all about perception building. Image is everything and purchase decisions are often made on the brand, not the reality of the product.

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But whilst products are tangible and robust, brands are not. They are fragile and ethereal and rely on establishing strong emotional ties that then need to be handled with care.

Speaking to a group of business leaders at the CBI recently, Anna Donaghey, Bray Leino’s Head of Planning, focused on the fact that the vast majority of brands fail when something happens to break that emotional bond between the consumer and the brand. When the brand quite simply betrays the trust we have in it – what we trust it to deliver, how we trust it to behave and the values we trust it to live by.

This concept of trust applies equally in the B2C and B2B sectors. If anything, it’s an even more crucial factor in the latter as professional reputations and even careers are factors in B2B purchase decisions.

So why ‘cautionary tales’? The beauty of hindsight means it’s easy to learn from tales of misfortune. Failure is often so much easier to understand than success. And to illustrate this, Anna has provided some classic examples – past and present.

Click here to see them. 

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