Wednesday, August 31, 2011
Categorized | clickz, email best practices, marketing sherpa, OMS, Social Media
10 mistakes that ruin brands
Posted by Sundeep Kapur | Wednesday, August 31, 2011
Digital channels give us so much insight into consumer behaviour. They also make it so much easier to adapt our messaging. Yet, so many brands continue to make the same mistakes over and over again. Here are 10 mistakes that ruin brands.
1. Not to change or adapt, because that is the 'mission' of your business.
2. Trying to build consensus on everything and seeking everybody's opinion.
3. Believe that your brand is immune to cultural, technology, and demographic changes.
4. Being fearful of losing your job if you were to make any changes.
5. Not solicit and encourage input from those who interact with consumers.
6. Set up social media and wait for things to happen.
7. Congratulate yourself for being at the top of your industry without wondering if your industry will be there in 5 years.
8. Ignore criticism from consumers, your peers, and your front line employees.
9. Never benchmark or evaluate your program against other industries much less competitors. Those guys are clueless and their ideas have no relevance to an aged and revered brand like yours.
10. Consumers are idiots (see No. 8). Listening to what they think or feel about your brand, or how it could better meet their needs is just stupid. What could possibly come from it? New product ideas. More share. Why bother?
Subscribe to:
Post Comments (Atom)
2 Responses to “10 mistakes that ruin brands”
August 31, 2011 4:19:00 PM EDT
I think another blunder of major brands is:
Not defining clear goals for these digital channels.
Whether the goal is engagement, sales, or simply entertainment - having a vision of what is meant to be accomplished provides direction.
If you don't know that, what are you doing all that work for!?
August 31, 2011 10:10:00 PM EDT
You are absolutely right Mike. Vision or knowing where you need to go is critical. You can know the right path if you listen to the signs - your customers, your employees, your industry, etc.
Thanks,
Sundeep
Post a Comment