HOW TO SCREW UP A BRAND


The Brand Channel (10 May) has published an article by Shaun Smith, "Ten Ways to Screw Up Your Brand". To the IPKat this looks like a typically slick business school product (have you noticed how articles with titles based on lists so frequently seem to have neat numbers like 5 or 10 in them?). Along the way, Smith writes:
"The brand and the customer experience must be owned by the senior management team".
The IPKat disagrees. The customer experience isn't owned by anyone except the customer; that's why it's so valuable.

More on screwing up brands here
Ten ways to screw up an advertising campaign here
Ten ways to ... get better grades, protect online privacy, fight hate, take charge of the web or poison your pet.
HOW TO SCREW UP A BRAND HOW TO SCREW UP A BRAND Reviewed by Jeremy on Tuesday, May 18, 2004 Rating: 5

10 comments:

  1. 11. Over amounts of brand management

    ReplyDelete
  2. Call me naive, but I didn't think anyone could "own" an experience.

    ReplyDelete
  3. I don't see why you can't own an experience, even if it is subjective and can't be assigned to third parties. "Own" is a perfectly good metaphor ...

    ReplyDelete
  4. Well, that depends if you mean own or "own".

    ReplyDelete
  5. Hey, you have a great blog here! I'm definitely going to bookmark you!

    I have a truck advertising site/blog. It pretty much covers truck advertising related stuff.

    Come and check it out if you get time :-)

    ReplyDelete
  6. Hey, you have a great blog here! I'm definitely going to bookmark you!

    I have a internet marketing services site/blog. It pretty much covers internet marketing services related stuff.

    Come and check it out if you get time :-)

    ReplyDelete
  7. Good blog but without political advertising you have little chance of selling anything.

    ReplyDelete
  8. Hey, you have a great blog here! I'm definitely going to bookmark you!

    I have a list mailing marketing site/blog. It pretty much covers list mailing marketing related stuff.

    Come and check it out if you get time :-)

    ReplyDelete
  9. Hey, you have a great blog here! I'm definitely going to bookmark you!

    I have a email free list mailing site/blog. It pretty much covers email free list mailing related stuff.

    Come and check it out if you get time :-)

    ReplyDelete
  10. with no damage to your business’ budget whatsoever.

    ReplyDelete

All comments must be moderated by a member of the IPKat team before they appear on the blog. Comments will not be allowed if the contravene the IPKat policy that readers' comments should not be obscene or defamatory; they should not consist of ad hominem attacks on members of the blog team or other comment-posters and they should make a constructive contribution to the discussion of the post on which they purport to comment.

It is also the IPKat policy that comments should not be made completely anonymously, and users should use a consistent name or pseudonym (which should not itself be defamatory or obscene, or that of another real person), either in the "identity" field, or at the beginning of the comment. Current practice is to, however, allow a limited number of comments that contravene this policy, provided that the comment has a high degree of relevance and the comment chain does not become too difficult to follow.

Learn more here: http://ipkitten.blogspot.com/p/want-to-complain.html

Powered by Blogger.