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Home / Jeremy Phillips / HOW TO SCREW UP A BRAND

HOW TO SCREW UP A BRAND

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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

5 comments:

  1. AnonymousTuesday 18 May 2004 at 12:50:00 GMT+1

    11. Over amounts of brand management

    ReplyDelete
  2. AnonymousTuesday 18 May 2004 at 13:55:00 GMT+1

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

    ReplyDelete
  3. JeremyTuesday 18 May 2004 at 16:34:00 GMT+1

    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. AnonymousWednesday 19 May 2004 at 00:22:00 GMT+1

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

    ReplyDelete
  5. AnonymousFriday 4 November 2005 at 22:19:00 GMT

    with no damage to your business’ budget whatsoever.

    ReplyDelete

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