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Tuesday, 18 May 2004

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.

10 comments:

Anonymous said...

11. Over amounts of brand management

Ilanah said...

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

Jeremy said...

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 ...

Ilanah said...

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

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Dan said...

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

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Anonymous said...

with no damage to your business’ budget whatsoever.

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