Brand management - Mistakes
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Branding in the Digital Age: You're Spending Your Money in All the Wrong Places - Harvard Business Review
3 Startup Branding Mistakes
Many startups run by founders with little marketing experience worry that branding is something that they are missing and need to spend more time on. I blame Apple for this. I cringe when I hear startups tell me they need to do “marketing like Apple”.
Update: Aug 2011, we’ve conducted a research project to analyze these social media crises, read the full report to find out what went wrong and how to prevent it . A list of companies that were blind-sided by the internet, they didn’t understand the impacts of the power shift to the participants, or how fast information would spread, or were just plain ignorant. Criteria of “Punk’d” includes a situation where the story would have not been told if social media was not available, or if social media enhanced the situation. Read my exclusive interview with Greenpeace on Forbes . Hi-Media, a MicroPayment company fined a MacroFine for Wikipedia Meddling
A Chronology of Brands that Got Punk’d by Social Media « Web Strategy by Jeremiah Owyang | Social Media, Web Marketing
Malabar va-t-il devoir renoncer à sa nouvelle identité visuelle ? - OZAP.com
Une erreur de communication ? L'annonce faite par Malabar de changer de mascotte n'est pas du goût d'une partie des internautes. Sur la page Facebook de la marque , plusieurs d'entre eux multiplient les commentaires pour dire combien ils ne valident pas ce changement d'image, insultant copieusement au passage les équipes de la célèbre marque de chewing-gums. Malabar a en effet révélé l'identité de sa nouvelle mascotte, un chat (du nom de Mabulle) qui prend la place de Monsieur Malabar, un jeune homme blond bodybuildé qui incarnait la marque depuis plus de quarante eux. « Je like le groupe juste pour vous dire que la mascotte est moche, je unlike juste après tcho / De Lybiens et des japonais montent une ONG pour s'indigner contre le changement de logo de Malabar .
Branding is an often misunderstood concept and, being misunderstood, the value it can bring to a company when it’s done right can be overlooked. Your brand is more than your logo or your name, more than the product or service you sell. It’s the promise or personality of your company and the value of the products or services you sell as viewed by your customers. It what clearly distinguishes you from your competition in the minds of your customers. Similarly, it’s a mistake to think that advertising builds a brand or that your brand will build itself over time via sales and word-of-mouth.
Avoid accidental branding: 3 hot brand design tips