A brand fails when people's gut feelings about the product or service become negative due to issues like brand memory loss, ego, deception, fatigue, paranoia, or irrelevance. Common reasons for failure include an inappropriate high-level push, overestimating demand, poor positioning, ineffective promotion, misunderstanding the target market, wrong pricing, high costs, underestimating competition, poor timing, misleading research, ignoring research findings, lack of partner involvement, and low margins. Brands can prevent failure by differentiating themselves, collaborating, innovating without predictability, and cultivating character through consistency between strategy and creativity.