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How	
  to	
  kill	
  a	
  brand	
  

(besides	
  having	
  a	
  lousy	
  product)	
  
Over-­‐brand	
  
ny;mes.com	
  
brandchannel.com	
  
brandchannel.com	
  
Lose	
  focus	
  
adage.com	
  
adage.com	
  
Dilu;on	
  

Extend	
  too	
  much	
  
           	
  
brandfailures.blogspot.com	
  
Un-­‐differen;a;on	
  
fortune.com	
  
Believe	
  your	
  customers	
  too	
  much	
  

  (or	
  lose	
  confidence	
  in	
  your	
  own	
  product)	
  
Forget	
  why	
  your	
  customers	
  love	
  you	
  
techcrunch.com	
  
mashable.com	
  
allthingsd.com	
  
fastcompany.com	
  
Before	
  NeIlix	
  there	
  was…	
  
fortune.com	
  
businessweek.com	
  
Abandon	
  your	
  values	
  

Forget	
  what	
  your	
  brand	
  represents	
  
businessweek.com	
  
fortune.com	
  
It	
  wasn’t	
  always	
  like	
  this,	
  of	
  course	
  
ny;mes.com	
  
Can	
  J&J	
  bounce	
  back?	
  
Toyota	
  did	
  
brandchannel.com	
  
dailymail.co.uk	
  
cbsnews.com	
  
brandchannel.com	
  
fortune.com	
  
merriamassociates.com	
  
Is	
  Google	
  on	
  the	
  same	
  path?	
  
gizmodo.com	
  
gizmodo.com	
  
Bad	
  service	
  
buzzmachine.com	
  
theinquirer.net	
  
Dell	
  improved	
  –	
  	
  
but	
  will	
  the	
  brand	
  survive	
  in	
  a	
  post-­‐PC	
  world?	
  
businessweek.com	
  
And	
  then	
  there’s	
  this	
  of	
  course…	
  
youtube.com	
  
And	
  United	
  simply	
  didn’t	
  give	
  a	
  s***	
  
youtube.com	
  
Failure	
  in	
  crisis	
  
engadget.com	
  
There	
  are	
  worse,	
  of	
  course…	
  
Lie	
  
walmartwatch.com	
  
There’s	
  worse…	
  
nyy;mes.com	
  
Greed	
  
rollingstone.com	
  
brandchannel.com,	
  boingboing.com	
  
Wrong	
  role	
  models	
  
independent.co.uk	
  
brandchannel.com	
  
There’s	
  MUCH	
  worse…	
  
(Although	
  not	
  the	
  brand’s	
  fault)	
  
telegraph.co.uk	
  
Be	
  evil	
  
brandchannel.com	
  
Disrup;on	
  

Ignore	
  new	
  technologies	
  
magnetelblog.com	
  
businessinsider.com	
  
brandchannel.com	
  
Irrelevance	
  
Ignore	
  market	
  trends	
  
bloomberg.com	
  
businessinsider.com	
  
telegraph.co.uk	
  
Ego	
  
mashable.com	
  
Complacency/Megalomania	
  
fool.co.uk	
  
Or	
  maybe	
  it’s	
  just	
  idiocy?	
  
ny;mes.com	
  
Do	
  everything	
  wrong	
  
bits.blogs.ny;mes.com	
  
guardian.co.uk	
  
businessweek.com	
  
businessweek.com	
  
businessinsider.com	
  
ny;mes.com	
  
Good	
  luck	
  

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How to kill a brand