|Building a Brand|
Just yesterday, I opened my Sunday newspaper only to see a half page advertisement sticking on the front page of the paper. To read the newspaper, I had to tear away the advertise from the paper. I was very careful, yet, I ended up tearing a part of the paper.
Guess what happened with the advertisement? It (and maybe the brand image) became a part of the trash.
There are several examples like these where an attempt to increase the brand equity backfires and translates into a loss of brand image.
I strongly hope that the marketing people are more intelligent and aware of such consumer needs. Only then can they create a sucessfull brand.