When the brand fails, the business fails—because customers buy brands not companies.

There is a recognized set of failure-factors for brands:

Customers have more contemporary choices
A discontinuous innovation enters the category and the market
The functional and emotional benefits of ownership have lost their significance

When business declines—invest in the brand.

When the brand fails, the business fails—because customers buy brands not companies. There is a recognized set of failure-factors for brands: Customers have more contemporary choices A discontinuous innovation enters the category and the market The functional and emotional benefits of ownership have lost their significance When business declines—invest in the brand.

Brand Haiku #19: Why Brands Fail

Each of the fifty-seven haikus is approximately sixty words.
Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand.
Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

Business

Each of the fifty-seven haikus is approximately sixty words. Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand. Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

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Brand Haiku #19: Why Brands Fail

Brand Haiku #19: Why Brands Fail