Matt Haig – “Brand Failures: The Truth About the Biggest 100 Branding Mistakes”

Matt Haig – “Mari esecuri ale unor branduri celebre” (Adevarul despre cele mai faimoase 100 greseli de branding din toate timpurile), Ed. Meteor Press, 2008

 

            Renumitul expert in branding demonsteaza ca indiferent de calitatea produselor si a serviciilor, in lipsa unui brand management eficient, o companie nu poate supravietui pe o piata din ce in ce mai competitiva.

            Din cele 100 de esecuri unele absurde, altele revoltatoare, altele previzibile sau chiar hazlii, marketerii, specialistii in branding, antreprenorii sau chiar cei profani in marketing pot invata ce greseli sa evite in manuirea unui brand.

            Matt Haig semnaleaza in introducere cele sapte pacate capitale ale brand-urilor: amnezia, vanitatatea, megalomania, mistificarea, oboseala, paranoia si irelevanta, care conduc la esecuri costisitoare si stanjenitoare ce pot clatina imaginea brand-ului.

            Piata este imprevizibila si oricat de stralucita poate parea o idée in faza de cercetare, realitatea va demonstra brand-ului ca reactia consumtorilor nu poate fi estimata cu precizie.

            Un brand devine popular intr-o formula unica si de cele mai multe ori, datorita valorilor puternice insuflate, el nu mai permite o multitudine de extensii fara legatura cu principiile sale.

            PR-ul este indispensabil in cladirea unei imagini atragatoare pentru companii, dar cand acesta se abate tocmai de pe principiul onestitatii, puterea sa se intoarce impotriva brand-ului.

            Extinderea pe piete straine poate fi anevoioasa dar devine un adevarat fiasco in momentul in care sunt neglijate diferentele culturale si obiceiurile formate in randul consumatorilor

            In spatele brand-urilor exista oameni, indiferent daca acestia sunt celebritati, oficiali ai companiilor, personalitati ale mediului business sau pur si simplu echipe a caror munca nu trebuie ignorata. Cateodata insa, in ciuda eforturilor intreprinse, o proasta cooperare, o clipa de neatentie sau simpla neglijenta poate distruge un brand, dupa cum a concluzionat si Matt Haig cand a dezbatut esecurile umane.

            Schimbarea ar trebui sa intervina doar cand apar probleme si in nici un caz cand lucrurile functioneaza. Rebradingul ilogic pentru companii mari a caror pozitie este sedimentata este cauza unor alte esecuri rasunatoare la care orice antreprenor dornic de “reinventare”  ar trebui sa reflecteze.

            Matt Haig ia in vizor si esecurile remarcabile ale industriei IT si ale dot com-urilor, incapacitatea unor nume cu greutate de a suravietui caderii ramurii la inceputul anilor 2000 si totodata devierea marilor brand-uri de la valorile care le-au impus pe piata.

            In cazul unui brand prea invechit, lipsa unei strategii de invigorare care ar putea sa-i redirectioneze traiectoria descendenta si un prost brand management, sunt pasii garantati catre o prabusire iremediabila, indiferent de calitatea ce e multe ori nu poate fi contestata.

            Acestea sunt doar niste idei ce se evidentiaza din lectura plina de invataturi, si in acelasi timp relaxanta, ce poate fi considerata o culegere de pilde despre momentele de slabiciune ale unor brand-uri mari.

 

            The famous branding expert demonstrates that no matter how good products or services are, in lack of a good brand management, a company can’t survive on a more competitive market.

            From the 100 some silly, others revolting, some predictable or even funny failures marketers, branding specialists, entrepreneurs or even marketing outsiders can learn  what mistakes to avoid while handling a brand..

            Matt Haig points out in his introduction brands’ 7 capital sins: amnesia, vanity, megalomania, mystification, fatigue, paranoia si irrelevance, which lead to costly and embarrassing failures which affect the brand’s image.

            The market is unpredictable and no matter how brilliant an idea might seem during research, reality proves the brand that consumers’ reaction can’t be estimated in a précised way.

            Brands become popular in an unique formula and most of the times, because of their strong values, they don’t allow a multitude of extensions deviating from their principles.

            PR becomes a must in building an attractive image for companies, but deviating from honesty it’s power turns against the brand.

            Extending towards foreign markets could be difficult but becomes a true fiasco when cultural differences and consumer habits are overseen.

            Behind brands are people, regardless of them being celebrities, executives, business personalities of just teams whose work shouldn’t be ignored. But sometimes, despite efforts made, a bad collaboration, a lack of attention or a simple neglect could ruin a brand, as Matt Haig concluded, while analyzing human failures.

            Change should come only when problems appear and never when things go well.  Illogical rebranding of great companies having a consolidated position is the cause of other famous failures on which every entrepreneur keen on reinventing should meditate.

            Matt Haig is considering the remarkable failures of the IT and dotcom industry, the incapacity of some great names to survive the branch’s fall at the beginning of 2000 and also the changing of direction from values that imposed them on the market.

            In the case of an oldfashioned brand, the lack of a refreshment strategy which could redirect it’s falling together with a bad brand management are the guaranteed steps towards an irremediable fall,  regardless of quality which many times can’t be contested. .

            These are some ideas that resume this wise and same time relaxing lecture, which can be considered a miscellany of wisdom about the weak moments of some big brands.