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What marketing mistakes can destroy a brand?
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Customers engage with brands at all touch points. Too often, brand management is focused only on advertising or PR, but not on customer service. Brands frame a promise and promises raise expectations. Not fully understanding the promise and how to meet or exceed the expectations created by the promise(s) is a key reason brands can run into problems.
Recognize also that customers are only one of the myriad of stakeholders and organization has. All stakeholders can create or destroy perceived value, either directly, or in concert with others. Failure to understand this and think only about customers and no other stakeholder also can lead to disaster. The #1 stakeholder should be the employee, not the customer. If we cannot get our own employees to understand and live the brand, we cannot meet the expectations we create.
Well there are probably a lot of answers to that question but here's possibly one way. Not listening to their market and lack of innovation/adaptation to the ever evolving way people communicate. I remember a client told me once that he didn't think his customers were on facebook - I told him " well your in the wrong business then" The reality is that its easier than ever before to reach our market, if we don't know how or lack the interest or sense to communicate with them, how they prefer (which I am guessing is not the telephone) then they will find someone who will. :)
I might argue that marketing doesn't destroy the brand so much as bad experiences. Hence the rise of the "Reputation Management" industry.
Due to social media, marketing and operations have become intertwined, so while correct messaging is important for positioning, lead gen. etc., customer/fan interaction is also just as important. Just ask Dell.
You could ruin a brand if you build a bad marketing strategy.
This could happen if you build a product or service thinking about a specific niche and fail to achieve what this particular niche expects from your product / service / brand.
Another example with the same problem would be: you have a product / service made for a niche and fails to reach them (by advertising using the wrong channels or focusing on the wrong niche on advertising and communications).
Marketing, in a broad sense, can destroy the brand also if you build a product or service ignoring what the specific market segment you are building this product / service for demands.
Hope I have helped.
Ian: Any/every element of your entire marketing mix---product/service...price...place (distribution)...promotion...and bad customer service.
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