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How to Avoid Four Surefire Ways to Kill Your Brand

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  • Enzo F. Cesario
    A Free-Reprint Article Written by: Enzo F. Cesario Article Title: How to Avoid Four Surefire Ways to Kill Your Brand See TERMS OF REPRINT to the end of the
    Message 1 of 1 , Apr 16, 2010
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      A Free-Reprint Article Written by: Enzo F. Cesario

      Article Title:
      How to Avoid Four Surefire Ways to Kill Your Brand

      See TERMS OF REPRINT to the end of the article.

      Article Description:
      There are no guarantees of success when developing a modern
      brand. Brands are driven as much by the customer as they are
      by the originator, and the customer doesn't always want
      what's being sold. What follows are four ways you can miss
      the point, and some advice for avoiding them.

      Additional Article Information:

      831 Words; formatted to 65 Characters per Line
      Distribution Date and Time: 2010-04-16 10:15:00

      Written By: Enzo F. Cesario
      Copyright: 2010
      Contact Email: mailto:ennzo.f.cesario@...

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      How to Avoid Four Surefire Ways to Kill Your Brand
      Copyright (c) 2010 Enzo F. Cesario

      There are no guarantees of success when developing a modern
      brand. There is no switch that will pour out money, there are no
      stunts that will automatically create attention, and there is no
      how-to manual that, if assiduously followed, will assure your
      brand's place in the annals of the great Internet legends.
      Brands are driven as much by the customer as they are by the
      originator, and the customer doesn't always want what�s being

      That said there are certain behaviors and practices that are
      guaranteed to kill a brand, virtually without fail. There are
      always exceptions to the rule, but by and large you can at least
      count on these 'do nots' as fairly ironclad rules. What follows
      are four ways you can miss the point, and some advice for
      avoiding them.

      Misfire #1 - Number Chasing

      This may feel like a complete turnaround from previous articles.
      After all, we've discussed metrics and their usefulness in
      measuring success, haven't we? Surely the larger an audience the
      better a brand is doing.

      The problem with this logic is that it confuses the goal with the
      measurement. Instead of focusing on satisfying customer demands
      for particular content or a certain product quality, the company
      focuses on making sure web traffic stays high. This kind of
      thinking disconnects you from the actual cause-and-effect of
      working on the product you're pitching, and creates an
      artificial reality that will do your brand no good.

      As a rule of thumb for avoiding this behavior, consider the way
      you set goals. If you find the goal focusing on increasing
      audience numbers or some abstract figure instead of refining your
      core product, it's time to re-evaluate.

      Misfire #2 - Going by Rote

      Part of maintaining a modern brand is providing regular content.
      Updating frequently enough to maintain viewer interest is vital
      for any service, and making sure the physical product is
      advertised for the public's awareness is equally important if
      sales are the goal.

      That said, there is a problem inherent in a scheduled updating
      system that can sneak into the provider's routine. Specifically
      we're speaking of the tendency to update without purpose. You
      see it frequently on twitter or certain blogs, where the provider
      is strapped for ideas and just posts a bit of airy, fluffy filler
      because 'it's time to post.' While this does meet the
      customer's expectation, this can work against you, as it leaves
      a bit of the 'what was the point?' question in their minds.

      Instead, consider missing out a day if you genuinely don't have
      content to provide. It happens, there are slow days for everyone.
      Missing the routine for a day will give you time to pull up some
      new content, and when the audience chimes in and sees there
      isn't an update, they'll be curious and more likely to check
      back the next time.

      Misfire #3 - Fadding Out

      The difference between a movement and a fad is that a fad sits on
      the surface of things, changing very little; whereas a movement
      alters the very basics of how the world functions. 'Virtual
      Reality' was a fad. People hyped it up, but there was no way the
      majority of people were going to shell out thousands for VR
      systems and their ten-pound headsets. Twitter is a movement,
      having developed a broad appeal and fundamentally changed the way
      people think about spreading information.

      We have spoken of the need for innovation and the ability to take
      risks in brand development, and these things are still true.
      However, how innovative is it to jump on board something someone
      else has created? Instead of following the trends, focus on what
      your brand needs and how it functions. If adding in an element
      makes sense, do so without hesitation. If you have to force it,
      forget it.

      Misfire #4 - Losing Focus

      At this point it's virtually ancient history, but there is a
      lesson for modern brand development in the Video Game Crash of
      the 1980s. The short of it is that every single company worth
      mentioning decided video games were the future, and opened up a
      video game division. They launched these efforts without any
      serious dedication to the craft of game design, and some
      succeeded while others failed. The most bizarre entrant was
      Quaker Oats, the people that make oatmeal. The result was a
      complete disaster.

      What business would an oatmeal company have making games? On the
      surface, any business they desired. Perhaps it was always their
      secret passion, who knows? However, they lacked any serious
      experience in the venture, and you probably can't find ten
      people out of a thousand who remember what game or games they put

      Focus on your message. This ties in with the idea of fads, but
      warrants its own point. If you have to stretch yourself or come
      up with a new department to accommodate a new idea, it's time to
      sit down and decide just how essential this idea is to your core

      Enzo F. Cesario is an online branding specialist
      and co-founder of Brandsplat, a digital content
      agency. Brandsplat creates blogs, articles, videos
      and social media in the "voice" of our client's
      brand. It makes sites more findable and brands more
      recognizable. For the free Brandcasting Report go to
      http://www.BrandSplat.com/ or visit our blog at

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