Branding. It’s the single most important thing about marketing. A brand communicates how a company wants to be perceived – or how it wants you to think about its products. Branding is a combination of one part image, one part slogan, and 98 parts repitition. Great brands are not created overnight. They are built slowly, one message at a time, until the brand becomes etched in your conciousness. Brands are expensive to build. But their worth their weight in gold. Which makes it all the more interesting – and madning – when I see a company kill a brand that resonates with the public. Don’t believe me? Let’s take a look at three brands that have been killed-off by their corporate masters, and examine the who, what, and why they died (and perhaps why killing them was a dumb idea).
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