38 Ways Brands Generate “Badwill”
January 1, 20144 min
I’ve just been re-reading parts of Matt Haig’s Brand Failures: The Truth About The 100 Biggest Branding Mistakes Of All Time. While the edition I’m looking at is now close to ten years old, its ideas are a timely reminder that though the purpose of brands is to generate goodwill and margin, failure to deliver on expectations and the subsequent “badwill” that engenders is never far away.