Awareness of the problems and pitfalls brands can encounter is an important step in maintaining a strong, healthy brand. I have identified the 40 Most Common Brand Problems and will share my thoughts on overcoming each of them over the next few weeks. As always, I welcome your comments.
Common Brand Problem Number 1: Decreased product or service quality, the cumulative result of gradual and incremental changes to reduce costs.
Analysis: There is the old story about each new brand manager of a coffee brand improving brand profitability and his or her promotion potential by slightly reducing the ratio of premium Brazilian coffee beans to the less expensive African beans. Each time, consumer research indicates no discernible difference in taste or preference, but one day the company discovers that its coffee brand share is significantly eroded. Brand quality erosion will catch up with you eventually.
Key Message: Focus cost-cutting on factors that are truly invisible to your customers, and most importantly, manage brands for the long term.
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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education