Branding Mistake Examples Done By the Big Brands Part One
Trying to Sell Food Under a Brand That Virtually Everyone Associated With Toothpaste Just Couldn't Go Well.
This now-famous example of failed branding shows the impact branding has on how a company's products are perceived. It may be that the "Colgate Kitchen Entrees" tasted delicious. Without the right branding, they were a huge flop.
Now, let's see some others branding mistakes you can take the lesson from!
#1 Associate a Brand With the Wrong Products
When it comes to branding, sometimes less is more. Use your company and brand names carefully and not indiscriminately.
Anything you brand should be in line with your brand's values and message such as what can be found on your personal business card. When a brand partners with another company or product with little to do with its own message, it can become confusing and dubious to consumers.
Disney, for example, felt this when the company launched cherries under the Hannah Montana brand in 2009. This not particularly obvious choice raised questions even among fans of the Hannah Montana show - "I beg your pardon? Cherries? "
Without a comprehensible connection between cherries and the Hannah Montana brand, this step by Disney can definitely be considered a branding failure. Don't make the same mistake. Think carefully about which products suit your brand.
#2 Disregard the Global Perception of the Brand
When developing your brand message, consider how it will resonate in other countries. Even if you may not be operating internationally at the moment, it doesn't hurt to check whether you may have inadvertently formulated a brand message that could make future expansion problematic.
Pepsi is a prime illustration of how multinational branding might go terribly wrong. The drink was introduced in China with the name "Pepsi brings you back to life," a direct version of the American slogan.
In direct translation, what literally means "Pepsi will get you alive again" to American consumers means "Pepsi will get your ancestors back from the grave."