| 1. |
Democratic brand decisions. Brand leadership means democratic discussions but clear decisions. These are rarely reached through unanimous consent.
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| 2. |
Focus on eliminating weaknesses instead of strengthening strengths. People are attracted to strengths not the absence of weakness. |
| 3. |
Flirting with reduced pricing and price promotions is the way to ruin profitability and image.
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| 4. |
Too much change – namely, continuous changes in brand appearance – consistency and continuity are the keys to success. |
| 5. |
Defining brand management narrowly as a communication or corporate design task. The branding effort encompasses the whole company. |
| 6. |
Creativity without empirical foundation – chances are this creative idea is not as relevant to your customers as it should be. |
| 7. |
Regard brand investment as costs. |
| 8. |
Underestimating the importance of product design – people are visual beings and design sells even in B2B. |
| 9. |
Rushing branding – brands are not built overnight, yet are ruined quickly by wrong decisions. Your organization needs time to adjust. |
| 10. |
Focusing too much on brand appearance instead of brand substance. Neglecting brand substance is like not brushing your teeth – in the long run it'll hurt. |
