For we are his
workmanship, created in Christ Jesus for good works, which God prepared
beforehand, that we should walk in them.–Ephesians 2:10
If I asked you to come up with a
brand that captivated you, I know you could probably rattle off dozens:
Starbucks, Apple. Ellen DeGeneres. Oprah. But what about those brands that have
shattered or disappeared before your very eyes? What happened to them? Brands
like Kmart (if you’re of a certain age, you’ll remember when this was the go-to
store). Tiger Woods, Izod, etc. In this era of social media, where we step into
our brand with every tweet and post, it’s crucial to look at how a can fall so
quickly from the A-List to the D-List.
Here are what I see as the most common branding mistakes. I call them “The Four Ds”
