You might wonder why we should know how to ruin a brand. Because so much has been talked about branding all around that, I think focus may be placed on a few simple issues that would put red alert in your mind for not doing these things ever:
• Design a product in such a way that you feel right, even if it goes against what customers want. If it is designed according to your wish, you would look at it with ultimate pride.
• Do not promote your brand, since you think the product is perfect in your eyes, so “free” word-of-mouth will take care of this issue. You don’t have to worry about positioning.
• Keep a meager sales force, because if consumers “pull” your brand at retail, the retailers will try their best to procure your brand from wherever they can. So don’t worry about collecting orders and effective distribution.
• Heavily discount your brand all the year round so that you can compete with generics, you may also harass your competing brands. If growth continues, profit may come one day, so why worry?
• Do not update “brand visuals” (like product style, packaging, symbol, etc.) over time, because it is the physical content of a brand that matters, not visuals, right?
• Do not collect samples of competitors’ brands or watch their promotion to understand their brands, because you are already knowledgeable enough to understand everything! Why should you loose self-respect by being curious of other brands?