[et_pb_section fb_built=”1″ _builder_version=”3.22″ da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_video src=”\/https:\/\/youtu.be\/aQFYjjSomPY” admin_label=”Video” _builder_version=”4.10.6″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” image_src=”https:\/\/canonwing.com\/wp-content\/uploads\/2021\/09\/MIL-YT-92M.jpg” title_text=”MIL-YT-92M” sticky_enabled=”0″][\/et_pb_video][et_pb_text _builder_version=”3.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]<\/p>\n
Each entrepreneur with a fledgling new venture wants to know how to come out of nowhere; wants in on the secret about the one sure fire way to create a successful brand with lasting brand loyalty. So what is it that can make a brand fail and how can one avoid the pitfalls to ensure that this does not happen?<\/p>\n
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Good products that work perfectly can still fail if the branding exercise is flawed. To make sure that the product does not fail and is able to achieve the success it is capable of, it is important to think less about the product or the brand and more about the ideal individuals that the product is targeted towards. As Canon puts it, branding isn\u2019t a one way conversation but a dialogue; a discussion \u2013 the best conversationalists are the ones that listen<\/em>. It is important to connect and interact with the ideal individuals and to present them with a real possibility of a greater future.<\/p>\n <\/p>\n <\/p>\n A classic example is that of Cosmopolitan Yogurt that lasted all of 18 months in the market because people wanted to read a Cosmo, not eat it. Another apt example of disastrous branding was that of the Tata Nano car. Then CEO of Tata Motors Ratan Tata made a promise to create the cheapest car in the world; give people access to a four wheeled vehicle for just $2000. It was a good small car, compact but spacious and designed for two wheeler owners who aspired to a four wheeler. It was a sincere effort by the company to create a genuine opportunity for Indians with aspirations beyond the humble moped.<\/p>\n <\/p>\n <\/p>\n In creating the \u201ccheapest car in the world\u201d the company thought they were giving people what they wanted. However the company made the fatal mistake of grossly misunderstanding their ideal audience \u2013 an aspirational class who did not want to be reminded that this \u2018cheapest car\u2019 was all they could afford! The Nano brand became inextricably intertwined with economy so that the buyer would prefer a trendy $1000 motor bike to a $2000 car. The Nano failed to deliver on the aim of status enhancement that so many first time car owners wish for. Sales faltered, exports dwindled and the car became the object of unflattering social media memes. The company has now announced that the Nano will no longer be manufactured; it was the end of a dream. Perhaps a different, more effective branding exercise could have created a whole different story!<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n People remember how your brand makes them feel. To make your ideal audience feel good about your brand is to really listen to them; give them the validation they seek. Get honest feedback about your brand from people. Find out if their brand perception matches yours, whether your brand fulfils the real needs of the entrepreneur and try to create a real connect with them. Tweak, change, redefine and redesign your brand to be what your ideal audience desires.<\/p>\n <\/p>\n <\/p>\n Thank you so much for joining me! If you enjoyed this episode follow me on FB and IG and subscribe to my YouTube channel, so you don\u2019t miss a single thing. I release new videos every Tuesday and Thursday, so treat these episodes as a masterclass for becoming an Inspiration to Millions with Branding. And as always the way to becoming an Inspiration to Millions and having FUN while you\u2019re at it, starts with our motto: Love What You Do and Love How You Do It.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Good brands sometimes go kerplunk! You can have pure intentions, a great product, a formidable marketing budget, and it can STILL go awry. There is ONE key reason good brands fail, and knowing about it now can make all the difference later. Let\u2019s see what it is…<\/p>\n","protected":false},"author":3,"featured_media":225710,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n Each entrepreneur with a fledgling new venture wants to know how to come out of nowhere; wants in on the secret about the one sure fire way to create a successful brand with lasting brand loyalty. So what is it that can make a brand fail and how can one avoid the pitfalls to ensure that this does not happen?<\/p>\n\n\n\n Good products that work perfectly can still fail if the branding exercise is flawed. To make sure that the product does not fail and is able to achieve the success it is capable of, it is important to think less about the product or the brand and more about the ideal individuals that the product is targeted towards. As Canon puts it, branding isn\u2019t a one way conversation but a dialogue; a discussion \u2013 the best conversationalists are the ones that listen<\/em>. It is important to connect and interact with the ideal individuals and to present them with a real possibility of a greater future.<\/p>\n\n\n\n A classic example is that of Cosmopolitan Yogurt that lasted all of 18 months in the market because people wanted to read a Cosmo, not eat it. Another apt example of disastrous branding was that of the Tata Nano car. Then CEO of Tata Motors Ratan Tata made a promise to create the cheapest car in the world; give people access to a four wheeled vehicle for just $2000. It was a good small car, compact but spacious and designed for two wheeler owners who aspired to a four wheeler. It was a sincere effort by the company to create a genuine opportunity for Indians with aspirations beyond the humble moped.<\/p>\n\n\n\n In creating the \u201ccheapest car in the world\u201d the company thought they were giving people what they wanted. However the company made the fatal mistake of grossly misunderstanding their ideal audience \u2013 an aspirational class who did not want to be reminded that this \u2018cheapest car\u2019 was all they could afford! The Nano brand became inextricably intertwined with economy so that the buyer would prefer a trendy $1000 motor bike to a $2000 car. The Nano failed to deliver on the aim of status enhancement that so many first time car owners wish for. Sales faltered, exports dwindled and the car became the object of unflattering social media memes. The company has now announced that the Nano will no longer be manufactured; it was the end of a dream. Perhaps a different, more effective branding exercise could have created a whole different story!<\/p>\n\n\n\n People remember how your brand makes them feel. To make your ideal audience feel good about your brand is to really listen to them; give them the validation they seek. Get honest feedback about your brand from people. Find out if their brand perception matches yours, whether your brand fulfils the real needs of the entrepreneur and try to create a real connect with them. Tweak, change, redefine and redesign your brand to be what your ideal audience desires.<\/p>\n\n\n\n Thank you so much for joining me! If you enjoyed this episode follow me on FB and IG and subscribe to my YouTube channel, so you don\u2019t miss a single thing. I release new videos every Tuesday and Thursday, so treat these episodes as a masterclass for becoming an Inspiration to Millions with Branding. And as always the way to becoming an Inspiration to Millions and having FUN while you\u2019re at it, starts with our motto: Love What You Do and Love How You Do It.<\/p>\n","_et_gb_content_width":"","footnotes":""},"categories":[27],"tags":[53,56,47,43,52,44,45,54,60],"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225709"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=225709"}],"version-history":[{"count":4,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225709\/revisions"}],"predecessor-version":[{"id":225715,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/posts\/225709\/revisions\/225715"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media\/225710"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=225709"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/categories?post=225709"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/tags?post=225709"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Listen to your ideal audience.<\/strong><\/h2>\n
The one mistake that dooms good brands to failure.<\/strong><\/h2>\n\n\n\n
Listen to your ideal audience.<\/strong><\/h2>\n\n\n\n