CONFUSE FIRST-TO-MARKET WITH INNOVATION
Almost every brand being introduced seems to be premised on being new and different. What drives brand strength is how quickly brand strength develops its relevance. While first movers have a definite advantage, if they don’t provide consumers with relevant differentiation, they will not continue to grow. Speed plays equally in both directions. Brands are growing at Internet speed, but they’ll decline just as quickly if they don’t stay fresh, relevant and distinct.
CONFUSE MARKETING FOR BRANDING
Spending buckets of marketing money won’t salvage a weak brand. A company uses symbols and words to build corporate values and brand promise among customers. Marketing is the way a company presents those symbols and words to end users. Without a strong brand proposition, no amount of marketing spending will attract and retain customers.
FAIL TO DELIVER ON THE BRAND PROMISE
Keeping promises is more important than good intentions. Authentic and demonstrable claims must link back to the brand promise and companies must deliver on them. The Internet is an extremely unforgiving medium, and a bad experience is an irrevocably bad experience on the Internet. To endure, Breakaway Brands never make claims on which they can’t deliver.