Toxic Brand Greenhouse Effect
2009/04/09 Leave a comment
You have seen it, the brand that has collapsed from self-inflicted toxic branding–the Toxic Brand Greenhouse Effect.
The Greenhouse Effect is a simple concept where the sun heats the earth and more heat is kept inside the atmosphere by greenhouse gasses than radiates outside the atmosphere. In other words the planet gets hotter and hotter.
Brands work in a similar fashion and marketers that keep adding brand stories, features, attributes or complexity, cause the same result, toxicity.
Why does this happen?
As you add stories to a brand more people are attracted and some people are repelled. It is human nature to keep adding ‘value’ and eventually the brand, like an average IQ score, fits no one.
Consider the use of Persona masks to understand how to align brand value to prospective customers.