How To Avoid A "Brand Crisis"

Know your brand and why it works (assuming that it does). Then stay on target with that brand and use it as an established formula and consistent platform for all that you choose to market going forward. Your brand is your identity - put simply, when you change your brand, you lose your established identity and have to start building credibility, consistency and a reputation for quality with a new one. You may lose a tremendous intangible but income-producing asset in the re-branding process. This is not merely a superficial change -- it is a change which can make you virtually unrecognizable to your loyal audience, subscribers and customers.

The Mad Marketing Tactics Blog is part of a brand -- there is a style; there is a substance; there is an ugly red button; there is a subject matter focus; there is a sardonic presentation; there is a guy sitting in the pilot seat.

A case-in-point discusses how Oprah Winfrey started losing her audience, influence and traction when she all-too-radically changed her brand to the OWN Network - read on...

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