Have you ever heard a brand backfire? It makes a loud popping sound when it happens. It's when an organization spends a lot of money on building it's brand (thinking that any brand-building activity will = profits, or at least more sales revenues) and then "WHOP" the only things increased are the alienation of their current customers, the yawns or worse the anger from their prospects creating a negative word of mouth maelstrom.
Why does this happen? I have several thoughts on this but want to get your feedback and then I'll share. Not fair is it? Ok, I'll get you started... one thing that tends to happen is the brand building is totally disconnected from the reality of the company.
Now it's your turn.