- Southwest Airlines (The airline’s issue with safety inspections and its subsequent reaction has tarnished it’s fun-loving image).
- The Gap (After trying a myriad of media tricks to get attention and 15 quarters of declining sales drops, the retailer has suspended TV ads).
- The Los Angeles Lakers (Unlike the “Showtime” brand of the past, the Lakers couldn’t even keep the attention of their own fans)
- Oprah (“Oprah’s Big Give” TV show was an instant flop and one of the many recent stumbles for the overexposed media queen).
- MTV (No more full-length videos, and the station’s programming now amounts to reductive reality crossovers and tasteless dating shows).
- Dunkin’ Donuts (The new owners pushed DD coffee into stores and supermarkets while touting Rachel Ray and dismantling of the firm’s original neon sign).
- Victoria’s Secret (Since 2004, when the company hired unsexy folk legend Bob Dylan to appear in ads, Victoria’s Secret has been groping in the dark)
- Apple (In an age when no-name companies make phones of equal quality at a fraction of the price of an iPhone, how long can Apple keep sales and its cool factor up?)
- Trump (Trump has become a trinket tycoon, feverishly trading in on his name to peddle a bazaar’s worth of crap… like Trump water and Trump cologne).
- The Everybrand (I didn’t quite get what he was saying about this one)
My take: I agree with many, but not all, of the brands on the list…
- I agree with these being on the list:
- I disagree with these being on the list:
- Apple (it’s coolness still has some staying power); Southwest Airlines (it can recover from the recent snafu) and Dunkin’ Donuts (okay, I just like Rachel Ray).
The bottom line: Your brand is a terrible thing to waste.