| Your customers own your brand |
 |
 |
 |
|
It's not about what you're selling that counts. It's what your customers are buying from you. As people start identifying with whatever 'personality' your brand/company puts across, it starts becoming hard to change anything that links to it. This is why it's so vitally important to get it right in the first place.Coca-Cola US learnt this the hard way when they tried to change the product formula to a sweeter version (in order to compete directly with Pepsi's flavour - which was preferred by consumers in blind taste tests). People were really unhappy that their brand had been changed. The Coca-Cola company soon realised their mistake and re-launched the original Coke alongside the New Coke. |