The implosion of one’s brand can be caused by a variety of different factors (changing demands, lack of customer focus, etc.) However, in my opinion, I feel that most of these brands implode for one reason & one alone: comfortability! In this presentation, you will find a no fail guide to avoid brand implosion through three branding concepts.

1. 3 Quick Ways
to Mitigate
Brand Implosion
by Sidney Evans

2. It is virtually impossible to peruse any
magazine or watch a media outlet
without witnessing an individual or
company in the middle of brand
implosion.
As of late, I have opted for a life sans
TV in an attempt to exit the freeway
before the building is ripped to shreds.
That said, I completely understand the
voyeuristic appeal of watching these
events.
The implosion of one’s brand can
be caused by a variety of different
factors (changing demands, lack of
customer focus, etc.) However, in my
opinion, I feel that most of these
brands implode for one reason &
one alone: comfortability!
“Most brands
implode for one
reason and one
alone:
comfortability!”
3 Quick Ways to Mitigate Brand Implosion by Sidney Evans 2

3. In the beginning, the brand building
process requires enormous
creativity, tireless work, and a laser
like focus of your customer’s wants
& desires.
After that painstaking process is
complete, companies usually can lay
claim to a certain degree of brand
recognition replete with loyalty.
Unfortunately, some companies then
fall victim to an entitlement mentality
that clouds their ability to properly
assess situations. It is almost as if they
feel as though you are theirs for life no
matter what. Feels somewhat nefarious
in nature, doesn’t it?
That is exactly the point - Consumers
want to feel appreciated at all times
as well as heard.
“Unfortunately, some
companies feel as
though you are theirs
for life no matter
what.”
3 Quick Ways to Mitigate Brand Implosion by Sidney Evans 3

4. Here is a quick no fail guide to stop
your brand from imploding:
Stay proactive
Never become reactive. I can always
tell when a brand is reacting vs. being
proactive when they are following
trends and not setting them.
Strong brands lead the way. First to
market is not just fancy terminology but
a business strategy to assure the “first”
bird keeps the worm.
Companies should always ask
themselves, “what’s next?” in an
attempt to continue to push the
envelope of creativity. This helps
mitigate companies becoming stagnant.
Example: The new bike rental program
from Citi.
“Companies should
always ask
themselves, “what’s
next?” in an attempt
to continue to push
the envelope of
creativity. “
3 Quick Ways to Mitigate Brand Implosion by Sidney Evans 4

5. Take accountability
Counter to what one might think -
individuals & companies would be
much better off without ego.
It is human to make mistakes- most
consumers are forgiving of a few
fobbles. They just want them
addressed and corrected in an
expedient fashion.
The mistake that most make is the
lack of authenticity in the resolution
and ignorance of the root cause.
Further, they tend to be myopic in
scope lacking the robust macro focus
that is often needed.
Small issues usually have larger
issues that must be addressed
quickly to move forward.
Example: Exxon takes full
responsibility for spill.
“The mistake that
most make is the lack
of authenticity in the
resolution and
ignorance of the root
cause. “
3 Quick Ways to Mitigate Brand Implosion by Sidney Evans 5

6. Reposition
The process of repositioning can only
take place if step 1 & 2 are
completed, results dissected and
fixed quickly.
Companies that lead want a
healthy dose of feedback in order
to stay ahead of the curve. They
welcome it. The feedback is not seen
as criticism or a reprimand but an
opportunity for growth and utilized as
such.
The degree to which a company
ascends to brand dominance and has
sustainability depends on it.
Example: Burger King claims to have
changed its name to Fries King.
The common theme is courage
to: act, understand & lead!
“The feedback is not
seen as criticism or a
reprimand but an
opportunity for
growth .”
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