5 brand-busting mistakes to avoid

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Source: Entrepreneur.com

In my 25 years as a branding consultant, I've seen companies make major branding mistakes, some real doozies. One company wanted to tout itself as the most innovative, even though it spent zero dollars on research and development. Another acquired a well-respected competitor and then immediately changed its name, leaving millions of dollars worth of good will on the table. Those are obvious offenses. Many other companies make all-too-common--subtle yet avoidable--mistakes that sap the value right out of their brands. Here are five I would caution against.

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