Archive for the ‘brand-in-trouble’ Category

Over-Promise and Under-Deliver- The new brand mantra?

By SK | Brand Challenges, brand-in-trouble, Consumer Behavior

Zainab Khan, the magna cum laude graduate of Harvard University, is an emerging brand in the rapidly expanding field of studying-abroad guidance. Although the field is nothing new, it had been confined to a small niche for a long time with few specialists manning the boundaries. But with more foreign universities especially from UK and

Ufone -Yawning Gap between Brand Promise and Customer Service

By SK | brand-in-trouble, Branded Connections, Consumer Behavior

One of the worst things you could do as a brand is not deliver on your brand promise. Ufone has tried to position itself as the harbinger of impeccable customer service in Pakistan. It has come up with its own version of the ten commandments, the first one of which is ‘Service First’. Even the

DawnNews in Urdu- What went wrong?

By SK | Brand Challenges, brand-in-trouble, Media Brand, TV Branding

When Dawn launched their TV channel with the brand name ‘Dawn News’ a couple of years back, it was perfectly in line with the immutable laws of branding. It made use good use of an already established brand name Dawn and augmented the brand essence of the newspaper. It positioned itself as the leader of

Telenor Easypaisa- a futile exercise in branding?

By SK | Brand Challenges, brand-in-trouble

Telenor’s new branded service easypaisa appears to be a novel concept, intended to remove the hassle in the payment of utility bills. What’s more, you don’t have to be a Telenor customer to avail this service.   Now only if the service worked as it was communicated to the entire nation by a very expensive

T20 Cup Final – Geo Super Erodes its Brand Equity

By SK | Brand Challenges, brand-in-trouble, TV Branding

Did you watch the T20 Final between Pakistan and Sri Lanka on Geo SUper? Did you hear what the commentators said after the winning runs? I couldn’t.  Why? Because the abominable Geo animated character was dancing to the equally repressible jingle ‘Geo to aisey’.  Either a child was at the controls hitting the animation button gleefully, or a mentally