Short-Term Gains and Brand Damage : Branding Strategy Insider#more#more#more#more

Short-Term Gains and Brand Damage : Branding Strategy Insider: "Cadillac, like the rest of General Motors' brands, is going in the wrong direction. Cadillac is very likely to follow in the footsteps of Packard.
The most valuable thing a company owns is its position in the consumer's mind. When you tamper with this position, you are asking for trouble. Yet many companies spend much of their time doing just that. Tampering with the brand's position. Walmart's move into fashion, for example, was a total failure. Actually, Walmart was lucky its fashion foray didn't work. That would have hurt its low-cost reputation."