It is not about being no. 1

When something doesn’t work, it frustrates us especially when in the middle of things the product and or services fail us. When services or products don’t perform, it increases the stress levels so much, so with today’s Internet social sites, we attack the product/service to spite them if necessary. Brands need to remember that should their brand promise fail—the brand suffers irreparable damage. This damage cannot be measured and should we try, surely the amounts of money spent to generate an awareness is rebuffed and totally lost. So the question remains; why do brands continue this practice with poor to no deliverables, spending tons of money to promote stress? A good example would be the telecommunication companies that persist to peddle poor services. The reason I believe this is so, is because they can get away with it carting off money generated upon a launch period, only to discard the brand thereafter. This is possibly the reason they brand services over and above the corporate image, which is lost anyway with their poor strategies.

Generally, this would be regulated with an active and comprehensive Department of Trade and Industry (DTI). Unfortunately for us, the department is only interested in generating an income from registrations due to compliance, disregarding the services they are required to protect consumers from. Now if we have courts where we can seek redress, we can minimize if not regulate the many brands that are created for this dubious objective. Having to wait decades for resolutions for redress needless to say is fortuitous. Imagine running after a brand for using your brand title, complaining to the Intellectual Property Office and or the DTI costing you money, only made to wait due to the endless procedures government employees hide behind. This tells us it is but a useless exercise.