From the Digital Box Set: This week, we explore a very interesting marketing predicament: When brands get trapped by their own image. Every once in a while, expensive brand images circle around to damage the brand. Like Apple, which acted completely out of character when an iPhone prototype was found in a bar. Sometimes, a brand image can actually kill a brand - like Pets.com, which created an image it couldn't deliver on. Or the diet suppressant called Ayds, which found itself trapped inside a 40-year old brand image when AIDS the disease began its devastation. Or the Hummer, which found itself trapped in an era of gas-price and climate concerns. Then there's the Hans Brinker Budget Hotel in Amsterdam - worst hotel in the world, with the worst brand image - and they like it that way.
This is an archived episode that aired originally on March 24, 2012.
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