10/5/2010

The biggest brands -- Nike, Apple, Coca-Cola -- acquire an aura of invulnerability, but they're actually incredibly delicate, writes Mike Figliuolo. Companies only have to overpromise and underdeliver a few times to wipe out their credibility and their brand value. "Brands are promises folks. Any time you break that promise, your brand dies a little inside," Figliuolo writes.

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