Holistic Branding: Disadvantages

Holistic Branding also has it's disadvantages.

Especially when brands reside within one person, the fate of the brand fluctuate with the fortunes of the person too.

For example, Martha Stewart epitomizes Martha Stewart Living Omnimedia. In 2002, Stewart was accused of selling shares in pharmaceutical company ImClone, just before an announcement was made that its new drug application had been denied. Upon her criminal conviction, her business was impacted adversely as advertisers pulled their ads, her television show was cancelled and she was forced to relinquish roles in her company.

Personality-driven business brands are able to capitalise on a charismatic leader, however if something should happen to the leader, whether due to retirement or other circumstances, the value of the brand could be adversely affected. Scandals can also affect the public perception of the brand. Growing scepticism continues to build around the office of the US president especially in situations when when president Richard Nixon was involved with the Watergate Scandal and was impeached.

It is important to closely ensure and monitor that all three brand elements are working in tandem to ensure optimal benefit.

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