Myth 1. Brands are just a way of charging you more for the same product
Myth 2. Once lost, trust can never be rebuilt
Myth 3. A strong brand can be used to prop up a bad business
Myth 4. Technology is diminishing the power of brands
Myth 5. Branding is just about the logo and advertising
Myth 6. Brands don't have financial value
Myth 7. Differentiation is dead. Distinctiveness matters
Myth 8. Customer is always right
Myth 9. You need many decades to build a truly global brand
Myth 10. A brand is 'owned' by the marketing department
Myth 11. Brand purpose is just CSR by another name
Myth 12. Customers are seeking a personal relationship with your brand
Myth 13. Branding is subjective. It's all fluff and art with no rigour and science
Myth 14. In certain types of business, brands don't really matter
Myth 15. Branding has nothing to do with the customer experience
Myth 16. Branding is all about the product
Myth 17. Creating brand names is easy
Myth 18. Brands are just consumer goods
Myth 19. Brands are just about what happens on the outside
Myth 20. There is no such thing as brand loyalty.
