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6 Common Causes of Brand Failures: Mexx Is Closing All Its Canadian Stores
6 Common Causes of Brand Failures: Mexx Is Closing All Its Canadian Stores
The news earlier in 2015 that Mexx is closing all its Canadian stores came as a huge disappointment
for my family.
Disappointment because The Dutch retail chain was our favorite place to shop for clothes: the quality
was good, and prices reasonable.
Surprise because Mexx stores were some of the busiest places at the malls around us.
The Mexx brand is just one of the few that are struggling, or have disappeared completely. Sony also
announced the closing of all its Canadian stores, while US retail giant Target completely exited the
Canadian market, less than 2 years after launch.
It’s hard to believe that brands that once defined a category have now vanished or struggle mightily:
Nortel, Blockbuster, Nokia (cellphone business), Blackberry.
It’s like saying that Apple will not be around in the next five years.
The first question we ask ourselves as marketers is: what happened? How can a brand that was once
so strong and dominant, become so irrelevant?
A closer look reveals some common causes of brand failures. Here are some of the most “popular”,
ranked in the order of “fix-ability”, starting with situations that can be easily corrected, and ending
with the ones that are almost impossible to recover from.
From a product perspective, Fage qualifies as the authentic Greek yogurt on the US market: the brand
is owned by the same company that enjoys the leading market position in Greece. However the
undisputed US market leader is Chobani, a brand launched 9 years after the Fage brand.
Consistent communication of the brand message is key to getting into the minds of consumers.
Brands that are not on the radar do not exist. In order to become a player, the brand communication
budget has to be on par with the competitive brands you are trying to displace.