"A brand should always keep in mind that prestige is not enough....

 ...It has to be the leader of the category, the one and only, and must give total satisfaction to its customers. Customers will not allow failure and must trust brands in order to obtain confidence from them."

– Laura Ruvalcaba and Deborah Elkes, Group Brain, Mexico

A hard lesson learnt by Google in the UK recently - with the brand experiencing a 38% decline in desirability due to tax avoidance issues.

Read more.