Tending and grooming the public image to keep a brand relevant and differentiated is the most critical task that marketing managers have before them .

Lesser managements however make the mistake of mixing up issues to damage their own brand. These managements consider advertising as an expense but an essential evil in promoting their brand. This most potent tool of brand building in such cases becomes the most effective way to actually damage yourself.

I came across an advertisement of a Jumbo Electronics recently trying to promote its offerings through a small classified advertisement.

How can a brand of such international stature make a mistake like this?