(And What to Do About It)

Here's a shocker: 90% of brands are walking corpses. They're the marketing equivalent of "The Walking Dead" – shambling along, barely alive, waiting for the inevitable axe to fall.

You're probably thinking, "Not my brand. We're different."

Spoiler alert: You're not.

Remember Kodak? The brand that was once synonymous with "camera" is now synonymous with "colossal failure." They had the future in their hands – quite literally. They invented the digital camera in 1975. And then? They buried it.

Why? Because they were afraid it would eat into their film sales.

Plot twist: It did anyway. Just not for them.

This isn't just Kodak's story. It's the story of countless brands that are right now, as you read this, marching confidently towards their own obsolescence.

So, let's rip off the band-aid and look at the five deadly sins that are probably killing your brand right now:

1. Identity Crisis: You Stand for Nothing Quick, in one sentence, tell me what your brand stands for. Stumped? Congratulations, you're in the majority. And the majority is failing. Most brands are like teenagers at a high school party – desperately trying to fit in, terrified of standing out. News flash: If you're trying to appeal to everyone, you'll appeal to no one. Apple doesn't try to be Dell. Nike doesn't try to be Sketchers. They know who they are. Do you?

2. Audience Amnesia: You've Forgotten Who You Serve Your customer isn't "everyone with a pulse and a credit card." If that's your target market, you don't have a target market. You have a prayer and a shotgun. Brands that win know their audience better than the audience knows themselves. They don't just sell products; they sell identity. They don't chase customers; they attract devotees.

3. The "Me Too" Trap: You're a Copycat, Not a Leader "But our competitors are doing it!" is the battle cry of the mediocre. If you're following the herd, you're already behind. Innovation isn't about being first to market. It's about being first to matter. Netflix didn't invent movie rentals. They just made them not suck.

4. Experience Disconnect: You Promise Heaven and Deliver Hell Your brand isn't your logo or your tagline. It's every single interaction a customer has with you. Every. Single. One. If your ads promise paradise but your customer service delivers purgatory, you don't have a brand. You have a lie.

5. Growth Paralysis: You're Standing Still in a World That's Sprinting The market doesn't care about your success. It doesn't care about your history. It certainly doesn't care about your comfort zone. Brands are like sharks: they move forward, or they die. And let me tell you, there are a lot of dead sharks floating in the business ocean.

Now, if you're breaking out in a cold sweat, good. That means you're alive enough to feel fear. And fear can be a fantastic motivator.

But here's the twist: Knowing you're in trouble is half the battle. The other half? That's where it gets interesting.

You could keep doing what you're doing, crossing your fingers and hoping you'll be the exception to the rule. (Spoiler: You won't be.)

Or, you could take a hard look in the mirror and ask yourself the tough questions. Questions like:

• What do we stand for that no one else does?

• Who do we serve, and are we serving them in a way that matters?

• Are we leading or following?

• Does every touchpoint of our brand live up to our promises?

• How are we evolving to stay relevant?

These aren't easy questions. They're not supposed to be. They're supposed to make you uncomfortable. Because discomfort is where growth happens.

And if you're really brave, if you're ready to face the brutal truth and do something about it, there's a next step.

Take our Brand Ambition Quiz. It's not for the faint of heart. It won't coddle you or stroke your ego. What it will do is show you exactly where you stand – and what you need to do to avoid becoming the next Kodak.

Because here's the truth: Your brand is probably in trouble. But it doesn't have to stay that way.

The choice is yours. Stay comfortable and join the 90% in brand oblivion. Or get uncomfortable, face the music, and join the 10% that are reshaping the world.

What's it going to be?

–> Take the Brand Ambition Quiz Now

P.S. Still think your brand is fine? That's exactly what Kodak thought. Don't be Kodak.