Management consulting has come up with some mistakes brand managers make and how the same may be avoided. The vampire effect speaks about how a product may in the drive towards business innovation create something unique yet irrelevant. One must never try to please the entire market. One must under-promise and over-deliver, not the other way round. Just because something is new, does not mean it will enhance brand reputation. The consumer may have good first impressions, but unless the product actually adds value, the same will be dumped by the market on closer introspection. The brand positioning must be authentic and not pseudo with false advertising. Overall, the brand must never be pulled purely by the forces of advertising alone ascorporate strategy needs to consider a more holistic view.