Okay, so children collecting next to an effigy they've made of Guy Fawkes are a rare sight nowadays. Kids seem instead to favour the American practice of extracting money with menaces at Halloween! But that the name Guy is still mud across the land when the incident took place in 1605 is remarkable.

It's a useful reminder to us that brands can be bad as well as good, and that they can be very persistent! Whether we like it or not, we have a brand, but we aren't in control of it, since it exists solely in people's heads. However, we can at least try to influence the brand perception. Unfortunately it's much easier for bad experiences to influence our brands than good ones, and not such a surprise therefore that poor old Guy is so well remembered.

So take care, every customer contact or “touch point” is an opportunity to impress or otherwise - even when you aren't using gunpowder, things can get blown out of all proportion.

Penny for your thoughts?

Nigel Penn-Simkins 0118 951 9450