Investors may have their own ideas about what the companies behind the worst brands of 2013 were doing wrong. Chris Malone, Managing Partner of Fidelum Partners and author of The Human Brand, says the problems range from rampant cost cutting to plain old hubris. Blackberry, Sears, United, JC Penney and AT&T make up the list of the worst brands of 2013. Malone says these companies lost sight of what is of value to their customers with research showing that they rank very low on key factors of "warmth" and "competence".
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