Google Nexus One debacle reminds us yet again that failing to consider and deliver against a brand’s core attributes can be damaging, even for (perhaps especially for) a dominant brand. Google has built its reputation for excellent delivery of clean, considered and innovative services that make everyday life easier. The brand is based on instant and informative response. So a product launch marked by poor execution, poor performance and, worst of all, lack of customer responsiveness is not only bad, in and of itself. It is made much worse by the degree to which it stands in marked contrast to the behaviors that made the Google brand a juggernaut. If anyone had forgotten that branding is a on-going and never-ending process, this should be a timely reminder.