Failure IS an option, when you've got the wrong tools. After years of observation in the field, brand specialist David Brier isolated the exact formula to create a Sh*tty brand, seeing what corporations and startups do to boobytrap their success. You will find these to be true and helpful, to sidestep that curb of sh*t-infested stupidity that many brands trip over. Follow David on twitter @davidbrier Find out more at DBD International's Website at http://www.risingabovethenoise.com where you can subscribe to your own updates and download your free copy of The Lucky Brand eBook. David Brier will help you get there. It's where leading entrepreneurs and brands turn to to stay the course to success, brand leadership and knowing when to rock when others roll.