JR Raphael from PCWorld had an amazing column, “The 10 most uncool moments in tech” that showed up on MSNBC.com a couple weeks ago. His column highlights tech companies that try as they might to come across as cool, completely miss the mark.

The column includes video of each of the failed attempts at cool viral and ad campaigns. Check them out for a few chuckles, but you’ll probably find yourself more often shaking your head in disbelief—yes, they really are that bad. Here’s a quick example of just how horrible these marketing moments really are:

Raphael’s commentary, however, is absolutely riveting and will definitely make you laugh.

Beyond the humor, there’s a lesson to be learned. Don’t try to force your brand to be something that it simply is NOT.

Every brand can’t be cool. Every brand can’t be classy. Every brand can’t be a hero. But, every brand can fail if its position is not defined.

Your brand position is the crux of your marketing program. And, if you haven’t defined your brand position and brand persona, for goodness sake get on it! While you’re here at B2B Fishbowl, check out what our very own Matt Hensler has to say about brand personas too.