Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

Etukansi
Kogan Page Publishers, 2003 - 310 sivua
3 Arvostelut

Praise and Reviews

`You learn more from failure than you can from success. Matt Haig`s new book is a goldmine of helpful how-not-to advice which you ignore at your own peril.`

LAURA RIES, President, Ries & Ries, marketing strategists, and bestselling co-author of The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding

`I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today's Andersen and Enron. A must-buy for marketers.`

PETER DOYLE, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick

`If you are responsible for your brand, read this book. It might just be the best investment that you will ever make!`

SHAUN SMITH, Senior Vice President of Forum, a division of FT Knowledge, and author of Uncommon Practice

`Every marketer will read this with both pleasure and profit. Some of the stories are really enjoyable but the lessons are deadly serious. Read it, enjoy it, learn from it.`

PATRICK BARWISE, Professor of Management and Marketing, London Business School

`I highly recommend his book to everyone responsible for brand creation, development and management.`

DR PAUL TEMPORAL, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management

`makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.`

MARKETING, April 2003

`Splendid advice`

THE DAILY FOCUS (Korea)

`Read it`

SPORTS TODAY (Korea)

What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding successfully across the world, but what they are less recognized for are all those branded products they've launched that have bombed -spectacularly and at great cost.

Brand Failures is a riveting look at how such disasters occur. For the first time we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! But his message is deadly serious.

He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides for each a valuable checklist of lessons learnt, categorized as:

classic failures;

idea failures;

extension failures;

PR failures;

culture failures;

people failures;

rebranding failures;

Internet and new technology failures;

tired brands.

Companies live or die on the strength of their brand, and failure can be fatal. Don't let yours be consigned to the brand graveyard. A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.

 

Mitä ihmiset sanovat - Kirjoita arvostelu

LibraryThing Review

Käyttäjän arvio  - phoenixcomet - LibraryThing

I actually found Brand Failures to be more interesting than Brand Successes. Sometimes why things fail seems to make no sense whatsoever. Matt Haig does a good job of briefly discussing the reason why a particular brand, particularly an old and venerated brand may fail. Lue koko arvostelu

Sisältö

VI
13
VII
19
VIII
26
IX
30
X
32
XI
33
XII
37
XIII
40
LXII
163
LXIII
164
LXIV
165
LXV
166
LXVI
167
LXVII
168
LXVIII
169
LXIX
170

XIV
44
XV
47
XVI
50
XVII
53
XVIII
55
XIX
57
XX
62
XXI
64
XXII
67
XXIII
68
XXIV
69
XXV
70
XXVI
71
XXVII
72
XXVIII
73
XXIX
77
XXX
82
XXXI
83
XXXII
87
XXXIII
90
XXXIV
94
XXXV
96
XXXVI
98
XXXVII
103
XXXVIII
106
XXXIX
107
XL
108
XLI
109
XLII
110
XLIII
111
XLIV
112
XLV
113
XLVI
114
XLVII
115
XLVIII
117
XLIX
121
L
124
LI
129
LII
132
LIII
134
LIV
137
LV
140
LVI
142
LVII
144
LVIII
148
LIX
151
LX
155
LXI
161
LXX
171
LXXI
172
LXXII
173
LXXIII
174
LXXIV
175
LXXV
178
LXXVI
181
LXXVII
185
LXXVIII
187
LXXIX
189
LXXX
192
LXXXI
194
LXXXII
196
LXXXIII
198
LXXXIV
201
LXXXV
205
LXXXVI
209
LXXXVII
212
LXXXVIII
214
LXXXIX
218
XC
220
XCI
221
XCII
222
XCIII
223
XCIV
229
XCV
234
XCVI
236
XCVII
239
XCVIII
242
XCIX
245
C
247
CI
249
CII
257
CIII
261
CIV
265
CV
268
CVI
270
CVII
274
CVIII
280
CIX
282
CX
284
CXI
287
CXII
291
CXIII
293
CXIV
298
CXV
301
CXVI
303
Tekijänoikeudet

Muita painoksia - Näytä kaikki

Yleiset termit ja lausekkeet

Viitteet tähän teokseen

Alongando a Marca
David Taylor
Rajoitettu esikatselu
Alongando a Marca
David Taylor
Rajoitettu esikatselu
Kaikki Kirjat-palvelun tulokset »

Tietoja kirjoittajasta (2003)

Matt Haig

Matt Haig is an independent consultant advising organizations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions.

More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject. Its rapidly growing popularity inspired him to write his popular book Mobile Marketing: The message revolution.

Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The essential guide to public relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and If You're So Brilliant... How Come You Don't Have an E-strategy?: The essential guide to e-business (all Kogan Page).

Kirjaluettelon tiedot