| |
Reviews: "A goldmine of helpful how-not-to advice which you ignore at your own peril"
- Laura Ries, President, Ries & Ries Marketing Strategists, and double best-selling co-author of The Fall of Advertising and The Rise of PR and The 22 Immutable Laws of Branding
"An entertaining and useful read... and as a ready crib for,the most famous brand cock-ups - the book is hard to beat."
-Financial Times
"This book is a lot of fun... Haig wants to educate as well as to entertain, and at this he succeeds."
-Journal of Consumer Marketing
"Makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learnt."
-Marketing
Description:Brand Failures takes a riveting look at what happens when global giants like McDonald`s and Coca-Cola launch major brands that fail spectacularly. 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. From Harley Davidson`s ill-advised perfume to Sic`s bizarre move into the underwear market, he reveals what went wrong in every case and provides a valuable checklist of lessons learnt. 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.
Contents: Introduction ¢ Why brands fail ¢ Brand myths ¢ Why focus on failure? ¢ Classic failures ¢ New Coke ¢ The Ford Edsel ¢ Sony Betamax ¢ McDonald`s Arch Deluxe ¢ Idea failures ¢ Kellogg`s Cereal Mates ¢ Sony`s Godzilla ¢ Persil Power ¢ Pepsi ¢ Earring Magic Ken ¢ The Hot Wheels computer ¢ Corfam ¢ RJ Reynolds` smokeless cigarettes ¢ La Femme ¢ Radion ¢ Clairol`s ˜Touch of Yoghurt` shampoo ¢ Pepsi AM ¢ Maxwell House ready-to-drink coffee ¢ Campbell`s Souper Combo ¢ Thirsty Cat! and Thirsty Dog! ¢ Extension failures ¢ Harley Davidson perfume ¢ Gerber Singles ¢ Crest ¢ Heinz All Natural Cleaning Vinegar ¢ Miller ¢ Virgin Cola ¢ Bic underwear ¢ Xerox Data Systems ¢ Chiquita ¢ Country Time Cider ¢ Capital Radio restaurants ¢ Smith and Wesson mountain bikes ¢ Cosmopolitan yoghurt ¢ Lynx barbershop ¢ Colgate Kitchen Entrees ¢ LifeSavers Soda ¢ Pond`s toothpaste ¢ Frito-Lay Lemonade ¢ PR failures ¢ Exxon ¢ McDonald`s - the McLibel trial ¢ Perrier`s benzene contamination ¢ Pan Am ¢ Snow Brand milk products ¢ Rely tampons ¢ Gerber`s PR blunder ¢ RJ Reynold`s Joe Camel campaign ¢ Firestone tyres ¢ Farley`s infant milk ¢ Culture failures ¢ Kellogg`s in India ¢ Hallmark in France ¢ Pepsi in Taiwan ¢ Schweppes Tonic Water in Italy ¢ Chevy Nova and others ¢ Electrolux in the United States ¢ Gerber in Africa ¢ Coors in Spain ¢ Frank Perdue`s chicken in Spain ¢ Clairol`s Mist Stick in Germany ¢ Parker Pens in Mexico ¢ American Airlines in Mexico ¢ Vicks in Germany ¢ Kentucky Fried Chicken in Hong Kong ¢ CBS Fender ¢ Quaker Oats` Snapple ¢ People failures ¢ Enron ¢ Arthur Andersen ¢ Ratner`s ¢ Planet Hollywood ¢ Fashion Cafe ¢ Hear`Say ¢ Guiltless Gourmet ¢ Business cycle failures ¢ Lehman Brothers (1844-2008) ¢ Marconi 1896-2001 and 2005 ¢ Rebranding failures ¢ Consignia ¢ Tommy Hilfiger ¢ ONdigital to ITV Digital ¢ Windscale to Sellafield ¢ Payless Drug Store to Rite Aid Corporation ¢ British Airways ¢ MicroPro ¢ Internet and new technology failures ¢ Pets.com ¢ VoicePOd ¢ Excite@Home ¢ WAP ¢ Deli`s Web PC ¢ Intel`s Pentium chip ¢ IBM`s Linux graffiti ¢ boo.com ¢ Google ¢ Tired brands ¢ F. W. Woolworth ¢ Oldsmobile ¢ Pear`s Soap ¢ Ovaltine ¢ Kodak ¢ Polaroid ¢ Rover ¢ Moulinex ¢ Nova magazine ¢ Levi`s ¢ Kmart ¢ The Cream nightclub ¢ Yardley cosmetics ¢ References ¢ Index
About the Author: Matt Haig is an acclaimed writer and journalist. A popular speaker and writer, he is also the author of the best-selling Brand Success (also published by Kogan Page).
Target Audience: Product Managers, Professionals in ad & PR agencies, students of marketing
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice.
ISBN 9780749462994
|
| |
Pages : 256
|