Brand Failures_ The Truth About the 100 Biggest Branding Mistakes of All Time - Matt Haig [0]
Brand Failures...
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
Every marketer will read this with both pleasure and profit. But the lessons are deadly serious, back to basics: real consumer benefits, value, execution. Read it, enjoy it, learn from it. Patrick Barwise, Professor of Management and Marketing, London Business School
Business books that manage to grab your attention, entertain you, and provide you with great advice, all at the same time, should be read immediately. This is one of those books. If you want to avoid being in the next edition of this book, you had better read it. Peter Cheverton, CEO, Insight Marketing & People, and author of Key Marketing Skills
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
Brand Failures is a treasure trove of information and insights. I’ll be consulting it regularly! Sicco van Gelder, CEO, Brand-Meta consultancy, and author of Global Brand Strategy
Matt Haig is to be congratulated on compiling a comprehensive and compelling collection of 100 cases of failures attributable to misunderstanding or misapplication of brand strategy. Mark and learn. Michael J Baker, Emeritus Professor of Marketing, University of Strathclyde, President, Academy of Marketing
The history of consumer marketing is littered with failed brands and we can learn from them. 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
Books that describe best branding practice abound and yet the real learning lies in studying why brands have failed. Matt Haig has done a terrific job in analysing this topic, and 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
Illuminating and amusing. The Business
Brand Failures is an entertaining and useful read. Financial Times
Makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned. Marketing
A lively, engaging book full of ‘what not to do lessons’. Marketing Business
After reading this you should be able to spot a potential brand disaster a mile off. Internet Works
Brand
Failures
The truth about
the 100 biggest
branding mistakes
of all time
MATT HAIG
Note on the Ebook Edition
For an optimal reading experience, please view large
tables and figures in landscape mode.
This ebook published in 2011 by
Kogan Page Limited
120 Pentonville Road
London N1 9JN
UK
www.koganpage.com
© Matt Haig, 2003, 2011
E-ISBN 9780749463007
Full imprint details
Contents
Preface
01 Introduction
Why brands fail
Brand myths
Why focus on failure?
02 Classic failures
1 New Coke
2 The Ford Edsel
3 Sony Betamax
4 McDonald’s Arch Deluxe
03 Idea failures
5 Kellogg’s Cereal Mates
6 Sony’s Godzilla
7 Persil Power
8 Pepsi
9 Earring Magic Ken
10 The Hot Wheels computer
11 Corfam
12 RJ Reynolds’ smokeless cigarettes
13 La Femme
14 Radion
15 Clairol’s ‘Touch of Yoghurt’ shampoo
16 Pepsi AM
17 Maxwell House ready-to-drink coffee
18 Campbell’s Souper Combo
19 Thirsty Cat! and Thirsty Dog!
04 Extension failures
20 Harley Davidson perfume
21 Gerber Singles
22 Crest
23 Heinz All Natural Cleaning Vinegar
24 Miller
25 Virgin Cola
26 Bic underwear
27 Xerox Data Systems
28 Chiquita