Brand Failures_ The Truth About the 100 Biggest Branding Mistakes of All Time - Matt Haig [119]
Ries, A and Trout, J (1993) The 22 Immutable Laws of Marketing: Violate them at your own risk, Harper Collins Business, New York
Searles, D, Locke, C, Levine, R and Weinberger, D (2001) The Cluetrain Manifesto: The end of business as usual, Perseus Publishing, Cambridge, MA
Tellis, G and Golder, G (2001) Will and Vision: How latecomers grow to dominate markets, McGraw-Hill Inc, United States
Trout, J (2001) Big Brands, Big Trouble: Lessons learned the hard way, John Wiley & Sons, New York
Trout, J (2000) Differentiate or Die: Survival in our era of killer competition, John Wiley & Sons, New York
Trout, J (1995) The New Positioning: The latest on the world’s number one business strategy, McGraw-Hill Trade, New York
Vidal, J (1997) McLibel: Burger culture on trial, Macmillan, London
Wolf, M J (1999) The Entertainment Economy: How mega-media forces are transforming our lives, Times Books, New York
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2003 by Kogan Page Limited
Reprinted 2003 (twice), 2004
Paperback edition 2005
Reprinted 2006, 2007 (twice), 2008, 2010
Second edition 2011
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address:
120 Pentonville Road
London N1 9JN
United Kingdom
www.koganpage.com
1518 Walnut Street, Suite 1100
Philadelphia PA 19102
USA
4737/23 Ansari Road
Daryaganj
New Delhi 110002
India
© Matt Haig, 2003, 2011
The right of Matt Haig to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 6299 4
E-ISBN 978 0 7494 6300 7
* * *
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
* * *
Library of Congress Cataloging-in-Publication Data
Haig, Matt.
Brand failures : the truth about the 100 biggest branding mistakes of all time / Matt Haig. – 2nd ed.
p. cm.
Rev. ed. of: Brand failures : the truth about the 100 biggest branding mistakes of all time. 2003.
Includes bibliographical references and index.
ISBN 978-0-7494-6299-4 – ISBN 978-0-7494-6300-7 1. Branding (Marketing) 2. Brand loyalty. 3. Brand choice. I. Title.
HD69.B7H345 2011
658.8’27-dc22
2011002377
* * *
Typeset by eBook by Graphicraft Ltd, Hong Kong
Printed and bound in India by Replika Press Pvt Limited