Brand failures : the truth about the 100 biggest branding mistakes of all time

Beskrivelse

Most of the world's global companies have launched products that have flopped - spectacularly and at great cost. This book looks at how such disasters occur and describes those brands which set sail with multimillion-dollar campaigns behind them, only to sink without trace. Matt Haig starts with classic examples from every era of branding and moves towards more recent failures. The book is also intended to provide some practical value: each brand scenario includes a checklist of "lessons learnt", providing "how not to" advice. With 80 per cent of all new product launches failing, and Fortune 1000 companies thought to waste 630.

Bogen beskæftiger sig bla. med føgende virksomheder/brands: Coca-cola, Ford, Sony, McDonald, Kellogg's, Unilever, Pepsi, Mattel, Maxwell, Campbell, Harley Davidson, Heinz, Virgin Cola, Bic, Xerox, Chiquita, Perrier, Schwepes, Electrolux, Gerber, Parker, Vicks, Quaker Oats, Tommy Hilfiger, Dell, Intel, IBM, Kodak, Polaroid, Rover, Moulinex, Levi's m.fl.

Indhold

Seneste udgave,

Indehold: Introduction; Classic failures; Idea failures; Extension failures; PR failures; Culture failures; People failures; Rebranding failures; Internet and new technology failures; Tired brands ; Part 1 Introduction: Why brands fail; Brand myths; Why focus on failure? Part 2 Classic failures: New Coke; The Ford Edsel; Sony Betamax; McDonald's Arch Deluxe. Part 3 Idea failures: Kellogg's Cereal Mates; Sony's Godzilla; Persil Power; Pepsi; Earring Magic Ken; The Hot Wheels computer; Corfam; RJ Reynolds' Smokeless Cigarettes; Oranjolt; 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! Part 4 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; Ben-Gay Aspirin; Capital Radio restaurants; Smith and Wesson mountain bikes; Cosmopolitan yoghurt; Lynx barbershop; Colgate Kitchen Entrees; LifeSavers Soda; Pond's toothpaste; Frito-Lay Lemonade. Part 5 PR failures: Exxon; McDonald's - the McLibel trial; Perrier's benzene contamination; Pan Am;