Brand failures : the truth about the 100 biggest branding mistakes of all time (Book, 2005) [WorldCat.org]
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Brand failures : the truth about the 100 biggest branding mistakes of all time

Author: Matt Haig
Publisher: London ; Sterling, VA. : Kogan Page, 2005.
Edition/Format:   Print book : English : Pbk. edView all editions and formats
Summary:
Publisher's description: 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  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Matt Haig
ISBN: 0749444339 9780749444334 0749439270 9780749439279
OCLC Number: 1057851529
Description: viii, 260 pages ; 24 cm
Contents: Classic failures --
Idea failures --
Extension failures --
PR failures --
Culture failures --
People failures --
Rebranding failures --
Internet and new technology failures --
Tired brands.
Responsibility: Matt Haig.
More information:

Abstract:

Publisher's description: 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 ₆ 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.

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