Brand Failures
The Truth About the 100 Biggest Branding Mistakes of All Time
Author: Matt Haig Series: Kogan Page
Features spectacular case studies from some of the world's largest brands, including Coca-Cola, Microsoft, Harley Davidson, Virgin, McDonalds, Sony and IBM
Examine 100 of the world's most spectacular brand disasters, including Enron, Pan Am, smokeless cigarettes and Bic underwear, and learn valuable lessons to ensure a healthy existence for your brand.
PRODUCT INFORMATION
Summary
Features spectacular case studies from some of the world's largest brands, including Coca-Cola, Microsoft, Harley Davidson, Virgin, McDonalds, Sony and IBM
Examine 100 of the world's most spectacular brand disasters, including Enron, Pan Am, smokeless cigarettes and Bic underwear, and learn valuable lessons to ensure a healthy existence for your brand.
Description
What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin have in common? Yes, they are all global giants, 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 takes a riveting look at how such disasters occur. In this new updated edition of the classic Matt Haig's best-selling book, we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. He describes the brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without a trace. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, 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.
Critic Reviews
“"...there is a lot of information here that...can't easily be found elsewhere in a similarly compiled form... an interesting foray into the subject for casual readers who are intrigued by the subject..." - Ana Mardoll, GoodReads.com "…teaches businesses how to recognize potential branding failures in advance. Any business collection will find this a winning survey!" Midwest Book Review " Brand Failures is the rare business book that's actually a fun read for nonbusiness people." - New York Journal of Books”
"An entertaining and useful read. As a ready crib for the most famous brand foul-ups, this book is hard to beat." The 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
About the Author
Matt Haig is an acclaimed writer and journalist. He is the author of the best-selling Brand Success, (previously published as Brand Royalty by Kogan Page) and also several best-selling novels, including The Radleys, The Dead Fathers Club and The Last Family in England (Vintage).
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