qWelcome to the brand graveyard... while these branding 'horror stories' may suggest that failure is inevitable, their example has helped to identify the danger areas. It is hoped, then, that this book will provide an illuminating if rather frightening read.q Matt Haig It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Brand Failures is a fascinating look at how such disasters occur. It describes those brands that set sail with the help of multi-million dollar advertising campaigns, only to sink without trace. In a highly readable and entertaining style, Matt Haig starts with classic examples from every era of branding and moves towards more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of 'lessons learnt', so providing 'how not to' advice.a#39;account for failuresa#39; lesson 240 a#39;act tougha#39; lesson 121 Adams, Ansel 229 a#39;adapt or diea#39; lesson 251 a#39;add valuea#39; lesson 193 Advantix ... Deluxe burgers, McDonalda#39;s 27-29 Arthur Andersen 150, 152-53 a#39;availabilitya#39; lesson 179 a#39;bad news - front pagea#39; lesson 204 Baker, ... 176 BTCellnet 174-75 Bunting, Madeleine 220-21 Camel cigarettes 121-23 Campaign for Tobacco-Free Kids 54 Campbell, Naomi 1anbsp;...
|Publisher||:||Kogan Page Publishers - 2005|