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Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time |  |
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Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time | |
"Brand Failures" looks at how such disasters occur. It looks at those brands that have launched with the help of multi-million dollar advertising campaigns and then sunk without trace. Matt Haig recounts classic examples from every era of branding including 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.
Some of the brand disasters covered are: Coca-Cola (New Coke), Chevy, Fender, Harley-Davidson, IBM, Microsoft, McDonalds?s, Mr. Donut, Perrier, Pets.com, Quaker, Sony, Tang and Virgin.
作者简介 Matt Haig is a director of Peppermint PR, a communications company. He is the author of "E-PR: The Essential Guide to Public Relations on the Internet", "The E-Marketing Handbook", "The B2B E-Commerce Handbook", "The Essential Guide to Online Business" and "Mobile Marketing: The Message Revolution" (all published by Kogan Page).
媒体推荐 "A goldmine of helpful how-not-to advice which you ignore at your own peril." -- Laura Ries, President, Ries & Ries, Marketing Strategists
"A must buy for marketers." -- Peter Doyle, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick
编辑推荐 "Haig, a marketing consultant, is one of a new breed of writers producing marketing primers for the hyphenated age of e-marketing. This type of work is characterized by breezily written snippets of success or failure as either encouragement or admonition for the practitioner or for a new category of reader: the business voyeur. Thus these works are written in a readable and appealing format, as e-business fables. Examining 'the 100 biggest branding mistakes of all time, ' Haig organizes these 100 "failures" into ten types, each with its own moral and admonition. These types include classic failures (e.g., New Coke), idea failures (e.g., R.J. Reynolds' smokeless cigarettes), extension failures (e.g., Harley Davidson perfume), culture failures (e.g., Kelloggs in India), and technology failures (e.g., Pets.com). The idea behind this work is that with knowledge these failures can be avoided, but this reviewer regards it as akin to Monday morning quarterbacking in its validity as an activity. None of this takes away the schadenfreude of this well-written, quick read. Useful more as a cultural artifact than classroom text, this book could serve as supplementary reading for advanced marketing courses and for business voyeurs who like a good read. Summing Up: Recommended. General readers; upper-division undergraduate and graduate students; and practitioners." -- S. A. Schulman, CUNY Kingsborough Community College
目录
Contents 1. Introduction Why brands fail Brand myths Why focus on failure? 2. Classic failures 1. New Coke 2. The Ford Edsel 3. Sony Betamax 4. McDonald's Arch Deluxe 3. Idea failures 5. Kellogg's Cereal Mates 6. Sony's Godzilla 7. Persil Power 8. Pepsi 9. Earring Magic Ken 10. The Hot Wheels computer 11. Corfam 12. RJ Reynolds' Smokeless Cigarettes 13. Oranjolt 14. La Femme 15. Radion 16. Clairol's 'Touch of Yoghurt' shampoo 17. Pepsi AM 18. Maxwell House ready-to-drink coffee 19. Campbell's Souper Combo 20. Thirsty Cat! and Thirsty Dog! 4. Extension failures 21. Harley Davidson perfume 22. Gerber Singles 23. Crest 24. Heinz All Natural Cleaning Vinegar 25. Miller 26. Virgin Cola 27. Bic underwear 28. Xerox Data Systems 29. Chiquita 30. Country Time Cider 31. Ben-Gay Aspirin 32. Capital Radio restaurants 33. Smith and Wesson mountain bikes 34. Cosmopolitan yoghurt 35. Lynx barbershop 36. Colgate Kitchen Entrees 37. LifeSavers Soda 38. Pond's toothpaste 39. Frito-Lay Lemonade 5. PR failures 40. Exxon 41. McDonald's -- the McLibel trial 42. Perrier's benzene contamination 43. Pan Am 44. Snow Brand milk products 45. Rely tampons 46. Gerber's PR blunder 47. RJ Reynold's Joe Camel campaign 48. Firestone tyres 49. Farley's infant milk 6. Culture failures 50. Kellogg's in India 51. Hallmark in France 52. Pepsi in Taiwan 53. Schweppes Tonic Water in Italy 54. Chevy Nova and others 55. Electrolux in the United States 56. Gerber in Africa 57. Coors in Spain 58. Frank Perdue's chicken in Spain 59. Clairol's Mist Stick in Germany 60. Parker Pens in Mexico 61. American Airlines in Mexico 62. Vicks in Germany 3. Kentucky Fried Chicken in Hong Kong 64. CBS Fender 65. Quaker Oats' Snapple 7. People failures 66. Enron 67. Arthur Andersen 68. Ratner's 69. Planet Hollywood 70. Fashion Caf? 71. Hear'Say 72. Guiltless Gourmet 8. Rebranding failures 73. Consignia 74. Tommy Hilfiger 75. BT Cellnet to O2 76. ONdigital to ITV Digital 77. Windscale to Sellafield 78. Payless Drug Store to Rite Aid 79. British Airways 80. MicroPro 9. Internet and new technology failures 81. Pets.com 82. VoicePod 83. Excite@Home 84. WAP 85. Dell's Web PC 86. Intel's Pentium chip 87. IBM's Linux graffiti 88. boo.com 10. Tired brands 89. Oldsmobile 90. Pear's soap 91. Ovaltine 92. Kodak 93. Polaroid 94. Rover 95. Moulinex 96. Nova magazine 97. Levi's 98. Kmart 99. The Cream nightclub 100. Yardley cosmetics References
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