Brand FailuresThe Truth About the 100 Biggest Branding Mistakes of All Time

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Haig, Matt

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ISBN:9780749462994
Editorial: Kogan Page
Fecha de la edición:2011
Encuadernación:
Dimensiones: 0 cm x 0 cm
Nº Pág.:256
Idiomas:Ingles,Inglés

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/ Marketing

Description:
What do Coca-Cola, McDonalds, 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 theyve 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 Haigs best-selling book, were giventhe inside story of 100 major brand blunders that make for jaw-droppingreading.
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 Haigs fascinating hall of failure will alert you to potential
dangers and show you how to ensure a long, healthy life for your brand.
80% of all new product launches fail
Fortune Top 1000 companies waste $60 billion a year on brand development efforts
Cases include Coca-cola, Microsoft, Harley Davidson,
Virgin, McDonalds, Sony, IBM
Companion title to the best-selling Brand Success
(previously published as Brand Royalty)
"An entertaining and useful read and as a ready crib
for the most famous brand foul-ups the book is hard
to beat."
Financial Times