Description
What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin all have in common? Yes, they are all global giants, but what they are less recognized for are the many branded products they have launched which bombed spectacularly - and at great cost. Brand Failures takes a riveting look at how such disasters occur. This new edition of Matt Haig's best-selling book, provides the inside-story of 100 major brand blunders that make for jaw-dropping reading. Brand Failures explores 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, it reveals what went wrong in every case and provides a valuable checklist of lessons learnt for each. A tour of this 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 "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).
Reviews
"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 *
Book Information
ISBN 9780749462994
Author Matt Haig
Format Paperback
Page Count 256
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 325g
Dimensions(mm) 215mm * 140mm * 14mm
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 "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).
Reviews
"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 *
Book Information
ISBN 9780749462994
Author Matt Haig
Format Paperback
Page Count 256
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 325g
Dimensions(mm) 215mm * 140mm * 14mm
