Brand Failures The Truth about the 100 Biggest Branding Mistakes of All Time

ISBN-10: 074946299X

ISBN-13: 9780749462994

Edition: 2nd 2011 (Revised)

Authors: Matt Haig
List price: $19.95 Buy it from $3.00
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Book details

List price: $19.95
Edition: 2nd
Copyright year: 2011
Publisher: Kogan Page, Limited
Publication date: 6/15/2011
Binding: Paperback
Pages: 256
Size: 5.50" wide x 8.50" long x 0.75" tall
Weight: 0.682
Language: English

Matt Haig is the author of five adult novels including the bestselling The Humans, a World Book Nighttitle in 2014, and The Radleys, which was selected for Channel 4's TV Book Club and was voted winner of the series in 2011. He has also written for children and young adults and his work has been translated into thirty languages.www.matthaig.com@matthaig1#reasonstostayalive

Preface
Introduction
Why brands fail
Brand myths
Why focus on failure?
Classic failures
New Coke
The Ford Edsel
Sony Betamax
McDonald's Arch Deluxe
Idea failures
Kellogg's Cereal Mates
Sony's Godzilla
Persil Power
Pepsi
Earring Magic Ken
The Hot Wheels computer
Corfam
RJ Reynolds' smokeless cigarettes
La Femme
Radion
Clairol's 'Touch of Yoghurt' shampoo
Pepsi AM
Maxwell House ready-to-drink coffee
Campbell's Souper Combo
Thirsty Cat! And Thirsty Dog!
Extension failures
Harley Davidson perfume
Gerber Singles
Crest
Heinz All Natural Cleaning Vinegar
Miller
Virgin Cola
Bic underwear
Xerox Data Systems
Chiquita
Country Time Cider
Capital Radio restaurants
Smith and Wesson mountain bikes
Cosmopolitan yoghurt
Lynx barbershop
Colgate Kitchen Entrees
LifeSavers Soda
Pond's toothpaste
Frito-Lay Lemonade
PR failures
Exxon
McDonald's - the McLibel trial
Perrier's benzene contamination
Pan Am
Snow Brand milk products
Rely tampons
Gerber's PR blunder
RJ Reynold's Joe Camel campaign
Firestone tyres
Farley's infant milk
Culture failures
Kellogg's in India
Hallmark in France
Pepsi in Taiwan
Schweppes Tonic Water in Italy
Chevy Nova and others
Electrolux in the United States
Gerber in Africa
Coors in Spain
Frank Perdue's chicken in Spain
Clairol's Mist Stick in Germany
Parker Pens in Mexico
American Airlines in Mexico
Vicks in Germany
Kentucky Fried Chicken in Hong Kong
CBS Fender
Quaker Oats'Snapple
People failures
Enron
Arthur Andersen
Ratner's
Planet Hollywood
Fashion Cafe
Hear'Say
Guiltless Gourmet
Business cycle failures
Lehman Brothers (1844-2008)
Marconi 1896-2001 and 2005
Rebranding failures
Consignia
Tommy Hilfiger
ONdigital to ITV Digital
Windscale to Sellafield
Payless Drug Store to Rite Aid Corporation
British Airways
MicroPro
Internet and new technology failures
Pets.com
VoicePod
Excite@Home
WAP
Dell'sWebPC
Intel's Pentium chip
IBM's Linux graffiti
boo.com
Google
Tired brands
FW.Woolworth
Oldsmobile
Pear's Soap
Ovaltine
Kodak
Polaroid
Rover
Moulinex
Nova magazine
Levi's
Kmart
The Cream nightclub
Yardiey cosmetics
References
Index237
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