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

Name: Brand Failures The Truth about the 100 Biggest Branding Mistakes of All Time
Price: 6.59 USD
Availability: InStock
ISBN: 9780749462994

ISBN-10: 074946299X

ISBN-13: 9780749462994

Edition: 2nd 2011 (Revised)

Authors: Matt Haig

List price: $32.99

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Book details

List price: $32.99
Edition: 2nd
Copyright year: 2011
Publisher: Kogan Page, Limited
Publication date: 5/31/2011
Binding: Paperback
Pages: 256
Size: 5.51" wide x 8.46" long x 0.55" 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