[GET] Brand Failures: The Truth About The 100 Biggest Branding Mistakes - Matt Haig [pdf]

[NonConformer]

Brand Failures: The Truth About The 100 Biggest Branding Mistakes of All Time

Learn from other peoples very expensive mistakes.

What do Coca-Cola, McDonald’s, IBM, Microsoft and Virgin have in common?
They have all launched new branded products that have failed - spectacularly
and at great cost.




"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.

"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. "




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[symbolon]

Thanks for sharing! Rep +5

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[vickiweb]

Thank you NonConformer. GE.TT worked for me. The file was removed from some others. REP added.