Brand Failures

Beschreibung

Examine 100 of the world's most spectacular brand disasters, including Enron, Pan Am, smokeless cigarettes and Bic underwear, and learn valuable lessons to ensure a healthy existence for your brand.
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.
Features spectacular case studies from some of the world's largest brands, including Coca-Cola, Microsoft, Harley Davidson, Virgin, McDonalds, Sony and IBM
Exposes the Fortune Top 1000 companies that have wasted $60 billion a year on brand development efforts
Reveals what went wrong in some of the biggest brand failures in history, and provides a valuable checklist of the key lessons learned from each

Autor*in

Matt Haig
Matt Haig is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject. Its rapidly growing popularity inspired Matt Haig to write his popular book Mobile Marketing: The Message Revolution. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The Essential Guide to Public Relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and How Come You Don't Have an E-business Strategy? (all published by Kogan Page).

Stimmen zu »Brand Failures«

"An entertaining and useful read. As a ready crib for the most famous brand foul-ups, this book is hard to beat."
()

"This book is a lot of fun. Haig wants to educate as well as to entertain, and at this he succeeds."
()

Details

Link teilen