What do Coca-Cola, McDonald`s, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding confidently across the world, but what they are less recognized for are all those branded products they`ve launched that have bombed - spectacularly and at great cost.
Brand Failures takes a riveting look at how such disasters occur. For the first time we`re given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! - but his message is deadly serious.
He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides a valuable checklist of lessons learnt.
Categories include:
- classic failures;
- idea failures;
- extension failures;
- PR failures;
- culture failures;
- people failures;
- rebranding failures;
- Internet and new technology failures;
- tired brands.
Companies live or die on the strength of their brand, and failure can be fatal. Don`t let yours be consigned to the brand graveyard. A tour of Matt Haig`s fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand. Это и многое другое вы найдете в книге Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time (Matt Haig)