Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time
It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 "failures" into ten types which 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., Kellogs in India), and technology failures (e.g., Pets.com).
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LibraryThing ReviewUser Review - phoenixcomet - LibraryThing
I actually found Brand Failures to be more interesting than Brand Successes. Sometimes why things fail seems to make no sense whatsoever. Matt Haig does a good job of briefly discussing the reason why a particular brand, particularly an old and venerated brand may fail. Read full review