Praise for Brand Failures. . .
“You learn more from failure than you can from success. Matt Haig’s new book is a goldmine of helpful how-not-to advice, which you ignore at your own peril.” Laura Ries, President, Ries & Ries, marketing strategists, and bestselling co-author of The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding “Every marketer will read this with both pleasure and profit. But the lessons are deadly serious, back to basics: real consumer benefits, value, execution. Read it, enjoy it, learn from it.” Patrick Barwise, Professor of Management and Marketing, London Business School “Business books that manage to grab your attention, entertain you, and provide you with great advice, all at the same time, should be read immediately. This is one of those books. If you want to avoid being in the next edition of this book, you had better read it.” Peter Cheverton, CEO, Insight Marketing & People, and author of Key Marketing Skills “I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today’s Andersen and Enron. A must-buy for marketers.” Peter Doyle, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick “Brand Failures is a treasure trove of information and insights. I’ll be consulting it regularly! ” Sicco van Gelder, CEO, Brand-Meta consultancy, and author of Global Brand Strategy “Matt Haig is to be congratulated on compiling a comprehensive and compelling collection of 100 cases of failures attributable to misunderstanding or misapplication of brand strategy. Mark and learn.” Michael J Taylor, Emeritus Professor of Marketing, University of Strathclyde, President, Academy of Marketing “The history of consumer marketing is littered with failed brands and we can learn from them. If you are responsible for your brand read this book. It might just be the best investment that you will ever make! ” Shaun Smith, Senior Vice President of Forum, a division of FT Knowledge, and author of Uncommon Practice “Books that describe best branding practice abound and yet the real learning lies in studying why brands have failed. Matt Haig has done a terrific job in analysing this topic, and I highly recommend his book to everyone responsible for brand creation, development and management.” Dr Paul Temporal, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management
First published in Great Britain and the United States in 2003 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN UK www.kogan-page.co.uk © Matt Haig, 2003 The right of Matt Haig to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 0 7494 3927 0 22883 Quicksilver Drive Sterling VA 20166-2012 USA
British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Haig, Matt. Brand failures / Matt Haig. p. cm. Includes bibliographical references and index. ISBN 0-7494-3927-0
1. Brand name products--Marketing. 2. Brand loyalty. 3. Brand choice. I. Title HD69.B7H345 2003 658.8’27--dc21 2003000966 Typeset by JS Typesetting Ltd, Wellingborough, Northants Printed and...
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