- Hardcover: 256 pages
- Publisher: Kogan Page (3 April 2003)
- Language English
- ISBN-10: 0749439270
- ISBN-13: 978-0749439279
- Product Dimensions: 23.8 x 16.4 x 2.8 cm
- Average Customer Review: 3.2 out of 5 stars See all reviews (11 customer reviews)
- Amazon Bestsellers Rank: 694,239 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
"Anyone with a professional interest or involvement in brand management should read this book." Anthony Di Benedetto, Professor of Marketing, Temple University, Journal of Consumer Marketing '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 '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 '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 'Every marketer will read this with both pleasure and profit. Some of the stories are really enjoyable but the lessons are deadly serious. Read it, enjoy it, learn from it.' PATRICK BARWISE, Professor of Management and Marketing, London Business School '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 'makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.' Marketing 'Splendid advice' The Daily Focus (Korea) 'Read it' Sports Today (Korea)
The Independent
'From yoghurt shampoo to ThirstyCat bottled water, some brands were just never going to make it. Matt Haig names and shames.'
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Customer Reviews
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
This is a book that could only be described as a complete waste of money. I'm actually really mad that I've wasted good money on this.
Quite simply, this is just a collection of (as one reviewer has accurately described already) tabloid newspaper cuttings on 100 branding mistakes. This issues is that there is absolutely no detailed or expert analysis of the failures - what went wrong, who was at fault, why did things go wrong, what were the lessons learned, how did the brands bounce back, what happened to the brands? These questions aren't answered adequately - if at all; where they are answered, they are aimed at 5 year olds.
At first, each 'failure' has a page or page and half dedicated to it. As you read the book, the 'reviews' get shorter and shorter to the point where some of them are just a couple of sentences long. For example, number 57 "Coors in Spain" - a review of 22 words!!!!
There is nothing within this book that isn't available online for free. In short, a failure of a book. The author should be ashamed.
Quite simply, this is just a collection of (as one reviewer has accurately described already) tabloid newspaper cuttings on 100 branding mistakes. This issues is that there is absolutely no detailed or expert analysis of the failures - what went wrong, who was at fault, why did things go wrong, what were the lessons learned, how did the brands bounce back, what happened to the brands? These questions aren't answered adequately - if at all; where they are answered, they are aimed at 5 year olds.
At first, each 'failure' has a page or page and half dedicated to it. As you read the book, the 'reviews' get shorter and shorter to the point where some of them are just a couple of sentences long. For example, number 57 "Coors in Spain" - a review of 22 words!!!!
There is nothing within this book that isn't available online for free. In short, a failure of a book. The author should be ashamed.
39 of 48 people found the following review helpful
Format:Hardcover
An unsuccessful attempt at piecing together several stories of industry failures over the past decades - most of which you would already know of - the failure of New Coke, Betamax (as compared to the success of VHS), Exxon Valdez (and the Alaskan oil spill.... why exactly is this a brand failure again???), and the Chevy Nova (Nova meaning no-go in Spanish) are some of the examples. It is clearly an attempt to fill up the book with stories (there are exactly 100) and there is a lack of any in depth analysis - apart from dividing the failures into 'Idea Failures', 'PR Failures', 'Culture Failures' etc. (you get it...) and I would certainly not recommend this book in any way apart from the fact that you are just looking for a collection of stories (most of which do have something to do with brand strategy - though some of them are startling in their obvious errors). Also, keep in mind that some of the examples are no more than a half page long. Save yourself the bother of buying this book - there are several others out there that are worth their salt...
1 of 1 people found the following review helpful
Format:Paperback
This is the first time I have felt moved (for this book read angry) enough to write a review. If the author was honest he would give me my money back. What a complete swindle. This book says nothing original. It simply quotes from newspaper articles and from other authors. I am being kind when I say "quotes". What actually happens is that the "author" simply lifts masses of material. Does the author have an original thought? No. Offer anything new? No. Never have I seen such a book written like this. I suspect this book was Vanity Publishing because the grammer is beyond belief. Please don't buy this book. There are millions of great reads out there. Don't waste it on this crap.
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Most Recent Customer Reviews
Absolute waste of money and time!
The good rating from Financial Times persuaded me to buy this book, which turned to be absolute waste of money and time reading it. Read more
Published on 18 Dec 2008 by T L K
Lack of depth analysis
I got this book for my marketing assignment and I was more than dissapointed. It can be interesting for leisure reading, but certainly this is not more than that. Read more
Published on 21 Mar 2008 by J. Savickaite
Insightful - Absolutely Fantastic
Ignore Atuls review!!!
This is a fantastic book, I got it as a christmas present and couldn't put it down, it's an amazing and easy read. Read more
This is a fantastic book, I got it as a christmas present and couldn't put it down, it's an amazing and easy read. Read more
Published on 9 Jan 2008 by Dougster
Successful Book about Brand Failures
A successful attempt at piecing together several stories of industry failures over the past decades - some of which are pretty familiar - the failure of New Coke, Betamax (as... Read more
Published on 11 Mar 2007 by Jay
Fantastic
This is a fantastic read. Gives a brief but incisive view of differnt types of brand failure. Examples are well written and easy to read, and more importnatly easy to remember. Read more
Published on 29 Dec 2005 by elizabeth
What can be learned from such failures?
What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time. Read more
Published on 25 Sep 2005 by Robert Morris
Highly Recommended!
Branding is a ubiquitous, but critical marketing function that can produce spectacular successes and catastrophic blunders. Read more
Published on 20 May 2004 by Rolf Dobelli
Seriously funny
This book provides an insight into the biggest brand failures of all time and inevitably provokes a few chuckles. Read more
Published on 13 May 2003 by Zoe Birkinshaw
Listmania!
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