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Branding cluster sheet: Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time (Paperback)

by Matt Haig (Author) "The process of branding was developed to protect products from failure ..." (more)
3.7 out of 5 stars See all reviews (9 customer reviews)
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Product details

  • Paperback: 260 pages
  • Publisher: Kogan Page; New edition edition (3 Aug 2005)
  • Language English
  • ISBN-10: 0749444339
  • ISBN-13: 978-0749444334
  • Product Dimensions: 21.2 x 13.6 x 3 cm
  • Average Customer Review: 3.7 out of 5 stars See all reviews (9 customer reviews)
  • Amazon.co.uk Sales Rank: 139,462 in Books (See Bestsellers in Books)

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Product Description

Dr Paul Temporal, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management
"I highly recommend his book to everyone responsible for brand creation, development and management."


Review

“www.getAbstract.com suggests this book to marketing, advertising, PR and customer service managers so they can learn from other people’s mistakes.”

www.getAbstract.com

“Brand Failures is an internationally best selling compilation of 100 case studies.”

Belfast News Letter Group

“An entertaining and comprehensive analysis of what can happen when marketers misunderstand either the nature of their products or the market in general.”

www.Adbrands.net

“Reveals the basic blunders behind each case study and provides a valuable analysis of the lessons learnt.”

IP Review

"Welcome to the brand graveyard... while these branding 'horror stories' may suggest that failure is inevitable, their example has helped to identify the danger areas. It is hoped, then, that this book will provide an illuminating if rather frightening read."

Matt Haig



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First Sentence
The process of branding was developed to protect products from failure. Read the first page
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Customer Reviews

9 Reviews
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Average Customer Review
3.7 out of 5 stars (9 customer reviews)
 
 
 
 
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34 of 43 people found the following review helpful:
1.0 out of 5 stars A series of newspaper clippings.... NOT a marketing textbook, 14 May 2003
By Atul (Switzerland) - See all my reviews
This review is from: Brand Failures: The Truth About The 100 Biggest Branding Mistakes Of All Time (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...
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12 of 16 people found the following review helpful:
5.0 out of 5 stars Seriously funny, 13 May 2003
This review is from: Brand Failures: The Truth About The 100 Biggest Branding Mistakes Of All Time (Hardcover)
This book provides an insight into the biggest brand failures of all time and inevitably provokes a few chuckles. The smokeless cigarettes andKen dolls case studies had me laughing. However, as a marketing professional myself I can see that this book provides very useful and serious advice to any business worried about preserving its brand. Unlike the typical boring how to style business book this makes very refreshing reading.
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7 of 10 people found the following review helpful:
5.0 out of 5 stars Highly Recommended!, 20 May 2004
By Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews
(TOP 50 REVIEWER)    (REAL NAME)   
This review is from: Brand Failures: The Truth About The 100 Biggest Branding Mistakes Of All Time (Hardcover)
Branding is a ubiquitous, but critical marketing function that can produce spectacular successes and catastrophic blunders. Highly visible branding failures, such as the ill-fated "New Coke" or Harley Davidson's silly attempt to peddle perfume, are first-order marketing blunders. Yet, while branding is critical, one wonders if branding alone, as author Matt Haig asserts, is the main reason Land Rover sales declined and General Motors stopped making Oldsmobiles. Other experts might address such failures from a more expansive perspective, citing financial, competitive, managerial, global and environmental factors. Haig notes that non-branding mistakes contribute to failure, but focuses on branding as the prime cause. As a result, his brand-centered explanations can seem strained, but he overcomes this concern with a long list of vignettes that effectively drive home important points about the causes of branding failures. We suggest this book to marketing, advertising, PR and customer service managers so they can learn from other people's mistakes.
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Most Recent Customer Reviews

1.0 out of 5 stars 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 6 months ago by T L K

1.0 out of 5 stars 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 15 months ago by J. Savickaite

5.0 out of 5 stars 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
Published 18 months ago by Dougster

5.0 out of 5 stars 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

5.0 out of 5 stars 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

5.0 out of 5 stars 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 26 Sep 2005 by Robert Morris

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