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Brand Failures: The Truth About The 100 Biggest Branding Mistakes Of All Time
 
 
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Brand Failures: The Truth About The 100 Biggest Branding Mistakes Of All Time (Hardcover)

by Matt Haig (Author)
3.7 out of 5 stars See all reviews (9 customer reviews)

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Product details

  • Hardcover: 310 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: 3.7 out of 5 stars See all reviews (9 customer reviews)
  • Amazon.co.uk Sales Rank: 425,897 in Books (See Bestsellers in Books)

    Popular in this category:

    #68 in  Books > Business, Finance & Law > Sales & Marketing > Product Management

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  • See Complete Table of Contents

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Product Description

Marketing
'Brand Failures makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.'

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)



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Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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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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Most Helpful Customer Reviews

 
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
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 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)   
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 7 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 16 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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