Top critical review
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A series of newspaper clippings.... NOT a marketing textbook
on 14 May 2003
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...