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Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time Hardcover – 3 Apr 2003

3.2 out of 5 stars 11 customer reviews

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Product details

  • Hardcover: 256 pages
  • Publisher: Kogan Page; 1 edition (3 April 2003)
  • Language: English
  • ISBN-10: 0749439270
  • ISBN-13: 978-0749439279
  • Product Dimensions: 16.4 x 2.8 x 23.8 cm
  • Average Customer Review: 3.2 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Bestsellers Rank: 1,093,238 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"A compelling writer worth reading…deserves a place on the shelves of PR consultants" -- Institute of Public Relations, May/June 2004

"Illuminating and amusing" -- The Business, May 2003

"Informative and entertaining" -- Direct Marketing International, May 2003

"The gripping and entertaining inside story of 100 major brand blunders" -- Active Life, September 2003

'Brand Failures is an entertaining and useful read' -- Financial Times, May 2003

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

'From yoghurt shampoo to ThirstyCat bottled water, some brands were just never going to make it. Matt Haig names and shames.' -- The Independent

'I thought the book was terrific. A must-buy for marketers.' -- Peter Doyle, professor of marketing, Warwick Business School

'If you are responsible for your brand, read this book. It might just be the best investment you'll ever make!' -- Shaun Smith, author of Uncommon Practice

'Matt Haig's new book is a goldmine of helpful how-not-to advice which you ignore at your own peril.' -- Laura Ries, bestselling author and marketing strategist

Book Description

An entertaining and useful read and as a ready crib for the most famous brand cock-ups the book is hard to beat.

Financial Times

This book is a lot of fun Haig wants to educate as well as to entertain, and at this he succeeds.

Journal of Consumer Marketing

80% of all new product launches fail

Fortune Top 1000 companies waste $60 billion a year on brand development efforts

Cases include Coca-cola, Microsoft, Harley Davidson, Virgin, McDonalds, Sony, IBM --This text refers to an out of print or unavailable edition of this title.

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Customer Reviews

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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...
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Format: 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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Format: Hardcover
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. Some failures are described in less than a few sentences, especially in culture failures, which doesn't explain anything. It lacks depth of analysis and I do agree that it seems like a clips from the newspaper. Just flashy titles...
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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.
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Format: 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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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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