Brand Failures
The Truth about the 100 Biggest Branding Mistakes of All Time
(Sprache: Englisch)
What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin have in common? Yes, they are all global giants, but what they are less recognized for are all those branded products they've launched that have bombed - spectacularly and at great cost.
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Klappentext zu „Brand Failures “
What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin have in common? Yes, they are all global giants, but what they are less recognized for are all those branded products they've launched that have bombed - spectacularly and at great cost.Brand Failures takes a riveting look at how such disasters occur. In this new updated edition of the classic Matt Haig's best-selling book, we're given the inside story of 100 major brand blunders that make for jaw-dropping reading.
He describes the brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without a trace. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, he reveals what went wrong in every case and provides a valuable checklist of lessons learnt.
A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.
Inhaltsverzeichnis zu „Brand Failures “
Chapter - 01: Introduction; Chapter - 02: Classic failures; Chapter - 03: Idea failures; Chapter - 04: Extension failures; Chapter - 05: PR failures; Chapter - 06: Culture failures; Chapter - 07: People failures; Chapter - 08: Business cycle failures; Chapter - 09: Rebranding failures; Chapter - 10: Internet and new technology failures; Chapter - 11: Tired brands
Autoren-Porträt von Matt Haig
Matt Haig is a writer and journalist. He is the author of Brand Royalty and Mobile Marketing, both published by Kogan Page, as well as a novel, The Labrador Pact.
Bibliographische Angaben
- Autor: Matt Haig
- 258 Seiten, Maße: 14 x 21,6 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 074946299X
- ISBN-13: 9780749462994
- Erscheinungsdatum: 28.06.2011
Sprache:
Englisch
Rezension zu „Brand Failures “
"A fascinating and witty compendium." - Pittsburgh Post-Gazette From Amazon reviewers: ."..worth reading if you own or manage a business, or if you're deciding whether to invest in a company...a fun and informative read..."Brand Failures" is a good read with valuable information." -Thomas Duff."..a great read for anyone who is involved with branding, logos, and identity - particular graphic designers....I would definitely suggest this book for any graphic designers who want to learn from the mistakes of others. It's a great asset to any personal library." -Jessica Cave
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