Product Details

• Amazon Sales Rank: #105460 in Books
• Published on: 2005-08-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 260 pages

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

Sports Today (Korea)
"Read it"

Customer Reviews

A series of newspaper clippings.... NOT a marketing textbook
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...

Seriously funny
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.

Highly Recommended!
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.