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Brand Failures
Matt Haig
其他書名
The Truth about the 100 Biggest Branding Mistakes of All Time
出版Kogan Page Publishers, 2005
主題Business & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Industries / Media & CommunicationsReference / Consumer Guides
ISBN07494443399780749444334
URLhttp://books.google.com.hk/books?id=6o7SrLdgx8gC&hl=&source=gbs_api
EBookSAMPLE
註釋Publisher's description: What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding successfully across the world, 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 is a riveting look at how such disasters occur. For the first time we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style 6 yes, this is a business book that is actually fun to read! But his message is deadly serious. He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides for each a valuable checklist of lessons learnt, categorized as: classic failures; idea failures; extension failures; PR failures; culture failures; people failures; rebranding failures; Internet and new technology failures; tired brands. Companies live or die on the strength of their brand, and failure can be fatal. Don't let yours be consigned to the brand graveyard. 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.