Matt Haig, «Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time»
Kogan Page | ISBN 0749439270 | 2003 Year | PDF | 0,6 Mb | 310 Pages
Kogan Page | ISBN 0749439270 | 2003 Year | PDF | 0,6 Mb | 310 Pages
Most of the world’s global companies have launched products that have flopped - spectacularly and at great cost. This book looks at how such disasters occur and describes those brands which set sail with multi million-dollar campaigns behind them, only to sink without trace. Matt Haig starts with classic examples from every era of branding and moves towards more recent failures.
The book is also intended to provide some practical value: each brand scenario includes a checklist of “lessons learnt”, providing “how not to” advice. With 80 per cent of all new product launches failing, and Fortune 1000 companies thought to waste $60 billion a year on brand development efforts, this book offers insights into stupid ideas and key danger areas. Case studies include Coca-cola, Microsoft, Harley Davidson, Virgin, McDonald’s, Sony and IBM.
By: Haig, Matt
Published By: Kogan Page
file size: 0,6 MB
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