Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

ISBN: 0749444339

ISBN 13: 9780749444334

Publication Date: October 01, 2005

Publisher: Kogan Page

Pages: 260

Format: Paperback

Author: Matt Haig

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It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 "failures" into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).

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