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).
Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time
ISBN 13: 9780749444334
Publication Date: October 01, 2005
Publisher: Kogan Page
Author: Matt Haig