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基本説明
New in paperback. Hardcover was published in 2003. The inside story of 100 major brand blunders categorized as: classic failures; idea failures; extension failures; PR failures; culture failures; people failures; rebranding failures; Internet and new technology failures; tired brands.
Full Description
'You learn more from failure than you can from success. Matt Haig's new book is a goldmine of helpful how-not-to advice which you ignore at your own peril.' - Lara Ries, President, Ries and Ries, marketing strategists, and bestselling co-author of "The Fall of Advertising and the Rise of PR" and "The 22 Immutable Laws of Branding". 'I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today's Andersen and Enron. A must-buy for marketers.' - Peter Doyle, Professor of Marketing and Strategic Management, Warwick Business School, University of Warwick. 'If you are responsible for your brand, read this book. It might just be the best investment that you will ever make!' - Shaun Smith, Senior Vice President of Forum, a division of FT Knowledge, and author of "Uncommon Practice". 'Every marketer will read this with both pleasure and profit. Some of the stories are really enjoyable but the lessons are deadly serious. Read it, enjoy it, learn from it.' - Patrick Barwise, Professor of Management and Marketing, London Business School. 'I highly recommend his book to everyone responsible for brand creation, development and management.' - Dr. Paul Temporal, Brand Strategy Consultant, Singapore and author of "Advanced Brand Management". 'Makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.' - "Marketing", April 2003. 'Splendid advice' - "The Daily Focus (Korea)". 'Read it' - "Sports Today (Korea)". 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 - 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; and 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.
Contents
Contents 1. Introduction Why brands fail Brand myths Why focus on failure? 2. Classic failures 1. New Coke 2. The Ford Edsel 3. Sony Betamax 4. McDonald's Arch Deluxe 3. Idea failures 5. Kellogg's Cereal Mates 6. Sony's Godzilla 7. Persil Power 8. Pepsi 9. Earring Magic Ken 10. The Hot Wheels computer 11. Corfam 12. RJ Reynolds' Smokeless Cigarettes 13. Oranjolt 14. La Femme 15. Radion 16. Clairol's 'Touch of Yoghurt' shampoo 17. Pepsi AM 18. Maxwell House ready-to-drink coffee 19. Campbell's Souper Combo 20. Thirsty Cat! and Thirsty Dog! 4. Extension failures 21. Harley Davidson perfume 22. Gerber Singles 23. Crest 24. Heinz All Natural Cleaning Vinegar 25. Miller 26. Virgin Cola 27. Bic underwear 28. Xerox Data Systems 29. Chiquita 30. Country Time Cider 31. Ben-Gay Aspirin 32. Capital Radio restaurants 33. Smith and Wesson mountain bikes 34. Cosmopolitan yoghurt 35. Lynx barbershop 36. Colgate Kitchen Entrees 37. LifeSavers Soda 38. Pond's toothpaste 39. Frito-Lay Lemonade 5. PR failures 40. Exxon 41. McDonald's -- the McLibel trial 42. Perrier's benzene contamination 43. Pan Am 44. Snow Brand milk products 45. Rely tampons 46. Gerber's PR blunder 47. RJ Reynold's Joe Camel campaign 48. Firestone tyres 49. Farley's infant milk 6. Culture failures 50. Kellogg's in India 51. Hallmark in France 52. Pepsi in Taiwan 53. Schweppes Tonic Water in Italy 54. Chevy Nova and others 55. Electrolux in the United States 56. Gerber in Africa 57. Coors in Spain 58. Frank Perdue's chicken in Spain 59. Clairol's Mist Stick in Germany 60. Parker Pens in Mexico 61. American Airlines in Mexico 62. Vicks in Germany 3. Kentucky Fried Chicken in Hong Kong 64. CBS Fender 65. Quaker Oats' Snapple 7. People failures 66. Enron 67. Arthur Andersen 68. Ratner's 69. Planet Hollywood 70. Fashion Caf? 71. Hear'Say 72. Guiltless Gourmet 8. Rebranding failures 73. Consignia 74. Tommy Hilfiger 75. BT Cellnet to O2 76. ONdigital to ITV Digital 77. Windscale to Sellafield 78. Payless Drug Store to Rite Aid 79. British Airways 80. MicroPro 9. Internet and new technology failures 81. Pets.com 82. VoicePod 83. Excite@Home 84. WAP 85. Dell's Web PC 86. Intel's Pentium chip 87. IBM's Linux graffiti 88. boo.com 10. Tired brands 89. Oldsmobile 90. Pear's soap 91. Ovaltine 92. Kodak 93. Polaroid 94. Rover 95. Moulinex 96. Nova magazine 97. Levi's 98. Kmart 99. The Cream nightclub 100. Yardley cosmetics References
