BRAND FAILURES: THE TRUTH ABOUT THE 100 BIGGEST BRANDING MISTAKESOF ALL TIME

"Haig, a marketing consultant, is one of a new breed of writers producing marketing primers for the hyphenated age of e-marketing. This type of work is characterized by breezily written snippets of success or failure as either encouragement or admonition for the practitioner or for a new category of reader: the business voyeur. Thus these works are written in a readable and appealing format, as e-business fables. Examining 'the 100 biggest branding mistakes of all time, ' Haig organizes these 100 "failures" into ten types, each with its own moral and admonition. These types 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., Kelloggs in India), and technology failures (e.g., Pets.com). The idea behind this work is that with knowledge these failures can be avoided, but this reviewer regards it as akin to Monday morning quarterbacking in its validity as an activity. None of this takes away the schadenfreude of this well-written, quick read. Useful more as a cultural artifact than classroom text, this book could serve as supplementary reading for advanced marketing courses and for business voyeurs who like a good read. Summing Up: Recommended. General readers; upper-division undergraduate and graduate students; and practitioners." --

Idioma: INGLÉS
"welcome to the brand graveyard... while these branding 'horror stories' may suggest that failure is inevitable, their example has helped to identify the danger areas. it is hoped, then, that this book will provide an illuminating if rather frightening read." matt haig
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. brand failures is a fascinating look at how such disasters occur. it describes those brands that set sail with the help of multi-million dollar advertising campaigns, only to sink without trace. in a highly readable and entertaining style, matt haig starts with classic examples from every era of branding and moves towards more recent brand failures. the book also has great practical value: each brand scenario includes a checklist of 'lessons learnt', so providing 'how not to' advice.
Idioma: INGLÉS

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BRAND FAILURES: THE TRUTH ABOUT THE 100 BIGGEST BRANDING MISTAKESOF ALL TIME

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