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Inhaltsangabe
Book by Haig Matt
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Críticas
"www.getAbstract.com suggests this book to marketing, advertising, PR and customer service managers so they can learn from other people's mistakes." www.getAbstract.com "Brand Failures is an internationally best selling compilation of 100 case studies." Belfast News Letter Group "An entertaining and comprehensive analysis of what can happen when marketers misunderstand either the nature of their products or the market in general." www.Adbrands.net "Reveals the basic blunders behind each case study and provides a valuable analysis of the lessons learnt." IP Review "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 "...this is a very entertaining book with a serious message." planningaboveandbeyond.co.uk, June 15, 2010
Reseña del editor
"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.
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- VerlagKogan Page
- Erscheinungsdatum2005
- ISBN 10 0749444339
- ISBN 13 9780749444334
- EinbandTapa blanda
- Auflage1
- Anzahl der Seiten272
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Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time
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ISBN 13: 9780749444334
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ISBN 13: 9780749444334
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ISBN 13: 9780749444334
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