Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time
Автор:Matt Haig Год: 2003 Издание:Kogan Page Страниц: 310 ISBN: 0749439270 What do Coca-Cola, McDonald`s, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding confidently 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 takes 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 a valuable checklist of lessons learnt. ...
