Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

在线阅读本书What do Coca-Cola, McDonald�s, IBM, Microsoft and Virgin have in common? They have all launched new branded products that have failed - spectacularly and at great cost. "Brand Failures" looks at how such disasters occur. It looks at those brands that have launched with the help of multi-million dollar advertising campaigns and then sunk without trace. Matt Haig recounts classic examples from every era of branding including 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. Some of the brand disasters covered are: Coca-Cola (New Coke), Chevy, Fender, Harley-Davidson, IBM, Microsoft, McDonalds�s, Mr. Donut, Perrier, Pets.com, Quaker, Sony, Tang and Virgin.

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