Brand Failures

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Contents vii 6. Culture failures 151 50 Kellogg’s in India 155 51 Hallmark in France 161 52 Pepsi in Taiwan 163 53 Schweppes Tonic Water in Italy 164 54 Chevy Nova and others 165 55 Electrolux in the United States 166 56 Gerber in Africa 167 57 Coors in Spain 168 58 Frank Perdue’s chicken in Spain 169 59 Clairol’s Mist Stick in Germany 170 60 Parker Pens in Mexico 171 61 American Airlines in Mexico 172 62 Vicks in Germany 173 63 Kentucky Fried Chicken in Hong Kong 174 64 CBS Fender: a tale of two cultures 175 65 Quaker Oats’ Snapple: failing to understand the essence of 178 the brand 7. People failures 181 66 Enron: failing the truth 185 67 Arthur Andersen: shredding a reputation 187 68 Ratner’s: when honesty is not the best policy 189 69 Planet Hollywood: big egos, weak brand 192 70 Fashion Café: from catwalk to catfights 194 71 Hear’Say: from pop to flop 196 72 Guiltless Gourmet: helping the competition 198 8. Rebranding failures 201 73 Consignia: a post office by any other name 205 74 Tommy Hilfiger: the power of the logo 209 75 BT Cellnet to O 2 : undoing the brand 212 76 ONdigital to ITV Digital: how the ‘beautiful dream’ went 214 sour 77 Windscale to Sellafield: same identity, different name 218 78 Payless Drug Store to Rite Aid Corporation 220 79 British Airways 221 80 MicroPro 222
viii Contents 9. Internet and new technology failures 223 81 Pets.com 229 82 VoicePod: failing to be heard 234 83 Excite@Home: bad branding @ work 236 84 WAP: why another protocol 239 85 Dell’s Web PC: not quite a net gain 242 86 Intel’s Pentium chip: problem What problem 245 87 IBM’s Linux software and the graffiti guerrillas 247 88 boo.com: the party’s over 249 10. Tired brands 257 89 Oldsmobile: how the King of Chrome ended up on the 261 scrap heap 90 Pear’s soap: failing to hit the present taste 265 91 Ovaltine: when a brand falls asleep 268 92 Kodak: failing to stay ahead 270 93 Polaroid: live by the category, die by the category 274 94 Rover: a dog of brand 280 95 Moulinex: going up in smoke 282 96 Nova magazine: let sleeping brands lie 284 97 Levi’s: below the comfort zone 287 98 Kmart: a brand on the brink 291 99 The Cream nightclub: last dance saloon 293 100 Yardley cosmetics: from grannies to handcuffs 298 References Index 301 303
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Page 4 and 5: Brand Failures
Page 6 and 7: Brand Failures Matt Haig
Page 8 and 9: Contents 1. Introduction 1 Why bran
Page 12 and 13: 4 Brand failures didn’t matter. A
Page 14 and 15: 6 Brand failures market for which i
Page 16 and 17: 8 Brand failures without trace are
Page 19: Some brand failures have proved so
Page 22 and 23: 14 Brand failures competitor. As it
Page 24 and 25: 16 Brand failures In other words, C
Page 26 and 27: 18 Brand failures Lessons from New
Page 28 and 29: 20 Brand failures among employees t
Page 30 and 31: 22 Brand failures years previously
Page 32 and 33: 24 Brand failures Mustang was the s
Page 34 and 35: 26 Brand failures 3 Sony Betamax Ac
Page 36 and 37: 28 Brand failures and retailers, wh
Page 38 and 39: 30 Brand failures 4 McDonald’s Ar
Page 40 and 41: 32 Brand failures Lessons from Arch
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Page 44 and 45: 36 Brand failures up with the idea
Page 46 and 47: 38 Brand failures Factor two: cool
Page 48 and 49: 40 Brand failures 6 Sony’s Godzil
Page 50 and 51: 42 Brand failures the possible exce
Page 52 and 53: 44 Brand failures 7 Persil Power On
Page 54 and 55: 46 Brand failures But the advantage
Page 56 and 57: 48 Brand failures easily, Pepsi rem
Page 58 and 59: 50 Brand failures 9 Earring Magic K
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52 Brand failures Lesson from Earri
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54 Brand failures on it,’ wrote B
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56 Brand failures Clearly if Corfam
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58 Brand failures been officially r
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60 Brand failures ‘There are risk
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62 Brand failures 13 Oranjolt The d
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64 Brand failures 14 La Femme Where
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66 Brand failures patronizing. This
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16 Clairol’s ‘Touch of Yoghurt
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18 Maxwell House ready-to-drink cof
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20 Thirsty Cat! and Thirsty Dog! Bo
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Barron’s Dictionary of Business T
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Extension failures 77 21 Harley Dav
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Extension failures 79 making up the
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Extension failures 81 Keep it tigh
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23 Crest Stretching a brand to its
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Extension failures 85 ‘No toothpa
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Extension failures 87 24 Heinz All
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Extension failures 89 Lessons from
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Extension failures 91 the no-nonsen
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Extension failures 93 Have a core
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Extension failures 95 In the mid-19
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Extension failures 97 every brand -
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Extension failures 99 sales rose to
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Extension failures 101 However, amo
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Extension failures 103 29 Chiquita
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Extension failures 105 A brand is
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31 Ben-Gay Aspirin Ben-Gay is anoth
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33 Smith and Wesson mountain bikes
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35 Lynx barbershop Lever Fabergé,
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37 LifeSavers Soda Invented in 1912
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39 Frito-Lay Lemonade Frito-Lay is
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It can be expected that brands will
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PR failures 121 40 Exxon Don’t sa
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PR failures 123 including the clean
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PR failures 125 environmentalists,
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PR failures 127 the public. [. . .]
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PR failures 129 42 Perrier’s benz
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PR failures 131 common purpose thro
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PR failures 133 Lesson from Pan Am
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PR failures 135 In addition, Snow B
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PR failures 137 45 Rely tampons Pro
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PR failures 139 Lessons from Rely
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PR failures 141 As Gerber saw it, a
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PR failures 143 regarding youth mar
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PR failures 145 buying about 40 per
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PR failures 147 Be sensitive. By s
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PR failures 149 Remember that comp
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Brands operate on a global scale. B
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156 Brand failures of the Bombay St
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158 Brand failures Coca-Cola. The
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160 Brand failures Lessons from Kel
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162 Brand failures Translation trou
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53 Schweppes Tonic Water in Italy I
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55 Electrolux in the United States
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57 Coors in Spain Coors beer had eq
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59 Clairol’s Mist Stick in German
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61 American Airlines in Mexico When
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63 Kentucky Fried Chicken in Hong K
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176 Brand failures ment. Pretty soo
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178 Brand failures 65 Quaker Oats
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180 Brand failures Lessons from Sna
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The people behind a brand are its m
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People failures 185 66 Enron Failin
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People failures 187 67 Arthur Ander
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People failures 189 68 Ratner’s W
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People failures 191 met comedians w
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People failures 193 was out, Planet
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People failures 195 is wrong to lea
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People failures 197 had lost the su
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People failures 199 tortilla brand
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Brands, like people, have a fear of
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Rebranding failures 205 73 Consigni
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Rebranding failures 207 of the name
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Rebranding failures 209 74 Tommy Hi
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Rebranding failures 211 style that
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Rebranding failures 213 in the Repu
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Rebranding failures 215 former secr
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Rebranding failures 217 Lessons fro
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Rebranding failures 219 neighbours
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79 British Airways When British Air
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CHAPTER 9 Internet and new technolo
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226 Brand failures now believe bran
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81 Pets.com In the mid-1990s, when
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Internet and new technology failure
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All brands will eventually fail. Th
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262 Brand failures The $600-million
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264 Brand failures Lessons from Old
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266 Brand failures interview. ‘An
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268 Brand failures 91 Ovaltine When
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270 Brand failures 92 Kodak Failing
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272 Brand failures tive strategy if
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274 Brand failures 93 Polaroid Live
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276 Brand failures launch of its SX
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278 Brand failures ‘was that they
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280 Brand failures 94 Rover A dog o
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282 Brand failures 95 Moulinex Goin
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284 Brand failures 96 Nova magazine
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286 Brand failures The cycle of lau
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288 Brand failures As with most bra
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290 Brand failures For the Levi’s
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292 Brand failures to the stores in
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294 Brand failures One argument was
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296 Brand failures market is 18-24
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298 Brand failures 100 Yardley cosm
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300 References
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302 References Malmsten, E, Portang
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304 Index candour see honesty Capit
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306 Index ideas failures 71, 82 hea
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308 Index and extension 93 New Coke
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310 Index Taiwan 163 tampons 137-39
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