Brand Failures

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138 <strong>Brand</strong> failures But Procter & Gamble dismissed this research as ‘insufficient data in the hands of a bureaucracy.’ However, by this time the company had started to realize it was fighting a losing battle and began to co-operate and look for a compromise solution. Procter & Gamble suggested a warning label be added to the product. But when the results of the CDC study were confirmed by an independent research firm, Procter & Gamble had little choice but to suspend sales of the product. The withdrawal of Rely from the market was estimated to cost US $75 million. However, although Procter & Gamble initially made matters worse by denying responsibility, the company was now embarked on a damage limitation exercise. It worked jointly with the CDC to draft a consent agreement. The CDC allowed Procter & Gamble to deny any product defect or violation of federal law. In return Procter & Gamble promised to buy back any unused product and offered its scientific expertise to research the problem. The company also mounted a large-scale educational campaign. In an article for the Canadian Journal of Communication, Drexel University’s Priscilla Murphy explored Procter & Gamble’s handling of the Rely tampon incident in relation to ‘games theory’. She argued that by the end, Procter & Gamble’s game plan had improved greatly: The latter stages of Procter & Gamble’s strategy exemplify a wholly different approach to conflict. What had begun as a classic escalation game became a bargaining venture in which everyone’s desires were examined and coordinated so that each player could live with the agreement. When we are talking about bargaining games we are really looking at the ways in which both sides in a conflict gradually come to agree on a single version of events, a single perspective. What resulted was a stable equilibrium point that, though not ideal, represented the best outcome for each side given the pressures from the other side. So although the incidents of toxic shock syndrome spelt the end of the Rely brand, Procter & Gamble itself suffered small lasting damage and continues to produce some of the world’s most popular tampon products.
PR failures 139 Lessons from Rely Co-operate don’t aggravate. If Procter & Gamble had co-operated with the health authorities from the start it would have been able to limit the negative media coverage. Kill the brand, save the company. For companies with numerous brands it is often better to admit defeat early on and terminate a brand for the sake of the overall reputation of the company.
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Brand Failures
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Brand Failures Matt Haig
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Contents 1. Introduction 1 Why bran
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Contents vii 6. Culture failures 15
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4 Brand failures didn’t matter. A
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6 Brand failures market for which i
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8 Brand failures without trace are
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Some brand failures have proved so
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14 Brand failures competitor. As it
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16 Brand failures In other words, C
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18 Brand failures Lessons from New
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20 Brand failures among employees t
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22 Brand failures years previously
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24 Brand failures Mustang was the s
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26 Brand failures 3 Sony Betamax Ac
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28 Brand failures and retailers, wh
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30 Brand failures 4 McDonald’s Ar
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32 Brand failures Lessons from Arch
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34 Brand failures
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36 Brand failures up with the idea
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38 Brand failures Factor two: cool
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40 Brand failures 6 Sony’s Godzil
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42 Brand failures the possible exce
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44 Brand failures 7 Persil Power On
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46 Brand failures But the advantage
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48 Brand failures easily, Pepsi rem
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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
Page 95 and 96: Extension failures 87 24 Heinz All
Page 97 and 98: Extension failures 89 Lessons from
Page 99 and 100: Extension failures 91 the no-nonsen
Page 101 and 102: Extension failures 93 Have a core
Page 103 and 104: Extension failures 95 In the mid-19
Page 105 and 106: Extension failures 97 every brand -
Page 107 and 108: Extension failures 99 sales rose to
Page 109 and 110: Extension failures 101 However, amo
Page 111 and 112: Extension failures 103 29 Chiquita
Page 113 and 114: Extension failures 105 A brand is
Page 115 and 116: 31 Ben-Gay Aspirin Ben-Gay is anoth
Page 117 and 118: 33 Smith and Wesson mountain bikes
Page 119 and 120: 35 Lynx barbershop Lever Fabergé,
Page 121 and 122: 37 LifeSavers Soda Invented in 1912
Page 123: 39 Frito-Lay Lemonade Frito-Lay is
Page 127 and 128: It can be expected that brands will
Page 129 and 130: PR failures 121 40 Exxon Don’t sa
Page 131 and 132: PR failures 123 including the clean
Page 133 and 134: PR failures 125 environmentalists,
Page 135 and 136: PR failures 127 the public. [. . .]
Page 137 and 138: PR failures 129 42 Perrier’s benz
Page 139 and 140: PR failures 131 common purpose thro
Page 141 and 142: PR failures 133 Lesson from Pan Am
Page 143 and 144: PR failures 135 In addition, Snow B
Page 145: PR failures 137 45 Rely tampons Pro
Page 149 and 150: PR failures 141 As Gerber saw it, a
Page 151 and 152: PR failures 143 regarding youth mar
Page 153 and 154: PR failures 145 buying about 40 per
Page 155 and 156: PR failures 147 Be sensitive. By s
Page 157: PR failures 149 Remember that comp
Page 161: Brands operate on a global scale. B
Page 164 and 165: 156 Brand failures of the Bombay St
Page 166 and 167: 158 Brand failures Coca-Cola. The
Page 168 and 169: 160 Brand failures Lessons from Kel
Page 170 and 171: 162 Brand failures Translation trou
Page 172 and 173: 53 Schweppes Tonic Water in Italy I
Page 174 and 175: 55 Electrolux in the United States
Page 176 and 177: 57 Coors in Spain Coors beer had eq
Page 178 and 179: 59 Clairol’s Mist Stick in German
Page 180 and 181: 61 American Airlines in Mexico When
Page 182 and 183: 63 Kentucky Fried Chicken in Hong K
Page 184 and 185: 176 Brand failures ment. Pretty soo
Page 186 and 187: 178 Brand failures 65 Quaker Oats
Page 188 and 189: 180 Brand failures Lessons from Sna
Page 191 and 192: The people behind a brand are its m
Page 193 and 194: People failures 185 66 Enron Failin
Page 195 and 196: 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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