Brand Failures

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53 Schweppes Tonic Water in Italy In Italy, a promotional campaign for Schweppes Tonic Water failed when the product name was translated as ‘Schweppes Toilet Water’. Subsequent campaigns have had better results.
54 Chevy Nova and others Of all products, cars have had the most translation problems. When people chuckled at General Motors’ Chevy Nova in Latin America, the automotive giant was perplexed. Until, that is, someone pointed out that ‘Nova’ means ‘It doesn’t go’ in Spanish. Then there was the Mitsubishi Pajero sport utility that caused embarrassment in Spain, where ‘pajero’ is slang for ‘masturbator’. Toyota’s Fiera car proved controversial in Puerto Rico, where ‘fiera’ translates to ‘ugly old woman’. Likewise few Germans were enthusiastic about owning Rolls-Royce’s ‘Silver Animal Droppings’ car. To the English speaking world it bears the more romantic name ‘Silver Mist’. And finally, Ford didn’t have the reception they expected in Brazil when their ‘Pinto’ car flopped. Then they discovered that in Brazilian Portuguese slang, ‘pinto’ means ‘small penis’.
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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
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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,
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 and 146: PR failures 137 45 Rely tampons Pro
Page 147 and 148: PR failures 139 Lessons from Rely
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 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
Page 197 and 198: People failures 189 68 Ratner’s W
Page 199 and 200: People failures 191 met comedians w
Page 201 and 202: People failures 193 was out, Planet
Page 203 and 204: People failures 195 is wrong to lea
Page 205 and 206: People failures 197 had lost the su
Page 207: People failures 199 tortilla brand
Page 211 and 212: Brands, like people, have a fear of
Page 213 and 214: Rebranding failures 205 73 Consigni
Page 215 and 216: Rebranding failures 207 of the name
Page 217 and 218: Rebranding failures 209 74 Tommy Hi
Page 219 and 220: Rebranding failures 211 style that
Page 221 and 222: 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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