Brand Failures
Brand Failures Brand Failures
55 Electrolux in the United States Scandinavian vacuum manufacturer Electrolux raised a few eyebrows in the United States when it came up with the slogan ‘Nothing sucks like an Electrolux’. It later reworked its strap line.
56 Gerber in Africa When baby food manufacturer Gerber started to sell its products in Africa it used the same packaging as for Western markets. This packaging included a picture of a baby boy on the label. Surprised at low sales, Gerber discovered that in Africa, as most customers can’t read English, Western companies generally put pictures on the label of what’s inside.
- 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 172 and 173: 53 Schweppes Tonic Water in Italy I
- 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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56 Gerber in Africa<br />
When baby food manufacturer Gerber started to sell its products in Africa it<br />
used the same packaging as for Western markets. This packaging included a<br />
picture of a baby boy on the label. Surprised at low sales, Gerber discovered<br />
that in Africa, as most customers can’t read English, Western companies<br />
generally put pictures on the label of what’s inside.
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