Brand Failures

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188 <strong>Brand</strong> failures Lessons from Arthur Andersen Understand that businesses are interconnected. No firm is completely immune from other businesses. Andersen and Enron’s actions have been impossible to separate, at least in the mind of the public. Don’t send mixed messages. As the plot thickened, different versions of events started to emerge from inside Andersen.
People failures 189 68 Ratner’s When honesty is not the best policy One of the most popular and influential books ever written about marketing is The 22 Immutable Laws of Marketing¸ written by Al Ries and Jack Trout and first published in 1993. Their fifteenth ‘law’ is ‘the law of candour’. This states that if a company admits a negative aspect about a brand, the consumer will think more highly about that brand because of the company’s sheer honesty. Ries and Trout say that it goes against corporate and human nature to acknowledge a problem or weakness. ‘First and foremost,’ they write, ‘candour is very disarming. Every negative statement you make about yourself is instantly accepted as truth. Positive statements, on the other hand, are looked at as dubious at best. Especially in an advertisement.’ The authors go on to give a list of companies which have used this honest approach to great effect. They admire, for instance, the strap line ‘Avis is only number two in rent-a-cars.’ They also declare that ‘positive thinking has been highly overrated’: The explosive growth of communications in our society has made people defensive and cautious about companies trying to sell them anything. Admitting a problem is something that very few companies do.
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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,
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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
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 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: People failures 187 67 Arthur Ander
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
Page 223 and 224: Rebranding failures 215 former secr
Page 225 and 226: Rebranding failures 217 Lessons fro
Page 227 and 228: Rebranding failures 219 neighbours
Page 229 and 230: 79 British Airways When British Air
Page 231: CHAPTER 9 Internet and new technolo
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Page 237 and 238: 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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Brand Failures

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