Brand Failures

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238 <strong>Brand</strong> failures Lessons from Excite@Home Avoid too many cooks. Hearst says: One of the lessons is that you can gain a tremendous advantage by partnering with big, well-established companies, and people are going to continue to do that. But those companies are going to find it very difficult to put their new start-up venture ahead of their own corporate responsibilities. So when you have a start-up controlled by big, established companies, it’s going to be a little different than a real, standalone start-up. Don’t over-reach. Excite@Home’s ambition to become the next AOL meant that it over-reached itself, spending money it couldn’t afford. Differentiate the brand. Ultimately, consumers didn’t have a clear idea of what the Excite@Home brand stood for. It meant everything and nothing, and as a result it failed.
Internet and new technology failures 239 84 WAP Why another protocol In order to gain public awareness new technologies are now promoted as brands, by technological companies and organizations. However, often those technologies that receive the most hype die an early death while those that are launched with no fanfare gain mass acceptance. Nowhere has this been more evident than with mobile phone technology. In Europe, the major mobile phone companies were unable to anticipate the success of SMS (short messaging service) text messaging. Indeed, some even failed to mention their phones included an SMS facility. As I explored in my previous book Mobile Marketing, mobile phone users were left to discover SMS for themselves – and discover it they did. In the UK alone, over 1 billion text messages are sent and received every single month. In Mobile Marketing, I provided an overview of the technology’s popularity: SMS, or the Short Messaging Service, was the first mainstream technology to enable short text messages to be sent from one mobile device to another. Devoid of colour, graphics, audio, video, and confined to 160 characters per message, SMS hardly seemed the most radical of new media technologies. Furthermore, people wanting to send an SMS text message had to work with small, fiddly mobile keypads and tiny grey screens. Yet, for all its evident shortcomings, SMS became hugely popular and has inspired a whole generation of ‘textheads’, who have even conjured up their
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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
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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
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
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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Page 263: Internet and new technology failure
Page 267: All brands will eventually fail. Th
Page 270 and 271: 262 Brand failures The $600-million
Page 272 and 273: 264 Brand failures Lessons from Old
Page 274 and 275: 266 Brand failures interview. ‘An
Page 276 and 277: 268 Brand failures 91 Ovaltine When
Page 278 and 279: 270 Brand failures 92 Kodak Failing
Page 280 and 281: 272 Brand failures tive strategy if
Page 282 and 283: 274 Brand failures 93 Polaroid Live
Page 284 and 285: 276 Brand failures launch of its SX
Page 286 and 287: 278 Brand failures ‘was that they
Page 288 and 289: 280 Brand failures 94 Rover A dog o
Page 290 and 291: 282 Brand failures 95 Moulinex Goin
Page 292 and 293: 284 Brand failures 96 Nova magazine
Page 294 and 295: 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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