Brand Failures

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240 <strong>Brand</strong> failures own SMS shorthand to overcome the character limit. Even among older users, SMS text messaging has proved to be a popular, less-intrusive and often cost-effective alternative to voice calls. While the mobile companies initially ignored this unassuming technology, they were very excited indeed about another three letter acronym: WAP. WAP (wireless application protocol) was heralded as the first major global technology to make the mobile Internet a reality. And it was, although excessively slow download times and frequent connection failure along with many other usability shortcomings started to make people wonder if the wireless Web would be such a great thing anyway. In 1999, the year WAP was being tweaked for launch in many countries, not a bad word could be found about this technology. Two years later headlines such as ‘The Great WAP flop’ and ‘RIP WAP’ were not uncommon in the European technology press. One survey conducted in summer 2001 in the UK was especially telling. The BRMB study found that of the two-thirds of the population who owned a mobile phone, 85 per cent believed they had an SMS texting facility, while only 13 per cent said they had a WAP-enabled phone. Of that small number, only 37 per cent had used the WAP facility within the last month. Therefore most of those who were aware they were using a WAP device still didn’t believe the WAP facility was worth using. As Simon Rogers commented in the Guardian at around the same time (July 2001) ‘accessing a breaking news service using WAP just doesn’t replicate the usefulness of the net and is little more than another incremental improvement on your phone.’ WAP’s rough ride has been made even worse by the remarkable, and generally unpredicted, success of SMS. While WAP had been touted as a ‘killer app’ for wireless devices, the considerably less flashy SMS received little attention. When it suddenly emerged that in many parts of the world there were ten SMS users for every one WAP user, and that those SMS users were considerably more devoted than their weary WAP counterparts, it inevitably ruffled a few feathers. The rumours regarding the death of WAP have been greatly exaggerated though as effective WAP applications have finally emerged. For most marketers however, WAP was something of a no-go area. The Financial Times has dubbed WAP marketing ‘the least interesting type of wireless marketing.’ To be fair, many of the problems with WAP are not really its fault. After all WAP is only a protocol, and not a bad one at that. However, the term WAP has extended to encompass the entire mobile Internet experience via
Internet and new technology failures 241 WAP-enabled devices. And, up until now, that experience has been patchy to say the least. As any brand strategist would agree, the success of a product or service depends not simply on its value, but rather its perceived value. So, whatever WAP will be able to offer mobile users in the future, the negative perception will take a while to erase. Even the WAP evangelists started to realize that it suffers from a certain public image problem. For instance, in 2002 the staunchly pro-WAP Web site WAPInsight (www.wapinsight.com) conceded that ‘the signs are increasing that WAP as a brand name is dying’. The site reported the demise of the UK chain of retail stores run by MPC Telecom, called TheWAPStore, and said the ‘WAP’ element of the name sparked off negative associations among the public. Whether WAP will disappear for good still remains to be seen and as more powerful mobile phones emerge the mobile Internet seems to have a positive future. However, the negative connotations of the WAP name means that a new acronym may have to be developed. Lessons from WAP Be useful. WAP has suffered from a distinct lack of content mobile users could find useful on a WAP-based wireless Web. Although many companies have experimented with WAP sites, information underload remained a problem. Be simple. WAP has also suffered from comparisons with the more straightforward SMS. Unfavourable comparisons to Japanese I-mode technology have also added salt to WAP’s wounds. Don’t overstate your case. The initial WAP hype, which reached its hyperbolic peak in 1999–2000, overstated its case. One UK operator’s campaign featuring a WAP-enabled surfboard, and many others like it, gave the impression of a mobile Internet ‘surfer’s paradise’. The protocol clearly couldn’t deliver on this promise. Be user-friendly. Jakob Nielsen, ex-Sun Microsystems engineer and ‘guru of Web usability’ highlighted WAP’s ‘miserable usability’. In 2000, Nielsen advised businesses to ‘skip the current generation of WAP’. Slow connections and downloads for the first wave of WAP meant that mobile users downloading WAP sites (particularly those with graphics) had a lot of spare time on their hands.
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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
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People failures 187 67 Arthur Ander
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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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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 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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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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