Brand Failures

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All brands will eventually fail. There is no such thing as a brand that can last forever. Some go out with a bang, others with a pitiful whimper, but they will all, at some stage, come face to face with their own mortality. But what about Coca-Cola What about McDonald’s Well, they are unlikely to disappear tomorrow, or even in the next few decades, but is it really impossible to imagine some future, more health-conscious society rejecting these in favour of brands more in tune with the age Many of the strongest brands of the last century are starting to look very tired. Many more have already failed. This chapter is therefore devoted to formerly successful brands, which are either no longer with us, or are looking gradually weaker day by day.
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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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People failures 189 68 Ratner’s W
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People failures 191 met comedians w
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People failures 193 was out, Planet
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People failures 195 is wrong to lea
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People failures 197 had lost the su
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People failures 199 tortilla brand
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Brands, like people, have a fear of
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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 269 and 270: 89 Oldsmobile How the ‘King of Ch
Page 271 and 272: Tired brands 263 has been highlight
Page 273 and 274: Tired brands 265 90 Pear’s Soap F
Page 275 and 276: Tired brands 267 built on advertisi
Page 277 and 278: Tired brands 269 granny used to dri
Page 279 and 280: Tired brands 271 Perhaps no market
Page 281 and 282: Tired brands 273 It will, however,
Page 283 and 284: Tired brands 275 actors James Garne
Page 285 and 286: Tired brands 277 they could be sent
Page 287 and 288: Tired brands 279 Feel it, don’t
Page 289 and 290: Tired brands 281 The problem, it ap
Page 291 and 292: Tired brands 283 such as the luxury
Page 293 and 294: Tired brands 285 helm of a magazine
Page 295 and 296: Tired brands 287 97 Levi’s Below
Page 297 and 298: Tired brands 289 warehouses and our
Page 299 and 300: Tired brands 291 98 Kmart A brand o
Page 301 and 302: Tired brands 293 99 The Cream night
Page 303 and 304: Tired brands 295 These teenagers we
Page 305 and 306: Tired brands 297 Watch market tren
Page 307 and 308: Tired brands 299 her shackled in ch
Page 309 and 310: References 301 References Barger, S
Page 311 and 312: Index adaptation 296 advertising 23
Page 313 and 314: Index 305 culture 153 examples of f
Page 315 and 316: Index 307 in India 155-57, 159-60 m
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Index 309 price 24, 39, 244, 292 qu
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Brand Failures

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