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- Page 5 and 6: Praise for Brand Failures.. . “Yo
- Page 7 and 8: First published in Great Britain an
- Page 9 and 10: vi Contents 16 Clairol’s ‘Touch
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- Page 13 and 14: Introduction 5 would come to one co
- Page 15 and 16: Introduction 7 If a product is goo
- Page 17: Introduction 9 CHAPTER 2 Classic fa
- Page 21 and 22: 1 New Coke Think of a brand success
- Page 23 and 24: Classic failures 15 The problem, as
- Page 25 and 26: Classic failures 17 over US $10 mil
- Page 27 and 28: Classic failures 19 2 The Ford Edse
- Page 29 and 30: Classic failures 21 they all looked
- Page 31 and 32: Classic failures 23 ing with were b
- Page 33 and 34: Classic failures 25 Quality is imp
- Page 35 and 36: Classic failures 27 format VCR. By
- Page 37 and 38: Classic failures 29 Now, of course,
- Page 39 and 40: Classic failures 31 November 2001,
- Page 41 and 42: Classic failures 33 CHAPTER 3 Idea
- Page 43 and 44: Idea failures 35 As the examples in
- Page 45 and 46: Idea failures 37 5 Kellogg’s Cere
- Page 47 and 48: Idea failures 39 they could just ge
- Page 49 and 50: Idea failures 41 possibilities of b
- Page 51 and 52: Idea failures 43 Tale and The Anima
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Idea failures 45 Niall Fitzgerald,
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Idea failures 47 8 Pepsi In pursuit
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Idea failures 49 the company had wi
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Idea failures 51 Mattel explained t
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Idea failures 53 10 The Hot Wheels
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Idea failures 55 11 Corfam The leat
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Idea failures 57 12 RJ Reynolds’
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Idea failures 59 In introducing Pre
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Idea failures 61 Lessons from smoke
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Idea failures 63 expand it,’ says
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Idea failures 65 At the Chicago Aut
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Idea failures 67 15 Radion Bright o
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17 Pepsi AM In the late 1980s, Peps
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19 Campbell’s Souper Combo Anothe
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CHAPTER 4 Extension failures
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76 Brand failures Then there are th
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78 Brand failures Harley riders don
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80 Brand failures ‘Oh absolutely,
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22 Gerber Singles When branding goe
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84 Brand failures only did it launc
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86 Brand failures that it has negle
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88 Brand failures ‘With green a m
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90 Brand failures 25 Miller The eve
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92 Brand failures of one core brand
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94 Brand failures 26 Virgin Cola A
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96 Brand failures 27 Bic underwear
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98 Brand failures 28 Xerox Data Sys
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100 Brand failures During the 1980s
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102 Brand failures can move to iono
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104 Brand failures fresh produce in
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30 Country Time Cider Country Time
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32 Capital Radio restaurants In Nov
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34 Cosmopolitan yoghurt Yes, that
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36 Colgate Kitchen Entrees In what
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38 Pond’s toothpaste Pond’s, th
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CHAPTER 5 PR failures
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120 Brand failures realized that it
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122 Brand failures spill slow to ge
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124 Brand failures 41 McDonald’s
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126 Brand failures With 180 witness
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128 Brand failures limited only by
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130 Brand failures had little choic
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132 Brand failures 43 Pan Am Ending
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134 Brand failures 44 Snow Brand mi
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136 Brand failures found in preserv
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138 Brand failures But Procter & Ga
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140 Brand failures 46 Gerber’s PR
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142 Brand failures 47 RJ Reynolds
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144 Brand failures 48 Firestone tyr
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146 Brand failures they should, esp
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148 Brand failures 49 Farley’s in
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CHAPTER 6 Culture failures
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50 Kellogg’s in India Kellogg’s
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Culture failures 157 and visible on
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Culture failures 159 One of the rea
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Culture failures 161 51 Hallmark in
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Culture failures 163 52 Pepsi in Ta
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54 Chevy Nova and others Of all pro
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56 Gerber in Africa When baby food
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58 Frank Perdue’s chicken in Spai
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60 Parker Pens in Mexico Parker Pen
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62 Vicks in Germany Vapour-rub manu
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64 CBS Fender A tale of two culture
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Culture failures 177 ‘Fender has
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Culture failures 179 advertising ca
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Culture failures 181 CHAPTER 7 Peop
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184 Brand failures resulting damage
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186 Brand failures made matters wor
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188 Brand failures Lessons from Art
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190 Brand failures When a company s
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192 Brand failures 69 Planet Hollyw
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194 Brand failures 70 Fashion Café
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196 Brand failures 71 Hear’Say Fr
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198 Brand failures 72 Guiltless Gou
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CHAPTER 8 Rebranding failures
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204 Brand failures But while there
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206 Brand failures There is a wise
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208 Brand failures Lessons from Con
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210 Brand failures Part of this ‘
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212 Brand failures 75 BT Cellnet to
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214 Brand failures 76 ONdigital to
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216 Brand failures for digital tele
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218 Brand failures 77 Windscale to
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78 Payless Drug Store to Rite Aid I
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80 MicroPro Remember MicroPro In th
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On the Internet, brand failure has
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Internet and new technology failure
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230 Brand failures ‘Pets.com has
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232 Brand failures Perhaps the main
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234 Brand failures 82 VoicePod Fail
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236 Brand failures 83 Excite@Home B
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238 Brand failures Lessons from Exc
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240 Brand failures own SMS shorthan
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242 Brand failures 85 Dell’s Web
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244 Brand failures Lessons from Del
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246 Brand failures Lessons from Int
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248 Brand failures scribble the wor
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250 Brand failures recognition as y
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252 Brand failures parties and high
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254 Brand failures As other, less f
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CHAPTER 10 Tired brands
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89 Oldsmobile How the ‘King of Ch
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Tired brands 263 has been highlight
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Tired brands 265 90 Pear’s Soap F
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Tired brands 267 built on advertisi
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Tired brands 269 granny used to dri
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Tired brands 271 Perhaps no market
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Tired brands 273 It will, however,
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Tired brands 275 actors James Garne
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Tired brands 277 they could be sent
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Tired brands 279 Feel it, don’t
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Tired brands 281 The problem, it ap
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Tired brands 283 such as the luxury
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Tired brands 285 helm of a magazine
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Tired brands 287 97 Levi’s Below
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Tired brands 289 warehouses and our
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Tired brands 291 98 Kmart A brand o
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Tired brands 293 99 The Cream night
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Tired brands 295 These teenagers we
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Tired brands 297 Watch market tren
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Tired brands 299 her shackled in ch
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References 301 References Barger, S
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Index adaptation 296 advertising 23
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Index 305 culture 153 examples of f
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Index 307 in India 155-57, 159-60 m
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Index 309 price 24, 39, 244, 292 qu