Brand Failures

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298 <strong>Brand</strong> failures 100 Yardley cosmetics From grannies to handcuffs How does a once supremely successful brand descend into failure The answer, in the case of Yardley cosmetics, is by failing to move with the times. Yardley was founded in London in 1770 by William Yardley, a purveyor of swords, spurs and buckles for the aristocracy. He took over a lavender soap business from his son-in-law William Cleaver who had gambled away his inheritance. Throughout the next 200 years the brand grew from strength to strength with its portfolio of flower-scented soaps, talcum powders and traditional perfumes. Yardley’s brand identity was quintessentially English, and it supplied soaps and perfumes to the Queen and the Queen Mother. However, during the 1960s Yardley was seen as a cool brand associated with swinging London. ‘The English Rose image was a digression,’ said Yardley’s former chief executive Richard Finn. ‘In the 1960s, Yardley was associated with Twiggy, Carnaby Street and mini skirts, not stuck in a cottage garden with green wellies.’ The following decades saw the brand slide back towards a conservative image, as the age of the average customer grew older. By the start of the 1990s its ‘granny image’ was being commented on by certain British journalists. When SmithKline Beecham bought the company in 1990 for £110 million, it embarked on numerous attempts to spruce up the brand’s identity. In 1997, the company changed its advertising model from actress Helena Bonham Carter to supermodel Linda Evangelista. One of the adverts showed
Tired brands 299 her shackled in chains and handcuffs – a long way from grannies and green wellies. But the multi-million pound advertising campaign failed to work. In fact, it served only to alienate the brand’s most loyal customers. On 26 August 1998 the company went into receivership with debts of about £120 million. The brand eventually found a buyer in the form of German hair care giant Wella. It remains to be seen whether Wella will be able to modernize the Yardley brand. Lessons from Yardley Don’t neglect your core customers. <strong>Brand</strong>s must try to change over time without neglecting their traditional customers. Remember that historical brands carry historical baggage. The Yardley brand identity had evolved over more than two hundred years. It couldn’t be erased with one advertising campaign.
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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
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Rebranding failures 207 of the name
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Rebranding failures 209 74 Tommy Hi
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Rebranding failures 211 style that
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Rebranding failures 213 in the Repu
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Rebranding failures 215 former secr
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Rebranding failures 217 Lessons fro
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Rebranding failures 219 neighbours
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79 British Airways When British Air
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CHAPTER 9 Internet and new technolo
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226 Brand failures now believe bran
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81 Pets.com In the mid-1990s, when
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Internet and new technology failure
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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
Page 296 and 297: 288 Brand failures As with most bra
Page 298 and 299: 290 Brand failures For the Levi’s
Page 300 and 301: 292 Brand failures to the stores in
Page 302 and 303: 294 Brand failures One argument was
Page 304 and 305: 296 Brand failures market is 18-24
Page 308 and 309: 300 References
Page 310 and 311: 302 References Malmsten, E, Portang
Page 312 and 313: 304 Index candour see honesty Capit
Page 314 and 315: 306 Index ideas failures 71, 82 hea
Page 316 and 317: 308 Index and extension 93 New Coke
Page 318: 310 Index Taiwan 163 tampons 137-39
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Brand Failures

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