Brand Failures

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302 References Malmsten, E, Portanger, E and Drazin, C (2001) Boo Hoo: A dot com story, Random House Business Books, London McMath, R (1999) What Were They Thinking, Times Books, New York Mello, S (2001) Customer Centric Product Definition: The key to great product development, AMACOM, New York Murphy, P (1991) Game theory models for organizational/public conflict, Canadian Journal of Communication, 16 (2) Ottman, J (1998) Green Marketing: Opportunities for innovation in the new marketing age, Ntc Business Books, Lincolnwood, IL Peters, T (1997) The Circle of Innovation, Alfred A Knopf, New York Ries, A and Ries, L (1998) The 22 Immutable Laws of <strong>Brand</strong>ing, Harper Collins Business, New York Ries, A and Trout, J (1993) The 22 Immutable Laws of Marketing: Violate them at your own risk, Harper Collins Business, New York Searles, D, Locke, C, Levine, R and Weinberger, D (2001) The Cluetrain Manifesto: The end of business as usual, Perseus Publishing, Cambridge, MA Trout, J (2001) Big <strong>Brand</strong>s, Big Trouble: Lessons learned the hard way, John Wiley & Sons, New York Trout, J (2000) Differentiate or Die: Survival in our era of killer competition, John Wiley & Sons, New York Trout, J (1995) The New Positioning: The latest on the world’s number one business strategy, McGraw-Hill Trade, New York Vidal, J (1997) McLibel: Burger culture on trial, Macmillan, London Wolf, M J (1999) The Entertainment Economy: How mega-media forces are transforming our lives, Times Books, New York
Index adaptation 296 advertising 232, 255, 288, 292 building brands 7, 267 legal implications 248 see also marketing Africa 167 airlines 132–33, 157, 172 All Natural Cleaning Vinegar 87–89 Allied Domecq 119–20 Altec Lansing 234 Amazon 226 American Airlines 172 amnesia, brand 5, 86 Arch Deluxe burger 30–31 Arthur Andersen 187–88 assets, key brand 147 associations flexibility 97 logical 195 unpopular 269 availability 217 baby foods 140–41, 148, 167 back-up plans 199 bananas 103, 104 Barbie and Ken 50–51 Barton, James 293, 294, 295 beers 57, 90–93, 168 Ben-Gay 107 Betamax video recorders 26–29 Bic 96–97 BMW 280–81 boo.com 249–55 branding 3–4, 5 seven deadly sins of 5–6 Branson, Richard 76, 95, 100, 221 Brazil 165 breakfast cereals 37–39, 155–57 British Airways 221 BskyB 214, 215–16 BT Cellnet 212–13 Budweiser 92, 93 burgers 30–31 businesses see companies Camel cigarettes 142–43 Campbell’s 71
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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 306 and 307: 298 Brand failures 100 Yardley cosm
Page 308 and 309: 300 References
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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