Brand Failures

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304 Index candour see honesty Capital Radio 108 cars classic failures 19–24 culture failures 157, 165 ideas failures 64–66 tired brands 261–64, 280–81 ‘catch 22’ situations 104 categories 270, 278 moving into related 40, 76 new 26, 29, 35 CBS and Fender 175–76, 177 celebrity endorsements 192, 193 Cellnet 212–13 Cereal Mates 37–39 change see rebranding Chevy Nova 165 children market research 52 marketing aimed at 53, 143 Chiquita 103–05 Chrysler 64 cigarettes 57, 57–61, 142–43 Citibank 158 citizenship, corporate 123 Clairol 68, 170 classic failures 11 examples 13–32 clothing 96–97, 209–11, 249–55, 287–90 Coca-Cola 13, 16, 26, 270 competition from Pepsi-Cola 13–15, 48 in India 158 New Coke 13, 15–16, 16–18 coffee 70 Colgate 83, 83–84, 112 colour and brands 48 communications 130–31 companies big and success 7 interconnected 188 partnerships between 147, 238 competition 4, 46 be aware of 283 be better than 292 exploiting crises 149 exploiting weaknesses 95 imitating 18, 244 irrelevant rivals 211 local in global markets 160 and new categories 29 paranoia and 6 and price 233 soft drinks market 13–15, 48 success breeds 199 understand 217 computers 53–54, 100, 242–44 see also technology, new Consignia 205, 206–08 consumers see customers Coors 57, 168 copiers 98–99, 102 core brands 93, 290 Corfam 55–56 cosmetics 298–99 Cosmopolitan 110 Country Time drinks 106 Cream nightclub 293–97 creativity 279 Crest 83, 84–86 crises 119 examples of 121–49, 245–46 people and 183–84 criticism, dealing with 246 Crystal Pepsi 47–48
Index 305 culture 153 examples of failing to under stand 155–61, 175–80 translation problems 162–74 customers 35 avoid confusing 32, 61, 86 be honest with 146 breaching their trust 130 core 80, 299 don’t patronize 66 emotional ties with 5, 204, 233 incentives 217 in India 159 perspective 82 re-establishing confidence 147 stick with what they know 89 and their culture 160 deception 6 Dell 242–44 design 54, 243 differentiation 49, 67, 232, 238, 272 cultural 160, 161 and extension 80 digital TV 214–17 discount stores 291–92 distribution 62, 95, 180 Dodge 64–66 dolls 50–52 Domino’s Pizza 26, 158 dot.com companies 206, 225–28 failure examples 229–33, 236–38, 249–55 drinks classic failures 13–18 culture failures 158, 163, 164, 178 extension failures 90–93, 94–95, 106, 113, 115 ideas failures 47–48, 57, 62–63, 69, 70 PR failures 129–30 tired brands 268–69 Dunkin Donuts 119–20 DuPont 55–56 e-brands 226 see also Internet Eclipse cigarettes 59–60 economy, be aware of 283 Edsel, Ford 19–23, 24–25 ego 5–6 Electrolux 166 emotional ties 5, 18, 204, 233 employees 191, 254, 282, 283 Enron 185–86, 187 evolution 277, 278 Excite@Home 236–38 extension 40, 75–76, 211 failure examples 77–115 ‘Law of Line Extension’ 92 Exxon 121–23 Farley’s 148 Fashion Café 194–95 fatigue 6 Felton, David 120 Fender 175–77 Firestone 144–47 flexibility 97, 278 food products classic failures 30–32 culture failures 155–57, 158, 159
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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 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 310 and 311: 302 References Malmsten, E, Portang
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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