Brand Failures
Brand Failures Brand Failures
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
- Page 261 and 262: Internet and new technology failure
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- Page 276 and 277: 268 Brand failures 91 Ovaltine When
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- Page 280 and 281: 272 Brand failures tive strategy if
- Page 282 and 283: 274 Brand failures 93 Polaroid Live
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- 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
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- 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
Index 305<br />
culture 153<br />
examples of failing to under<br />
stand 155–61, 175–80<br />
translation problems 162–74<br />
customers 35<br />
avoid confusing 32, 61, 86<br />
be honest with 146<br />
breaching their trust 130<br />
core 80, 299<br />
don’t patronize 66<br />
emotional ties with 5, 204, 233<br />
incentives 217<br />
in India 159<br />
perspective 82<br />
re-establishing confidence 147<br />
stick with what they know 89<br />
and their culture 160<br />
deception 6<br />
Dell 242–44<br />
design 54, 243<br />
differentiation 49, 67, 232, 238,<br />
272<br />
cultural 160, 161<br />
and extension 80<br />
digital TV 214–17<br />
discount stores 291–92<br />
distribution 62, 95, 180<br />
Dodge 64–66<br />
dolls 50–52<br />
Domino’s Pizza 26, 158<br />
dot.com companies 206, 225–28<br />
failure examples 229–33,<br />
236–38, 249–55<br />
drinks<br />
classic failures 13–18<br />
culture failures 158, 163, 164,<br />
178<br />
extension failures 90–93,<br />
94–95, 106, 113, 115<br />
ideas failures 47–48, 57,<br />
62–63, 69, 70<br />
PR failures 129–30<br />
tired brands 268–69<br />
Dunkin Donuts 119–20<br />
DuPont 55–56<br />
e-brands 226<br />
see also Internet<br />
Eclipse cigarettes 59–60<br />
economy, be aware of 283<br />
Edsel, Ford 19–23, 24–25<br />
ego 5–6<br />
Electrolux 166<br />
emotional ties 5, 18, 204, 233<br />
employees 191, 254, 282,<br />
283<br />
Enron 185–86, 187<br />
evolution 277, 278<br />
Excite@Home 236–38<br />
extension 40, 75–76, 211<br />
failure examples 77–115<br />
‘Law of Line Extension’ 92<br />
Exxon 121–23<br />
Farley’s 148<br />
Fashion Café 194–95<br />
fatigue 6<br />
Felton, David 120<br />
Fender 175–77<br />
Firestone 144–47<br />
flexibility 97, 278<br />
food products<br />
classic failures 30–32<br />
culture failures 155–57, 158,<br />
159
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