Brand Failures

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36 <strong>Brand</strong> failures up with the idea of a ‘social interface’ called Bob. The idea was that Bob, a helpful animated man with glasses (looking not dissimilar to Bill Gates), would provide help and information in a ‘conversational, social style.’ To add to Bob’s personality, he was given a number of ‘friends’ such as Rover the dog, Scuzz the sewer rat and a ‘friendly dragon’. The product was aimed at adults, yet no-one old enough to tie their own shoelaces wanted to use it. Throughout this chapter similar failures are drawn upon in order to show that branding is futile if the consumer doesn’t like the product.
Idea failures 37 5 Kellogg’s Cereal Mates Warm milk, frosty reception Kellogg’s may have had problems when marketing in certain foreign territories such as India (see Chapter 6), but the company has also come unstuck on its home turf, most notably with its Cereal Mates product. The idea was simple. Cereal Mates were small boxes of Kellogg’s cereal packed with a container of milk and a plastic spoon. The advantage of the product was equally straightforward. Namely, convenience. An increase in working hours in the United States, combined with the rise in fast-food chains, led Kellogg’s to believe that there was a demand for an ‘all-in-one’ breakfast product. To maximize Cereal Mates’ chances of success, the line included the four most powerful Kellogg’s brands in the US – namely Corn Flakes, Frosted Flakes (Frosties), Fruit Loops, and Mini Wheats. However, despite Kellogg’s best efforts, the Cereal Mates brand proved a major flop, and in 1999, the year Kellogg’s rival General Mills took over as the United States’ number one cereal maker, the product was pulled from the shelves. The reasons why Cereal Mates failed to win over consumers are various, and have been dissected by various journalists and marketing professionals. Here are some of the main factors behind Cereal Mates’ brand failure: Factor one: warm milk. As each container of milk was ‘aseptically packaged,’ it didn’t need refrigeration. However, consumers didn’t like the idea of warm milk.
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Page 4 and 5: Brand Failures
Page 6 and 7: Brand Failures Matt Haig
Page 8 and 9: Contents 1. Introduction 1 Why bran
Page 10 and 11: Contents vii 6. Culture failures 15
Page 12 and 13: 4 Brand failures didn’t matter. A
Page 14 and 15: 6 Brand failures market for which i
Page 16 and 17: 8 Brand failures without trace are
Page 19: Some brand failures have proved so
Page 22 and 23: 14 Brand failures competitor. As it
Page 24 and 25: 16 Brand failures In other words, C
Page 26 and 27: 18 Brand failures Lessons from New
Page 28 and 29: 20 Brand failures among employees t
Page 30 and 31: 22 Brand failures years previously
Page 32 and 33: 24 Brand failures Mustang was the s
Page 34 and 35: 26 Brand failures 3 Sony Betamax Ac
Page 36 and 37: 28 Brand failures and retailers, wh
Page 38 and 39: 30 Brand failures 4 McDonald’s Ar
Page 40 and 41: 32 Brand failures Lessons from Arch
Page 42 and 43: 34 Brand failures
Page 46 and 47: 38 Brand failures Factor two: cool
Page 48 and 49: 40 Brand failures 6 Sony’s Godzil
Page 50 and 51: 42 Brand failures the possible exce
Page 52 and 53: 44 Brand failures 7 Persil Power On
Page 54 and 55: 46 Brand failures But the advantage
Page 56 and 57: 48 Brand failures easily, Pepsi rem
Page 58 and 59: 50 Brand failures 9 Earring Magic K
Page 60 and 61: 52 Brand failures Lesson from Earri
Page 62 and 63: 54 Brand failures on it,’ wrote B
Page 64 and 65: 56 Brand failures Clearly if Corfam
Page 66 and 67: 58 Brand failures been officially r
Page 68 and 69: 60 Brand failures ‘There are risk
Page 70 and 71: 62 Brand failures 13 Oranjolt The d
Page 72 and 73: 64 Brand failures 14 La Femme Where
Page 74 and 75: 66 Brand failures patronizing. This
Page 76 and 77: 16 Clairol’s ‘Touch of Yoghurt
Page 78 and 79: 18 Maxwell House ready-to-drink cof
Page 80 and 81: 20 Thirsty Cat! and Thirsty Dog! Bo
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Page 85 and 86: Extension failures 77 21 Harley Dav
Page 87 and 88: Extension failures 79 making up the
Page 89 and 90: Extension failures 81 Keep it tigh
Page 91 and 92: 23 Crest Stretching a brand to its
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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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All brands will eventually fail. Th
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262 Brand failures The $600-million
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264 Brand failures Lessons from Old
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266 Brand failures interview. ‘An
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268 Brand failures 91 Ovaltine When
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270 Brand failures 92 Kodak Failing
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272 Brand failures tive strategy if
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274 Brand failures 93 Polaroid Live
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276 Brand failures launch of its SX
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278 Brand failures ‘was that they
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280 Brand failures 94 Rover A dog o
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282 Brand failures 95 Moulinex Goin
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284 Brand failures 96 Nova magazine
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286 Brand failures The cycle of lau
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288 Brand failures As with most bra
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290 Brand failures For the Levi’s
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292 Brand failures to the stores in
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294 Brand failures One argument was
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296 Brand failures market is 18-24
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298 Brand failures 100 Yardley cosm
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300 References
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302 References Malmsten, E, Portang
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304 Index candour see honesty Capit
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306 Index ideas failures 71, 82 hea
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308 Index and extension 93 New Coke
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310 Index Taiwan 163 tampons 137-39
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