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'' ON-LINE'' 1999          BRAND FAILURES: THE TRUTH ABOUT THE 100 BIGGEST BRANDING MISTAKES OF ALL TIME.

: Matt Haig

: 2003

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What do Coca-Cola, McDonald`s, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding confidently across the world, but what they are less recognized for are all those branded products they`ve launched that have bombed - spectacularly and at great cost. Brand Failures takes a riveting look at how such disasters occur. For the first time we`re given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! - but his message is deadly serious. He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides a valuable checklist of lessons...


 
     
 
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