the truth about the 100 biggest branding mistakes of all time
Edición de la obra Brand Failures
| Autor | Matt Haig |
|---|---|
| Editorial | Kogan Page |
| Fecha de publicación | 2011 |
| Lugar | London, Philadelphia |
| Idioma | inglés |
| Páginas | 242 |
| ISBN-13 | 9780749462994, 9780749463007 |
| ISBN-10 | 074946299X, 0749463007 |
| OCLC | 697980006 |
| LCCN | 2011002377 |
| Número de Cutter | H149b |
This is the first examination of the world's top 100 spectacular brand disasters. It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Brand Failures is a fascinating look at how such disasters occur. It describes those brands that set sail with the help of multi-million dollar advertising campaigns, only to sink without trace. In a highly readable and entertaining style, Matt Haig starts with classic examples from every era of branding and moves towards more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of "lessons learnt", so providing "how not to" advice.