Why Focus on Failure?

The aim of this book is to provide “how not to” advice by drawing on some of the largest branding blunders of all time.

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Brands which set sail with the help of multi-million dollar advertising campaigns shortly before sinking without trace are clear contenders. However, the book will also look at acknowledged brand mistakes made by usually successful companies such as Google, Virgin, McDonald’s, IBM, Coca-Cola, General Motors and many others. Welcome, then, to the brand graveyard where companies have either put their flagging brand to rest or have allowed it to stagger around with no direction in a state of limbo. While these branding “horror stories” may suggest that failure is inevitable, their example has helped to identify the key danger areas. It is hoped then, that this book will provide an illuminating, if rather frightening read.

Don’t have nightmares.

Source: Matt Haig, “Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Times,” Kogan Page, 2011

Republished by Marketing Now

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This entry was posted on Tuesday, February 14th, 2012 at 7:34 am and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.