Marketing Now

It can be expected that brands will have at least one crisis in their lifespan. If a brand is well known its crisis can also be expected to make the headlines. Segnala presso:

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The sweet smell of failure In various magazines, at various conferences, and in his online newsletter, Saatchi and Saatchi’s worldwide chief executive officer, Kevin Roberts, has talked of the “mythology of the brand”. The most powerful brands, according to Roberts, are those that have built their own mythology, or rather, that have helped their loyal [...]

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Barron’s Dictionary of Business Terms defines brand extension as “the addition of a new product to an already established line of products under the same name“. Segnala presso:

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In pursuit of purity Coca-Cola may have one of the most famous brand failures of all time, but its long-standing rival has also had its fair share of marketing mishaps. For instance, in 1992 Pepsi spotted what it considered to be a gap in the market. What the world was waiting for, the company decided, [...]

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As the examples in this book illustrate, there are numerous reasons why brands fail. Sometimes it is because the market they are associated with has become obsolete. Other times it is as a result of extending into an unsuitable product category. In some, dramatic, cases it is the result of a high-profile scandal which causes [...]

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Think of a brand success story, and you may well think of Coca-Cola. Indeed, with nearly 1 billion Coca-Cola drinks sold every single day, it is the world’s most recognized brand. Segnala presso:

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Some brand failures have proved so illuminating they have been discussed and dissected by marketing experts since they first happened. These “classic” failures help to illustrate the fact that a product does not have to be particularly bad in order to flop. Segnala presso:

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