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Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time
by Matt Haig
Binding: Paperback, 260 pages
Publisher: Kogan Page
Weight: 0.84 pound
Dimension: H: 1.18 x L: 8.35 x W: 5.35 inches
ISBN 10: 0749444339
ISBN 13: 9780749444334
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Book Description:

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. Haig organizes these 100 'failures' into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).


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