Download Brand Failures by Matt Haig PDF

By Matt Haig

What do Coca-Cola, McDonald’s, IBM, Microsoft and Virgin have in universal? they've got all introduced new branded items that experience failed - spectacularly and at nice price.

"Brand Failures" seems at how such mess ups ensue. It seems at these manufacturers that experience introduced with the aid of multi-million greenback ads campaigns after which sunk with out hint. Matt Haig recounts vintage examples from each period of branding together with newer model disasters. The publication additionally has nice sensible worth: every one model state of affairs features a record of "lessons learnt", so delivering "how now not to" suggestion.

Some of the logo mess ups lined are: Coca-Cola (New Coke), Chevy, Fender, Harley-Davidson, IBM, Microsoft, McDonalds’s, Mr. Donut, Perrier,, Quaker, Sony, Tang and Virgin.

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In the first week of its launch, almost 3 million members of the US public visited Edsel showrooms. The Edsels they saw had a number of distinct features, in addition to the ‘love-it-or-hate-it’ front-end grille. For instance, the car was the first ever to have self-adjusting brakes and an electronic hood release. It also had a very powerful engine for a medium-range car. However, these features weren’t enough. In the minds of the public, the car simply didn’t live up to the hype. And unfortunately for Ford, neither did the sales.

For instance, a 1956 Thunderbird would have come out in November 1955. However, Edsel was launched in September, two months before the other new models arrived. It was therefore a 1958 car competing against 1957 models – and more importantly, 1957 prices. In fact, the situation was even worse than that. Not only had Edsel decided to push its most expensive models first, but the 1957 models it was competing with were being offered at a discounted Classic Failures price in order to sell them before next year’s models were wheeled into the showroom.

In 1994, the same year it launched Crystal, Pepsi decided it wanted a piece of the growing bottled water market. It therefore launched its own bottled water product, entitled Aquafina, which had considerably more success than Crystal in the US market. In addition to Crystal, there have been other, more general marketing problems for Pepsi over the years. In particular, it has had trouble differentiating its brand identity from Coca-Cola. As it wasn’t the first to market the cola category, Pepsi was never going to be the generic name.

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