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Informationen zum Autor Matt Haig is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject. Its rapidly growing popularity inspired Matt Haig to write his popular book Mobile Marketing: The Message Revolution . Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The Essential Guide to Public Relations on the Internet , E-Business Essentials , E-Mail Essentials , The E-Marketing Handbook , The B2B E-Commerce Handbook and How Come You Don't Have an E-business Strategy? (all published by Kogan Page). Klappentext What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin have in common? Yes, they are all global giants, but what they are less recognized for are all those branded products they've launched that have bombed - spectacularly and at great cost. Brand Failures takes a riveting look at how such disasters occur. In this new updated edition of the classic Matt Haig's best-selling book, we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. He describes the brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without a trace. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, he reveals what went wrong in every case and provides a valuable checklist of lessons learnt. A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.Reveals what went wrong in some of the biggest brand failures in history, and provides a valuable checklist of the key lessons learned from each Zusammenfassung What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin all have in common? Yes, they are all global giants, but what they are less recognized for are the many branded products they have launched which bombed spectacularly - and at great cost.Brand Failures takes a riveting look at how such disasters occur. This new edition of Matt Haig's best-selling book, provides the inside-story of 100 major brand blunders that make for jaw-dropping reading. Brand Failures explores the brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without a trace. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, it reveals what went wrong in every case and provides a valuable checklist of lessons learnt for each.A tour of this fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand. Inhaltsverzeichnis Chapter - 01: Introduction; Chapter - 02: Classic failures; Chapter - 03: Idea failures; Chapter - 04: Extension failures; Chapter - 05: PR failures; Chapter - 06: Culture failures; Chapter - 07: People failures; Chapter - 08: Business cycle failures; Chapter - 09: Rebranding failures; Chapter - 10: Internet and new technology failures; Chapter - 11: Tired brands ...
