Brand Failures by Matt Haig

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 fee.

"Brand Failures" appears to be like at how such mess ups ensue. It seems to be at these manufacturers that experience introduced with the aid of multi-million greenback advertisements campaigns after which sunk with no hint. Matt Haig recounts vintage examples from each period of branding together with newer model mess ups. The ebook additionally has nice useful worth: each one model state of affairs incorporates a record of "lessons learnt", so delivering "how now not to" suggestion.

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

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Sample text

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. Edsel sold only 64,000 units in its first year, way below the number anticipated. Ford launched 1959 and 1960 Edsel models but sales fell even further (to 44,891 and 2,846 respectively).

Indeed, this is a problem acknowledged by the company’s CEO, Jack Greenberg, who arrived in 1998. ‘We have been taking much too long to develop an idea and get it to the market, then too long to decide whether we want to do it or not,’ he told The Financial Times in that same year (in an article entitled ‘A mission to buff up the golden arches’). As you would expect with a brand that has built its name through uniformity, McDonald’s is heavily centralized. Most branding and marketing decisions need to go through the company’s headquarters in Oak Brook, Illinois.

Its brands may come and go, but Unilever itself has stayed strong. Whether this will always be the case is another matter. In 2002, the company announced that it was considering branding some of its products, such as Persil, under its own name. In other words, the product would be branded as ‘Persil from Unilever’, instead of simply ‘Persil’. In an article in the Guardian journalist Julia Day explained the logic behind the move: The idea is to create consumer-friendly brand values – such as a commitment to the environment – for Unilever to use when marketing its products.

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