BRAND FAILURES MATT HAIG PDF

Not ours, of course not! But we love it when a brand of some criminally rich corporation fails. Didnt we use to make fun of Microsofts Windows NT? Remember Windows NT?

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We rate each piece of content on a scale of 1—10 with regard to these two core criteria. Our rating helps you sort the titles on your reading list from adequate 5 to brilliant For instance, it may be offer decent advice in some areas but be repetitive or unremarkable in others. Often an instant classic and must-read for everyone. While the rating tells you how good a book is according to our two core criteria, it says nothing about its particular defining features.

Innovative — You can expect some truly fresh ideas and insights on brand-new products or trends. We look at every kind of content that may matter to our audience: books, but also articles, reports, videos and podcasts. What we say here about books applies to all formats we cover. Qualities Applicable Recommendation Branding is a ubiquitous, but critical marketing function that can produce spectacular successes and catastrophic blunders.

Yet, while branding is critical, one wonders if branding alone, as author Matt Haig asserts, is the main reason Land Rover sales declined and General Motors stopped making Oldsmobiles.

Other experts might address such failures from a more expansive perspective, citing financial, competitive, managerial, global and environmental factors. Haig notes that non-branding mistakes contribute to failure, but focuses on branding as the prime cause. As a result, his brand-centered explanations can seem strained, but he overcomes this concern with a long list of vignettes that effectively drive home important points about the causes of branding failures.

About the Author Matt Haig is an independent consultant who advises corporations on branding and marketing. Summary Marketing Hubris Branding, the process of putting a human face on otherwise faceless products and corporations, is a central marketing goal.

Brands are built through advertising and sales, which propel company values and increase market share and margins, which in turn build barriers to competition.

The flip side of branding, however, is marketing hubris, which impels marketers to rely on false assumptions and myths under the mistaken hope that all brands live forever and are immune from competition. Too often, an examination of brand failures shows that major products, managed by both global and national corporations, died at the hands of their own marketing departments.

Today, when products fail, consumers often blame the brand that is, the entire corporation , as opposed to the product itself. This reflects a change in consumer behavior. This helps explain why branding can be such a powerful tool. Brands fail for a number of reasons, including: Brand amnesia — Brands Instant access to over 20, book summaries Email:.

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