Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time Matt Haig

Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time Matt Haig

Сообщение admin » Ср окт 28, 2009 12:35 am

Описание книги:
What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding confidently across the world, but what they are less recognized for are all those branded products theyve launched that have bombed - spectacularly and at great cost. Brand Failures takes a riveting look at how such disasters occur. For the first time were given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! - but his message is deadly serious. He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides a valuable checklist of lessons...
Matt Haig
Издательство: Kogan Page

Из серии:
Год издания: 2003
ISBN: 0-7494-3927-0
 
Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time
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