Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time (Paperback)

by Matt Haig (Author) "The process of branding was developed to protect products from failure..." (more)
Key Phrases: Harley Davidson, United States, New Coke (more...)

Editorial Reviews

Review
"A goldmine of helpful how-not-to advice which you ignore at your own peril." -- Laura Ries, President, Ries & Ries, Marketing Strategists

"A must buy for marketers." -- Peter Doyle, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick --This text refers to the Hardcover edition.

Review

"Haig wants to educate as well as to entertain, and at this he succeeds. ... Anyone with a professional interest or involvement in brand management should read this book." -- Journal of Consumer Marketing

"Intriguing and... useful" --www.allaboutbranding.com

"Haig intelligently discusses how multi-million dollar advertising campaigns launching new brands can sink without a trace. ... Learn from other's mistakes." -- Library Journal

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Product Details

• Paperback: 260 pages
• Publisher: Kogan Page (October 28, 2005)
• Language: English
• ISBN-10: 0749444339
• ISBN-13: 978-0749444334
• Product Dimensions: 8.4 x 5.4 x 1.2 inches
• Shipping Weight: 13.4 ounces (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars See all reviews (9 customer reviews)
• Amazon.com Sales Rank: #398,558 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

20 of 21 people found the following review helpful:

5.0 out of 5 stars What can be learned from such failures?, October 17, 2003

By	Robert Morris (Dallas, Texas) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

This review is from: Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time (Hardcover)

What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time." With this subtitle, Haig immediately sets himself up for lively disagreement concerning (a) the reasons for why certain brands fail and (b) his selection of the failures themselves. I value this book so highly because Haig (by assertion or implication) challenges his reader to examine her or his own current problems with branding. Frankly, his explanation of brand failure makes sense to me and all of the 100 failed brands he discusses serve seem worthy of examination. He identifies what he calls "the seven deadly sins of branding": amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. One or more is evident in each of the 100 brand failures on which he focuses.

Haig carefully organizes his material within ten chapters. It is easy enough for those who read this brief commentary to check out the Contents so I see no need to provide it. (Thanks Amazon!) He provides a "Lessons from...." section at the conclusion of most extended analyses. All of the usual suspects are discussed: New Coke, the Ford Edsel, Sony Betamax, McDonald's Arch DeLuxe, Campbell Soup (souper combo), Harley Davidson (perfume), Ben Gay (aspirin), Colgate (kitchen entrees). Pond's (toothpaste) in consumer products; as for dot.coms, Pets.com, VoicePod, and Excite@home. He even examines a number of PR fiascoes.

I take at least three lessons from Haig's book. First, even the largest organizations with the greatest resources (including some of the brightest people) can make bad brand decisions and sometimes repeat them with another failed attempt. Although they may be able to absorb or overcome such brand failure, almost all small organizations cannot. Second, that most brand failures result from launching a new product which encounters insufficient demand or marketing a current product for which demand is declining. Hence the importance of market research and especially of asking the customer. Ford did almost no research before introducing the Edsel nor did Coca-Cola before launching New Coke. Both line extensions were disasters. The overwhelming feedback from children surveyed indicated that they did not want Barbie's Ken to wear an earring but Mattel inserted one anyway. The third lesson is that the key to a brand's success (be it a product or service) is it authenticity. (You may prefer the word credibility.) Notice how intensively-hyped films may do well at the box office the first weekend but if they are duds, their sales tumble the following weekend and they are inevitably off the Top Ten list within a month or so, if not sooner. People are willing to try something new if they trust the provider. Lose that trust and there may never be an opportunity to re-earn it.

This is a lively, well-written, thought-provoking book. As I suggested earlier, its greatest value to each reader will be determined by what she or he has learned from Haig, and then, how much of that can be applied expeditiously and (more to the point) effectively.

11 of 11 people found the following review helpful:

3.0 out of 5 stars Failure doesn't always imply mistakes, November 14, 2004

By	Adam Rutkowski (Frankfurt, Germany) - See all my reviews (REAL NAME)

This review is from: Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time (Hardcover)

This book is a great collection of brand-related failures, and many of the incidents covered in this book are both entertaining and informative. However, while all of these cases show failure, I don't think that they all show mistakes. By 'mistake', I mean that the company made a foolish decision that they could reasonably be expected to have made differently at the time.

A lot of these failures we can see in hindsight were because of certain decisions, but it many cases, based on the information provided in the book, it doesn't seem that the decision was wrong given the knowledge and information at hand at the time.

In the end, this book is definitely a fun read for the most part, but most of the time the 'lessons learned' presented at the end of each case seem to be contradicted by some other company somewhere that made the same sorts of decisions and succeeded. Because of this, the only real lesson this book can teach is that there are no absolute rules to successful branding, and while there are certain guidelines that can usually be followed, there are always exceptions to the rules, and quite often the biggest successes have been the companies that defied conventional wisdom.

On a different note, I'm not sure how reliable the information in this book is, since two of the examples provided, the Chevy Nova, and Gerber's baby food in Africa, are regularly repeated examples, however they did not fail for the reasons presented in the book (which are the same reasons usually given by people who tell these stories). These may be exceptions, but they do make me question just how much research was put into the cases presented in the book.

2 of 2 people found the following review helpful:

2.0 out of 5 stars Could have been much, much better., November 22, 2006

By	James Grant (San Diego, Ca, United States) - See all my reviews (REAL NAME)

I went into reading this book with the highest of expectations both because of the other reviews on it and because I am really interested in the topic.

It started out interestingly enough but quickly went downhill. The first few case studies were pretty in depth and interesting but towards the middle of the book they got really short and shallow. It is almost as if the writer became impatient with his own book. If you don't want to write in detail about 100 brands then just don't. Write in depth about a handful but make the case studies meaningful.
The subtopics were also not logical for me. For me a better format would have been: Chapter one / Lesson one: Research your market. Then give some examples of brands that failed to do so. Chapter two / lesson two: Kill the product not the brand. Then some examples. And so on. But it was not arranged like that. In fact none of the lessons seemed to tie together that well. Surely the author could have found some more logical groupings.
Overall I give the book two stars.