Description
Book SynopsisMatt Haig is an acclaimed writer and journalist. He is the author of the best-selling
Brand Success, (previously published as
Brand Royalty by Kogan Page) and also several best-selling novels, including
The Radleys,
The Dead Fathers Club and
The Last Family in England (Vintage).
Trade Review"An entertaining and useful read. As a ready crib for the most famous brand foul-ups, this book is hard to beat." * The Financial Times *
"This book is a lot of fun. Haig wants to educate as well as to entertain, and at this he succeeds." * Journal of Consumer Marketing *
Table of Contents
- 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
