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Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time Издательство: Kogan Page, 2003 г Суперобложка, 310 стр ISBN 0-7494-3927-0 инфо 295b.
Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time Издательство: Kogan Page, 2003 г Суперобложка, 310 стр ISBN 0-7494-3927-0 инфо 295b.

What do Coca-Cola, McDonald`s, 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 produасштаcts they`ve launched that have bombed - spectacularly and at great cost Brand Failures takes a riveting look at how such disasters occur For the first time we`re given the inside story of 100 major brand blunders that make for jaw-dropping reading Matt Haig approacбвыювhes 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 lбогаъessons learnt Categories include: - classic failures; - idea failures; - extension failures; - PR failures; - culture failures; - people failures; - rebranding failures; - Internet and new technology failures; - tired brands Companies live or die on the strength of their brand, and failure can be fatal Don`t let yours be consigned to the brand graveyard A tour of Matt Haig`s fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand Автор Мэт Хейг Matt Haig.


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