Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time
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Содержание:
Бортовой журнал. Важнейшие новости из мира фантастики, Хомка, Путь домового, Коконы, По велению Грома, Великая Удача, Теория частиц, Мамочка, Двести слов для улыбки, Рыцарь и дама, `Мне пришлось искать свое русло. И я его нашел...`, Рецензии, Движение в сторону Бертрана (Лангедокский цикл Е. Хаецкой), Затишье, Меч, магия и компакт-диск, Планета кино, `Матрица` глазами философа
Описание:
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 products 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 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...Похожие книги
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