Brand Failures by Matt Haig

[yogin]

Contents
1. Introduction 1
Why brands fail 4
Brand myths 6
Why focus on failure? 7
2. Classic failures 9
1 New Coke 13
2 The Ford Edsel 19
3 Sony Betamax 26
4 McDonald’s Arch Deluxe 30
3. Idea failures 33
5 Kellogg’s Cereal Mates: warm milk, frosty reception 37
6 Sony’s Godzilla: a monster flop 40
7 Persil Power: one stubborn stain on Unilever’s reputation 44
8 Pepsi: in pursuit of purity 47
9 Earring Magic Ken: when Barbie’s boyfriend came out of 50
the closet
10 The Hot Wheels computer: stereotyping the market 53
11 Corfam: the leather substitute 55
12 RJ Reynolds’ Smokeless Cigarettes: the ultimate bad idea 57
13 Oranjolt: the drink that lost its cool 62
14 La Femme: where are the pink ladies? 64
15 Radion: bright orange boxes aren’t enough 67
16 Clairol’s ‘Touch of Yoghurt’ shampoo 68
17 Pepsi AM 69
18 Maxwell House ready-to-drink coffee 70
19 Campbell’s Souper Combo 71
20 Thirsty Cat! and Thirsty Dog!: bottled water for pets 72
4. Extension failures 73
21 Harley Davidson perfume: the sweet smell of failure 77
22 Gerber Singles: when branding goes ga ga 82
23 Crest: stretching a brand to its limit 83
24 Heinz All Natural Cleaning Vinegar: confusing the customer 87
25 Miller: the ever-expanding brand 90
26 Virgin Cola: a brand too far 94
27 Bic underwear: strange but true 96
28 Xerox Data Systems: more than copiers? 98
29 Chiquita: is there life beyond bananas? 103
30 Country Time Cider 106
31 Ben-Gay Aspirin 107
32 Capital Radio restaurants 108
33 Smith and Wesson mountain bikes 109
34 Cosmopolitan yoghurt 110
35 Lynx barbershop 111
36 Colgate Kitchen Entrees 112
37 LifeSavers Soda 113
38 Pond’s toothpaste 114
39 Frito-Lay Lemonade 115
5. PR failures 117
40 Exxon 121
41 McDonald’s: the McLibel trial 124
42 Perrier’s benzene contamination 129
43 Pan Am: ending in tragedy 132
44 Snow Brand milk products: poisoning a brand 134
45 Rely tampons: Procter & Gamble’s toxic shock 137
46 Gerber’s PR blunder 140
47 RJ Reynold’s Joe Camel campaign 142
48 Firestone tyres 144
49 Farley’s infant milk and the salmonella incident 148
vi Contents
6. Culture failures 151
50 Kellogg’s in India 155
51 Hallmark in France 161
52 Pepsi in Taiwan 163
53 Schweppes Tonic Water in Italy 164
54 Chevy Nova and others 165
55 Electrolux in the United States 166
56 Gerber in Africa 167
57 Coors in Spain 168
58 Frank Perdue’s chicken in Spain 169
59 Clairol’s Mist Stick in Germany 170
60 Parker Pens in Mexico 171
61 American Airlines in Mexico 172
62 Vicks in Germany 173
63 Kentucky Fried Chicken in Hong Kong 174
64 CBS Fender: a tale of two cultures 175
65 Quaker Oats’ Snapple: failing to understand the essence of 178
the brand
7. People failures 181
66 Enron: failing the truth 185
67 Arthur Andersen: shredding a reputation 187
68 Ratner’s: when honesty is not the best policy 189
69 Planet Hollywood: big egos, weak brand 192
70 Fashion Café: from catwalk to catfights 194
71 Hear’Say: from pop to flop 196
72 Guiltless Gourmet: helping the competition 198
8. Rebranding failures 201
73 Consignia: a post office by any other name 205
74 Tommy Hilfiger: the power of the logo 209
75 BT Cellnet to O2: undoing the brand 212
76 ONdigital to ITV Digital: how the ‘beautiful dream’ went 214
sour
77 Windscale to Sellafield: same identity, different name 218
78 Payless Drug Store to Rite Aid Corporation 220
79 British Airways 221
80 MicroPro 222
Contents vii
9. Internet and new technology failures 223
81 Pets.com 229
82 VoicePod: failing to be heard 234
83 Excite@Home: bad branding @ work 236
84 WAP: why another protocol? 239
85 Dell’s Web PC: not quite a net gain 242
86 Intel’s Pentium chip: problem? What problem? 245
87 IBM’s Linux software and the graffiti guerrillas 247
88 boo.com: the party’s over 249
10. Tired brands 257
89 Oldsmobile: how the King of Chrome ended up on the 261
scrap heap
90 Pear’s soap: failing to hit the present taste 265
91 Ovaltine: when a brand falls asleep 268
92 Kodak: failing to stay ahead 270
93 Polaroid: live by the category, die by the category 274
94 Rover: a dog of brand 280
95 Moulinex: going up in smoke 282
96 Nova magazine: let sleeping brands lie 284
97 Levi’s: below the comfort zone 287
98 Kmart: a brand on the brink 291
99 The Cream nightclub: last dance saloon? 293
100 Yardley cosmetics: from grannies to handcuffs 298
References 301
Index 303


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