haig

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...