Download or read book Classic Failures of Brand Failures written by Jamie Barlow and published by Createspace Independent Publishing Platform. This book was released on 2017-02-13 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Some brand failures have proved so illuminating they have been discussed and dissected by marketing experts since they first happened. These 'classic' failures help to illustrate the fact that a product does not have to be particularly bad in order to flop. Indeed, in the case of New Coke, the first failure we'll cover, the product was actually an enhancement of the formula it replaced. The reason it bombed was down to branding alone. Coca-Cola had forgotten what its core brand was meant to stand for. It naively thought that taste was the only factor consumers cared about. It was wrong. In fact, all the examples in this chapter highlight fundamental marketing errors which many other brands have replicated since. These errors include such basic mistakes as setting the wrong price, choosing the wrong name, and getting too paranoid about the competition. However, these failures also illustrate the general unpredictability of all marketing practices. No matter how strong a brand becomes, the market always remains elusive. The best any brand manager can hope for is to look out for any likely pitfalls which could catch them out. It is in the interest of identifying these pitfalls, rather than for the sake of schadenfreude, that the following classic failures are explored in some depth.