Download or read book Idea Failures to Brand Failures written by Riley Cooper and published by Createspace Independent Publishing Platform. This book was released on 2017-02-13 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the examples in this book illustrate, there are numerous reasons why brands fail. Sometimes it is because the market they are associated with has become obsolete. Other times it is as a result of extending into an unsuitable product category. In some, dramatic cases it is the result of a high-profile scandal which causes the public to boycott the brand. Often though, the reason for failure is more straightforward. Many brands fail because they are simply bad ideas that haven't been properly researched. Occasionally these failures are the result of strong, established brands coming up with a new variation of their product. Understanding that new product categories should be avoided, brands stay within their original category but come up with a bizarre twist on the formula. But why should that matter? After all, branding isn't about products, it is about perception. This is the new marketing mantra. And yet, there is no escaping the fact that at least part of this perception centres around the product itself.