BrandFailures_TheTruthAboutthe100Biggest.epub - (EPUB全文下载)

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Praise for
Brand Failures...
You learn more from failure than you can from success. Matt Haig’s new book is a goldmine of helpful how-not-to advice, which you ignore at your own peril.
Laura Ries, President, Ries & Ries, marketing strategists, and bestselling co-author of
The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding
Every marketer will read this with both pleasure and profit. But the lessons are deadly serious, back to basics: real consumer benefits, value, execution. Read it, enjoy it, learn from it.
Patrick Barwise, Professor of Management and Marketing, London Business School
Business books that manage to grab your attention, entertain you, and provide you with great advice, all at the same time, should be read immediately. This is one of those books. If you want to avoid being in the next edition of this book, you had better read it.
Peter Cheverton, CEO, Insight Marketing & People, and author of
Key Marketing Skills
I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today’s Andersen and Enron. A must-buy for marketers.
Peter Doyle, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick
Brand Failures

is a treasure trove of information and insights. I’ll be consulting it regularly!
Sicco van Gelder, CEO, Brand-Meta consultancy, and author of
Global Brand Strategy
Matt Haig is to be congratulated on compiling a comprehensive and compelling collection of 100 cases of failures attributable to misunderstanding or misapplication of brand strategy. Mark and learn.
Michael J Baker, Emeritus Professor of Marketing, University of Strathclyde, President, Academy of Marketing
The history of consumer marketing is littered with failed brands and we can learn from them. If you are responsible for your brand read this book. It might just be the best investment that you will ever make!
Shaun Smith, Senior Vice President of Forum, a division of FT Knowledge, and author of
Uncommon Practice
Books that describe best branding practice abound and yet the real learning lies in studying why brands have failed. Matt Haig has done a terrific job in analysing this topic, and I highly recommend his book to everyone responsible for brand creation, development and management.
Dr Paul Temporal, Brand Strategy Consultant, Singapore (
www.brandingasia.com

) and author of
Advanced Brand Management
Illumina ............

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