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“
“A brand for a company is like a reputation for
a person. You earn reputation by trying to do
hard things well.”
- Jeff Bezos
A word or words
A color
combination
A shape
increasing salesand
ensuring growth since the dawn
of capitalism.
Brand identity
has been the
single most
important factor for
was developed to
products
from failure.
public anxious
Brands
Saved the
day!
Does that mean
brands never fail?
Absolutely
Not!
Things are no more like back in the 19th
century….Today, in the 21st century, the
picture is totally different.
in trouble.
of their own success.Ifaproduct
,
it’s the brand
that’s at fault.
In brief
Itisan
Way to use
to
sell.
But when
it costs a lot.
Brand Failures
But why
do brands
fail?
Let’s have a look
on some brand
failures
Pepsi
In Pursuit of Purity
Pepsi took
“Crystal Pepsi” in
market in 1992
“Crystal Pepsi”
failed and
“Crystal” from
Pepsi came in
1994
The situation got
worse than the
predecessor
Beside that, Pepsi had
problem with its
identity . Its logo had to
face the challenge of
differentiating Pepsi
from coca cola with its
poor color and style for
a long time.
AfterBackToBack
Pepsi finally
admitted defeat
and scratched
off the idea of
“clear cola”.
However, the idea
of “Presenting
clear and pure”
helped Pepsi to
bring out “
Aquafina”, which
was, and still is a
satisfactory
product.
As for the logo problem,
Recently, has sacrificed
red for mainly blue to create a
stronger
distinction between the two
leading brands. Now Coca-Cola
equals red and
Pepsi equals blue.
If you spot a hole in the
market, it doesn’t mean that
you should fill it. Just
because clear cola didn’t
exist, it didn’t mean it had to
be invented.
Crystal failed once, but
Pepsi still believed
the world was crying out
for a clear cola. The
second version fared even
worse than the first.
Differentiate yourself from
your main competitor. For
any business, it is
important.
Intel’s
Pentium Chip
Problem? What Problem?
Problem In The Chip
In 1997, a professor of mathematics found a
glitch in Intel’s Pentium chip.
He discovered that the mathematical
functions for the chip’s complicated
formula were not consistently accurate. The
professor sent an article about his findings
to a small academic newsgroup. This put a
negative impact on intel.
Consequences
Intel kept
on denying
the issue
Intel’s
share value
dropped by
over 20
points
The media
pointed to
Intel for
proper
response
The news
of faults
spread
quickly in
the media
when
IBM’s declaration that
Intel
Xerox Data Systems
More Than Copiers?
A Disastrous Ambition
Xerox is one of the best branding
success stories of the 20th century. The
company didn’t just create a new
product, it invented a whole new
category. Even today, many people use
the term “Xerox Copy” instead of
“photocopy”.
The Xerox Company started in 1949,
with the first photocopier or Xerox
machine. Since then it was nothing but
success that kept on company with
Xerox…
From 1970, the company expressed its desire to stretch beyond copying into
the field of computer and other technologies. Which led to market several
products.
Xerox
Data
System
Tele
copier
Memory
writer
Unfortunately…all of these
attempts failed and caused a
huge lose to Xerox. Customers
seemed to refuse to think of
Xerox for any product other
photocopy machines.
So, after all
attempts failed,
Xerox went back to
making
Photocopiers.
Trying to
transform itself
into an IBM-style
‘information
business’.
Forgetting that
brands are
bigger than
products
Spending too
much time and
energy looking
into a future
which didn’t
exist
Enron
Failing The Truth
A white Lie Staining Black on Success
In the relatively short space of 15
years, Enron rose from
nowhere to become the seventh
largest company in the United
States, and
the most well-known energy supplier
in the world. It boasted over 21,000
employees and had a presence in
more than 40 countries.
Achievements
“Most Innovative Company in America”
Award
High Position in the rankings in “Best
Companies To Work For”
An image of good citizenship
However,in 2001–02 this turned out to be a lie – one of
the in corporate history. The company’s profit
statements were proved to be untrue, and it emerged that
massive debts had been hidden so that they weren’t evident in the
company’s accounts. Enron’s accountancy firm, Arthur Andersen,
was involved in the shredding of documents relating to Enron’s
accounts, which meant the impact of the scandal was going to be
catastrophic for that firm’s reputation as
well.
Over the years, Enron depicted itself as a
highly profitable, growing
company.
With the unfolding of deep deception, investors and
creditors retreated
Farm had to record themselves as bankrupted
Enron executives made matters worse by refusing to
testify and arguing that they had no chance of a fair trial.
Consequences
also had political implications,
because of the firm’s close links with the
Enron
involvement
The whole company
image portrayed by Enron
proved to be a complete
fraud. And as soon as
one lie emerged, it didn’t
take too long before the
rest were unraveled
Though Enron tried to
project the image of
perfection, they couldn’t
keep it legal. Any illegal
product, no matter how
good the quality is, is
always aborted
Enron managed to make
a terrible situation even
worse by refusing to
acknowledge any
wrongdoing after the facts
emerged
McDonalds
Arch Deluxe
An Expensive Loss
Arch Deluxe
These failures are
more
However
After all….
“
“If you are not prepared to be wrong, you
will never come up with anything
ORIGINAL..”
- Ken Robinson
How Pepsi, Intel, McDonald's messed up their branding strategy: Brand Failures

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How Pepsi, Intel, McDonald's messed up their branding strategy: Brand Failures

  • 1. “ “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos
  • 2. A word or words A color combination A shape
  • 3. increasing salesand ensuring growth since the dawn of capitalism. Brand identity has been the single most important factor for
  • 7. Does that mean brands never fail? Absolutely Not!
  • 8. Things are no more like back in the 19th century….Today, in the 21st century, the picture is totally different.
  • 9.
  • 10. in trouble. of their own success.Ifaproduct , it’s the brand that’s at fault.
  • 11. In brief Itisan Way to use to sell. But when it costs a lot.
  • 12.
  • 15.
  • 16. Let’s have a look on some brand failures
  • 18. Pepsi took “Crystal Pepsi” in market in 1992 “Crystal Pepsi” failed and “Crystal” from Pepsi came in 1994 The situation got worse than the predecessor
  • 19. Beside that, Pepsi had problem with its identity . Its logo had to face the challenge of differentiating Pepsi from coca cola with its poor color and style for a long time.
  • 20. AfterBackToBack Pepsi finally admitted defeat and scratched off the idea of “clear cola”.
  • 21. However, the idea of “Presenting clear and pure” helped Pepsi to bring out “ Aquafina”, which was, and still is a satisfactory product.
  • 22. As for the logo problem, Recently, has sacrificed red for mainly blue to create a stronger distinction between the two leading brands. Now Coca-Cola equals red and Pepsi equals blue.
  • 23. If you spot a hole in the market, it doesn’t mean that you should fill it. Just because clear cola didn’t exist, it didn’t mean it had to be invented. Crystal failed once, but Pepsi still believed the world was crying out for a clear cola. The second version fared even worse than the first. Differentiate yourself from your main competitor. For any business, it is important.
  • 25. Problem In The Chip In 1997, a professor of mathematics found a glitch in Intel’s Pentium chip. He discovered that the mathematical functions for the chip’s complicated formula were not consistently accurate. The professor sent an article about his findings to a small academic newsgroup. This put a negative impact on intel.
  • 26. Consequences Intel kept on denying the issue Intel’s share value dropped by over 20 points The media pointed to Intel for proper response The news of faults spread quickly in the media
  • 28.
  • 29. Xerox Data Systems More Than Copiers?
  • 30. A Disastrous Ambition Xerox is one of the best branding success stories of the 20th century. The company didn’t just create a new product, it invented a whole new category. Even today, many people use the term “Xerox Copy” instead of “photocopy”. The Xerox Company started in 1949, with the first photocopier or Xerox machine. Since then it was nothing but success that kept on company with Xerox…
  • 31. From 1970, the company expressed its desire to stretch beyond copying into the field of computer and other technologies. Which led to market several products. Xerox Data System Tele copier Memory writer
  • 32. Unfortunately…all of these attempts failed and caused a huge lose to Xerox. Customers seemed to refuse to think of Xerox for any product other photocopy machines.
  • 33. So, after all attempts failed, Xerox went back to making Photocopiers.
  • 34. Trying to transform itself into an IBM-style ‘information business’. Forgetting that brands are bigger than products Spending too much time and energy looking into a future which didn’t exist
  • 36. A white Lie Staining Black on Success In the relatively short space of 15 years, Enron rose from nowhere to become the seventh largest company in the United States, and the most well-known energy supplier in the world. It boasted over 21,000 employees and had a presence in more than 40 countries.
  • 37. Achievements “Most Innovative Company in America” Award High Position in the rankings in “Best Companies To Work For” An image of good citizenship
  • 38. However,in 2001–02 this turned out to be a lie – one of the in corporate history. The company’s profit statements were proved to be untrue, and it emerged that massive debts had been hidden so that they weren’t evident in the company’s accounts. Enron’s accountancy firm, Arthur Andersen, was involved in the shredding of documents relating to Enron’s accounts, which meant the impact of the scandal was going to be catastrophic for that firm’s reputation as well. Over the years, Enron depicted itself as a highly profitable, growing company.
  • 39. With the unfolding of deep deception, investors and creditors retreated Farm had to record themselves as bankrupted Enron executives made matters worse by refusing to testify and arguing that they had no chance of a fair trial. Consequences
  • 40. also had political implications, because of the firm’s close links with the Enron involvement
  • 41. The whole company image portrayed by Enron proved to be a complete fraud. And as soon as one lie emerged, it didn’t take too long before the rest were unraveled Though Enron tried to project the image of perfection, they couldn’t keep it legal. Any illegal product, no matter how good the quality is, is always aborted Enron managed to make a terrible situation even worse by refusing to acknowledge any wrongdoing after the facts emerged
  • 44.
  • 45.
  • 48. “ “If you are not prepared to be wrong, you will never come up with anything ORIGINAL..” - Ken Robinson