Big Brand Failures

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Dreaming of Brand Success? Want to see some case studies on great brand practice? Sometimes you learn a lot more from failures than you do successes...so we've brought together some great brand failures that we celebrate as offering us valuable lessons for great brand success. Enjoy!

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  • Sách ' Brand Failures ' hay thật, đọc ebook rất hữu ích , có nhỏ bạn giới thiệu mà mình biết thêm trang diễn đàn thư viện hay của idoc.vn, toàn mục sách hay thôi...đủ thể loại
    http://idoc.vn/sach/nguyen-ly-8020.html

    Book 'thất bại thương hiệu' hay actual, read ebook very useful, that you are less Introduction, which additional trang community libraries hay of idoc
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Big Brand Failures

  1. 1. DREAMING OFBRAND FAILURE
  2. 2. BUTTERFLY IS A LONDON BASED BRAND & INNOVATION SPECIALISTWITH A SPECIFIC EXPERTISE IN EMERGING MARKETS
  3. 3. WE’RE EXCITED ABOUT BRAND FAILURES... ...THEY TEACH US SO MUCH
  4. 4. If your young brand manager makes an expensivemistake, do you want him to resign when you spentso much training him? Or keep him, to never havethe mistake made again?
  5. 5. SOME BRANDS JUSTLOST THEIR WAY A BIT...
  6. 6. BEER SHOULD STAY AS... BEERCoors tried to extend into water, but this made no sense toits own or water brand consumers. Its expertise was beer.
  7. 7. Although Pepsi consumers were drinking it at breakfast time, it made nosense to an audience when the brand specified when it was to be drunk.
  8. 8. Keep it classic; Keep it American; Keep it Coke...Changing the original Coke formula was as un-American aschanging the constitution. Classic Coke rescued the brand.
  9. 9. Pear’s soap loyalists were shocked when new brand owners changedthe original recipe, and they were forced to change it back.
  10. 10. Missing the moment... of the digital age.Kodak had had its moment when it failed to answer the call of the digital age.
  11. 11. Polaroid was about instantgratification for reliving amemory. The brand offerwas true but the businesswas too product focusedand died with the digitalcamera’s arrival.
  12. 12. It’s all in a name...For a baby food to be named after something less-than-reputablewas a cultural oversight this French brand much regretted.
  13. 13. Danone wanting to lose the identity of this much-lovedHungarian biscuit proved misguided: locals wanted toaccess, not become, western.
  14. 14. Using white carnations in Hong Kongto celebrate a new route showed littlethought for the local convention ofthis colour being for funerals.
  15. 15. Home made soup is so much better in Russia...
  16. 16. WE DREAM OF BRAND FAILURE,OF MAKING MISTAKES...Very smart people make mistakes.The trick is not to repeat them.
  17. 17. “Anyone who has never made a mistakehas never tried anything new” Albert Einstein
  18. 18. “If you’re not failing every nowand again, it’s a sign you’re notdoing anything very innovative” Woody Allen
  19. 19. 3 GREAT FAILURECASE STUDIES...
  20. 20. Your biggest competitor is stealing your share
  21. 21. Coca Cola seemed to listen to what Pepsi toldthem about their own brand – was there reallysomething wrong with the flavour?
  22. 22. What Coke hadn’t realised was how deeply rooted therelationship with the total brand (not just a product) was.
  23. 23. “Coca Cola is the sublimatedessence of all that Americastands for.” William Allen White
  24. 24. “We heard you” Chair of Coca Cola, GoizuetaListening paid off: the consumer returned because of loveof the brand and knowing they had been listened to.
  25. 25. Even with only 2% share, Kellogg’s in India had the promiseof 18 million consumers. How could you go wrong?
  26. 26. But Kellogg’s failed to recognise that breakfast, like all foods,is very cultural: what people traditionally eat in India forbreakfast is different to the UK and US.
  27. 27. Not recognising cultural preferences, including storing fresh milkand cost per unit in a low per capita income country, all costKellogg’s dearly, and gave them a beleaguered launch.
  28. 28. In its portfolio Kellogg’s now has porridge. This hot cereal,a hangover from the Raj and the Scott’s Guards, is actuallyalready culturally imbedded in Indian culture
  29. 29. Nokia had been synonymouswith all that was great in theearly world of mobile phonetechnology.
  30. 30. But they didn’t keep up with technology and how phonesnow bring you email, cameras, music and the internet.
  31. 31. And they failed to understand the relationship people now havewith their phones as a communication partner, not just a phone.
  32. 32. Nokia had certainly understood they were about ‘Connecting People’.However, had their brand promise just been ‘Connecting’, they wouldhave continued to live a more relevant brand vision.
  33. 33. With a much lowered market share the oncedominant brand will now be playing catch up. 2009 201148% 29%
  34. 34. GOLDEN RULES TOBRAND FAILURESo if you want your brand to fail, here are our top 10 tips...
  35. 35. 1Look at the productnot the brand...
  36. 36. Never beemotional...
  37. 37. 3 Over extend...
  38. 38. Give it aterrible name...
  39. 39. Pay no attentionto cultural nuances5
  40. 40. Focus toomuch on yourcompetition...
  41. 41. Abuse transparencyof social media...
  42. 42. 8Listen towhat yourconsumerssay...
  43. 43. 9Think the PR campaignwill save you later….rather than doing theright thing immediatelyafter the crisis.
  44. 44. Brand Arrogance
  45. 45. HOW CAN WE FULFIL A BRAND DREAM?
  46. 46. Wonderful handbags, clothes andshoes… well made products in stunningdesigns. But their chair, Robert Polet,knows he doesn’t sell handbags, but adream... He has understood the essenceof his brand. “People buy our brands because they want to be a part of a particular dream... so people before going into the store, they decide ‘I would like to be a part of that dream.’ And that is an emotional decision” Robert Polet
  47. 47. TO CREATE AN EMOTIONAL CONNECTION... “ Reason is not as ‘pure’ as most of us think it is or wish it to be; emotion and feelings aren’t intruders into the bastion of reason. we feel before we think. In fact we feel in order to think.“ Descartes’ Error, Antonio Damasi
  48. 48. SO WE GIVE YOU THE SIMPLEBUTTERFLY RULESFOR SUCCESS...
  49. 49. U n de rst a n di n g the d rea m
  50. 50. Consistency of message atall touch points
  51. 51. C elebra ting ltura l nu ancescu
  52. 52. Listen, listen, listen... But ask me the right questions
  53. 53. Simply 4 rules; just not always simple to realise effectively.Learning from the rest can help you do a great job... rst a n di n g Consistency U n de of message at t h e d rea m all touch points g Celebratin Listen, listen, listen... cultur al nuances But ask me the right questions
  54. 54. Understanding the dreamIf you don’t understand your ownbrand’s DNA, & how the consumerperceives it, then you simply cannothelp it perform in the long term.Whether you are creating a newconcept or managing an existingbrand, it is the consumer, not you,who truly owns the brand.So don’t forget to listen, listen welland listen often to what they tell youthey want and need from you.
  55. 55. THANK YOUFind us onBianca Cawthornebianca@butterflylondon.comDeirdre Findlaydeirdre@butterflylondon.comwww.butterflylondon.com

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