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Big Brand Failures

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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!

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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Big Brand Failures

  1. 1. DREAMING OF BRAND FAILURE
  2. 2. BUTTERFLY IS A LONDON BASED BRAND & INNOVATION SPECIALIST WITH 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 expensive mistake, do you want him to resign when you spent so much training him? Or keep him, to never have the mistake made again?
  5. 5. SOME BRANDS JUST LOST THEIR WAY A BIT...
  6. 6. BEER SHOULD STAY AS... BEER Coors tried to extend into water, but this made no sense to its own or water brand consumers. Its expertise was beer.
  7. 7. Although Pepsi consumers were drinking it at breakfast time, it made no sense 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 as changing the constitution. Classic Coke rescued the brand.
  9. 9. Pear’s soap loyalists were shocked when new brand owners changed the 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 instant gratification for reliving a memory. The brand offer was true but the business was too product focused and died with the digital camera’s arrival.
  12. 12. It’s all in a name... For a baby food to be named after something less-than-reputable was a cultural oversight this French brand much regretted.
  13. 13. Danone wanting to lose the identity of this much-loved Hungarian biscuit proved misguided: locals wanted to access, not become, western.
  14. 14. Using white carnations in Hong Kong to celebrate a new route showed little thought for the local convention of this 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 mistake has never tried anything new” Albert Einstein
  18. 18. “If you’re not failing every now and again, it’s a sign you’re not doing anything very innovative” Woody Allen
  19. 19. 3 GREAT FAILURE CASE STUDIES...
  20. 20. Your biggest competitor is stealing your share
  21. 21. Coca Cola seemed to listen to what Pepsi told them about their own brand – was there really something wrong with the flavour?
  22. 22. What Coke hadn’t realised was how deeply rooted the relationship with the total brand (not just a product) was.
  23. 23. “Coca Cola is the sublimated essence of all that America stands for.” William Allen White
  24. 24. “We heard you” Chair of Coca Cola, Goizueta Listening paid off: the consumer returned because of love of the brand and knowing they had been listened to.
  25. 25. Even with only 2% share, Kellogg’s in India had the promise of 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 for breakfast is different to the UK and US.
  27. 27. Not recognising cultural preferences, including storing fresh milk and cost per unit in a low per capita income country, all cost Kellogg’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 actually already culturally imbedded in Indian culture
  29. 29. Nokia had been synonymous with all that was great in the early world of mobile phone technology.
  30. 30. But they didn’t keep up with technology and how phones now bring you email, cameras, music and the internet.
  31. 31. And they failed to understand the relationship people now have with 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 would have continued to live a more relevant brand vision.
  33. 33. With a much lowered market share the once dominant brand will now be playing catch up. 2009 2011 48% 29%
  34. 34. GOLDEN RULES TO BRAND FAILURE So if you want your brand to fail, here are our top 10 tips...
  35. 35. 1 Look at the product not the brand...
  36. 36. Never be emotional...
  37. 37. 3 Over extend...
  38. 38. Give it a terrible name...
  39. 39. Pay no attention to cultural nuances 5
  40. 40. Focus too much on your competition...
  41. 41. Abuse transparency of social media...
  42. 42. 8 Listen to what your consumers say...
  43. 43. 9 Think the PR campaign will save you later…. rather than doing the right thing immediately after the crisis.
  44. 44. Brand Arrogance
  45. 45. HOW CAN WE FULFIL A BRAND DREAM?
  46. 46. Wonderful handbags, clothes and shoes… well made products in stunning designs. But their chair, Robert Polet, knows he doesn’t sell handbags, but a dream... He has understood the essence of 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 SIMPLE BUTTERFLY RULES FOR SUCCESS...
  49. 49. U n de rst a n di n g the d rea m
  50. 50. Consistency of message at all touch points
  51. 51. C elebra ting ltura l nu ances cu
  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 dream If you don’t understand your own brand’s DNA, & how the consumer perceives it, then you simply cannot help it perform in the long term. Whether you are creating a new concept or managing an existing brand, it is the consumer, not you, who truly owns the brand. So don’t forget to listen, listen well and listen often to what they tell you they want and need from you.
  55. 55. THANK YOU Find us on Bianca Cawthorne bianca@butterflylondon.com Deirdre Findlay deirdre@butterflylondon.com www.butterflylondon.com

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