Brand failures : the truth about the 100 biggest branding mistakes of all time

Contents:
1. Introduction
2. Classic failures
1. New Coke
2. The Ford Edsel
3. Sony Betamax
4. McDonald's Arch Deluxe
3. Idea failures
5. Kellogg's Cereal Mates: warm milk, frosty reception
6. Sony's Godzilla: a monster flop
7. Persil Power: one stubborn stain on Unilever's reputation
8. Pepsi: in pursuit of purity
9. Earring Magic Ken: when Barbie's boyfriend came out of the closet
10. The Hot Wheels computer: stereotyping the market
11. Corfam: the leather substitute
12. R. J. Reynolds' Smokeless Cigarettes: the ultimate bad idea
13. Oranjolt: the drink that lost its cool
14. La Femme: where are the pink ladies?
15. Radion: bright orange boxes aren't enough
16. Clairol's 'Touch of Yoghurt' shampoo
17. Pepsi AM
18. Maxwell House ready-to-drink coffee
19. Campbell's Souper Combo
20. Thirsty Cat! and Thirsty Dog!: bottled water for pets
4. Extension failures
21. Harley Davidson perfume: the sweet smell of failure
22. Gerber Singles: when branding goes ga ga
23. Crest: stretching a brand to its limit
24. Heinz All Natural Cleaning Vinegar: confusing the customer
25. Miller: the ever-expanding brand
26. Virgin Cola: a brand too far
27. Bic underwear: strange but true
28. Xerox Data Systems: more than copiers?
29. Chiquita: is there life beyond bananas?
30. Country Time Cider
31. Ben-Gay Aspirin
32. Capital Radio restaurants
33. Smith and Wesson mountain bikes
34. Cosmopolitan yoghurt
35. Lynx barbershop
36. Colgate Kitchen Entrees
37. LifeSavers Soda
38. Pond's toothpaste
39. Frito-Lay Lemonade
5. PR failures
40. Exxon
41. McDonald's: the McLibel trial
42. Perrier's benzene contamination
43. Pan Am: ending in tragedy
44. Snow Brand milk products: poisoning a brand
45. Rely tampons: Procter & Gamble's toxic shock
46. Gerber's PR blunder
47. R. J. Reynold's Joe Camel campaign
48. Firestone tyres
49. Farley's infant milk and the salmonella incident
6. Culture failures
50. Kellogg's in India
51. Hallmark in France
52. Pepsi in Taiwan
53. Schweppes Tonic Water in Italy
54. Chevy Nova and others
55. Electrolux in the United States
56. Gerber in Africa
57. Coors in Spain
58. Frank Perdue's chicken in Spain
59. Clairol's Mist Stick in Germany
60. Parker Pens in Mexico
61. American Airlines in Mexico
62. Vicks in Germany
63. Kentucky Fried Chicken in Hong Kong
64. CBS Fender: a tale of two cultures
65. Quaker Oats' Snapple: failing to understand the essence of the brand
7. People failures
66. Enron: failing the truth
67. Arthur Andersen: shredding a reputation
68. Ratner's: when honesty is not the best policy
69. Planet Hollywood: big egos, weak brand
70. Fashion Cafe: from catwalk to catfights
71. Hear'Say: from pop to flop
72. Guiltless Gourmet: helping the competition
8. Rebranding failures
73. Consignia: a post office by any other name
74. Tommy Hilfiger: the power of the logo
75. BT Cellnet to O[subscript 2]: undoing the brand
76. ONdigital to ITV Digital: how the 'beautiful dream' went sour
77. Windscale to Sellafield: same identity, different name
78. Payless Drug Store to Rite Aid Corporation
79. British Airways
80. MicroPro
9. Internet and new technology failures
81. Pets.com
82. VoicePod: failing to be heard
83. Excite@Home: bad branding @ work
84. WAP: why another protocol?
85. Dell's Web PC: not quite a net gain
86. Intel's Pentium chip: problem? What problem?
87. IBM's Linux software and the graffiti guerrillas
88. boo.com: the party's over
10. Tired brands
89. Oldsmobile: how the King of Chrome ended up on the scrap heap
90. Pear's soap: failing to hit the present taste
91. Ovaltine: when a brand falls asleep
92. Kodak: failing to stay ahead
93. Polaroid: live by the category, die by the category
94. Rover: a dog of brand
95. Moulinex: going up in smoke
96. Nova magazine: let sleeping brands lie
97. Levi's: below the comfort zone
98. Kmart: a brand on the brink
99. The Cream nightclub: last dance saloon?
100. Yardley cosmetics: from grannies to handcuffs.
Includes bibliographical references and index.