An entertaining and comprehensive analysis of what can go wrong when marketers misunderstand either the nature of their own products or the market in general. The book collects the stories behind 100 of the world's biggest branding mistakes, grouped by type. The book gives a sound analysis of classic marketing blunders such as New Coke or the Ford Edsel, and PR disasters like the McDonald's McLibel trial or Perrier's benzene contamination. More interesting perhaps are the less well-known tales: brands which over-extended (Cosmo yogurt and Bic underwear anyone?), or misread local cultures, were let down by management, or simply stopped being relevant anymore. Haig's inevitable conclusion won't make marketers sleep any sounder at night. All new brands, he says, big or small, are more likely to fail than succeed, and there is no clear path to glory. The key is to understand what each and every brand means emotionally to consumers, and to monitor changes in that relationship over time. Above all, never over- or under-estimate that emotional bond. "Emotions aren't to be messed with," warns Haig. "Once a brand has created that necessary bond, it has to handle it with care. One step out of line and the customer may not be willing to forgive." Added 6th October 2005