Puts everything in place , 18 Feb 2008
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.

Straight forward and clear, 11 Jan 2008
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.

A classic book for any marketer for reference throughout ones career. A must have on the shelf.

Bill Chambers

Disappointing, 02 Aug 2007
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).

As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.

Probably the best business book I have read, 31 May 2007
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.

Blindingly obvious (after you've read it!), 19 Jan 2005
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.

Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commodity-ised. Successful companies, such as Nordstrom, Starbucks, Saturn and IBM discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.

But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."

Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought- provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards, Amazon.com

Puts everything in place , 18 Feb 2008
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.

Straight forward and clear, 11 Jan 2008
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.

A classic book for any marketer for reference throughout ones career. A must have on the shelf.

Bill Chambers

Disappointing, 02 Aug 2007
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).

As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.

Probably the best business book I have read, 31 May 2007
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.

Blindingly obvious (after you've read it!), 19 Jan 2005
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.

Ok for Retail Businesses, 17 May 2006
Not impressed with this book as there is great emphasis placed on retail businesses. Many examples are drawn from Disney, Hard Rock Cafe and other American stores and doesn't seem to cross over into other industries/markets/services.

I have read both Building Experiences books by Colin Shaw and would highly recommend them both over this. (Also Jan Carlzon's Moments of truth is highly recommended).

How to Sell the Sizzle, 27 Dec 2005
Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. We recommend this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that's the point. For more information, please refer to Disney World.

A useful consideration of what we intuitively know, 10 Aug 1999
This is well crafted book and provides several examples to illustrate the points made. The book tends to sag towards the final three chapters. There are numerous messages one comes away. Highly recommended for business students and practitioners, specially in light of the new 'digital economy' taking shape.

Business as Performance Art. Yes!, 24 Jul 1999
As co-author of the cluetrain manifesto (www.cluetrain.com), I'm often asked by companies how they can implement the ideas we talk about. This book is a great place to start. Unfortunately, the listing here leaves out the subtitle: "Work Is Theatre & Every Business a Stage." That's what got to me. Acknowledging the role of serious play in serious commerce is long overdue, but The Experience Economy makes up for lost time. While most business books are little more than literary Sominex, this one will stretch your head in new dimensions. Even if you disagree with bits, it'll wake you, shake you, make you think.

At first, I was put off by the notion of the Internet as "the greatest force for commoditization known to man." This is only true when the net is seen as an extension of the broadcast model: think TV. But that's the wrong approach, as the authors later make clear: "Cyberspace is a great place for such experiences, but many businesses still don't get it. They're heading into the commoditization trap, trying to figure out how to better sell their company's goods and services over the World Wide Web, when in fact most individuals surf the Net for the experience itself."

E-commerce as performance art, I love it! So step right up, boys and girls, and get your ticket to the Pine & Gilmore Masque. The show's just about to begin!

The Most Disappointing HBS Book I've read in Years, 12 Jul 1999
It was painful getting through this book. Partly because of the content, but mainly because of the writing style of the authors. That aside, let's talk about why I didn't like the book. First, the economic arguments for the 'Experience Economy' were flimsy at best. It seemed to me they were overly selective in choosing their supporting arguments, mainly because they needed to make their work seem larger and more broadly applicable than it really is. Second, much of their 'new economy' is really just an as-yet-little-discussed market segment. And many of their groundbreaking ideas traditional (and fundamental) marketing. Third, I found the religious (sorry, world-view) over- and under-tones of the last two chapters almost insufferable. Quite frankly, for two authors who talk about the importance of customization and segmenting according to world-view, they should have known better than to discuss religion in the manner they chose. Don't get me wrong, the book did have some very interesting points. I found the 'work as stage'concept and the review of 'experience development' concepts fascinating and applicable. I cannot, however, recommend this book to you. If you want the critical insights, borrow it from someone who did buy it, and read Chapters 2,3,6, and 7. Oh, and mind the typos, a few of them happen at the WORST possible places (like the misdrawn table 5.2).

Puts everything in place , 18 Feb 2008
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.

Straight forward and clear, 11 Jan 2008
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.

A classic book for any marketer for reference throughout ones career. A must have on the shelf.

Bill Chambers

Disappointing, 02 Aug 2007
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).

As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.

Probably the best business book I have read, 31 May 2007
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.

Blindingly obvious (after you've read it!), 19 Jan 2005
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.

Ok for Retail Businesses, 17 May 2006
Not impressed with this book as there is great emphasis placed on retail businesses. Many examples are drawn from Disney, Hard Rock Cafe and other American stores and doesn't seem to cross over into other industries/markets/services.

I have read both Building Experiences books by Colin Shaw and would highly recommend them both over this. (Also Jan Carlzon's Moments of truth is highly recommended).

How to Sell the Sizzle, 27 Dec 2005
Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. We recommend this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that's the point. For more information, please refer to Disney World.

A useful consideration of what we intuitively know, 10 Aug 1999
This is well crafted book and provides several examples to illustrate the points made. The book tends to sag towards the final three chapters. There are numerous messages one comes away. Highly recommended for business students and practitioners, specially in light of the new 'digital economy' taking shape.

Business as Performance Art. Yes!, 24 Jul 1999
As co-author of the cluetrain manifesto (www.cluetrain.com), I'm often asked by companies how they can implement the ideas we talk about. This book is a great place to start. Unfortunately, the listing here leaves out the subtitle: "Work Is Theatre & Every Business a Stage." That's what got to me. Acknowledging the role of serious play in serious commerce is long overdue, but The Experience Economy makes up for lost time. While most business books are little more than literary Sominex, this one will stretch your head in new dimensions. Even if you disagree with bits, it'll wake you, shake you, make you think.

At first, I was put off by the notion of the Internet as "the greatest force for commoditization known to man." This is only true when the net is seen as an extension of the broadcast model: think TV. But that's the wrong approach, as the authors later make clear: "Cyberspace is a great place for such experiences, but many businesses still don't get it. They're heading into the commoditization trap, trying to figure out how to better sell their company's goods and services over the World Wide Web, when in fact most individuals surf the Net for the experience itself."

E-commerce as performance art, I love it! So step right up, boys and girls, and get your ticket to the Pine & Gilmore Masque. The show's just about to begin!

The Most Disappointing HBS Book I've read in Years, 12 Jul 1999
It was painful getting through this book. Partly because of the content, but mainly because of the writing style of the authors. That aside, let's talk about why I didn't like the book. First, the economic arguments for the 'Experience Economy' were flimsy at best. It seemed to me they were overly selective in choosing their supporting arguments, mainly because they needed to make their work seem larger and more broadly applicable than it really is. Second, much of their 'new economy' is really just an as-yet-little-discussed market segment. And many of their groundbreaking ideas traditional (and fundamental) marketing. Third, I found the religious (sorry, world-view) over- and under-tones of the last two chapters almost insufferable. Quite frankly, for two authors who talk about the importance of customization and segmenting according to world-view, they should have known better than to discuss religion in the manner they chose. Don't get me wrong, the book did have some very interesting points. I found the 'work as stage'concept and the review of 'experience development' concepts fascinating and applicable. I cannot, however, recommend this book to you. If you want the critical insights, borrow it from someone who did buy it, and read Chapters 2,3,6, and 7. Oh, and mind the typos, a few of them happen at the WORST possible places (like the misdrawn table 5.2).

Lack of depth analysis, 21 Mar 2008
I got this book for my marketing assignment and I was more than dissapointed. It can be interesting for leisure reading, but certainly this is not more than that. Some failures are described in less than a few sentences, especially in culture failures, which doesn't explain anything. It lacks depth of analysis and I do agree that it seems like a clips from the newspaper. Just flashy titles...

Insightful - Absolutely Fantastic, 09 Jan 2008
Ignore Atuls review!!!

This is a fantastic book, I got it as a christmas present and couldn't put it down, it's an amazing and easy read. The stories are facinating and you find yourself asking how boardrooms of execs can make such stupid mistakes as the ones mentioned throughout the book, such as the lack of research when launching brands overseas!

Although some of the stories are known such as New Coke and Betamax the book goes into more detail explaining the how's and why's as well as the knock on effets these had on each company.

Clear structure and incredibly well written, can't wait to buy the follow up, Brand Royalty.

I agree with Atul's statement that it's not a marketing textbook simply because it's not supposed to be.

Successful Book about Brand Failures , 11 Mar 2007
A successful attempt at piecing together several stories of industry failures over the past decades - some of which are pretty familiar - the failure of New Coke, Betamax (as compared to the success of VHS), The L'Oreal Crap stick (or is it perfume stick ?) and the Chevy Nova (Nova meaning no-go in Spanish) are some of the examples. It is a good attempt to divide the failures into 'Idea Failures', 'PR Failures', 'Culture Failures' etc.
I was in the midst of my MBA when I read this book and it surely gave me an edge when doing my presentations. The book may be about Brand Failures but in itself it is a success

Fantastic, 29 Dec 2005
This is a fantastic read. Gives a brief but incisive view of differnt types of brand failure. Examples are well written and easy to read, and more importnatly easy to remember. If you ever needed any examples to quote this is a must buy

What can be learned from such failures?, 26 Sep 2005
What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time." With this subtitle, Haig immediately sets himself up for lively disagreement concerning (a) the reasons for why certain brands fail and (b) his selection of the failures themselves. I value this book so highly because Haig (by assertion or implication) challenges his reader to examine her or his own current problems with branding. Frankly, his explanation of brand failure makes sense to me and all of the 100 failed brands he discusses serve seem worthy of examination. He identifies what he calls "the seven deadly sins of branding": amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. One or more is evident in each of the 100 brand failures on which he focuses.

Haig carefully organizes his material within ten chapters. It is easy enough for those who read this brief commentary to check out the Contents so I see no need to provide it. (Thanks Amazon!) He provides a "Lessons from...." section at the conclusion of most extended analyses. All of the usual suspects are discussed: New Coke, the Ford Edsel, Sony Betamax, McDonald's Arch DeLuxe, Campbell Soup (souper combo), Harley Davidson (perfume), Ben Gay (aspirin), Colgate (kitchen entrees). Pond's (toothpaste) in consumer products; as for dot.coms, Pets.com, VoicePod, and Excite@home. He even examines a number of PR fiascoes.

I take at least three lessons from Haig's book. First, even the largest organizations with the greatest resources (including some of the brightest people) can make bad brand decisions and sometimes repeat them with another failed attempt. Although they may be able to absorb or overcome such brand failure, almost all small organizations cannot. Second, that most brand failures result from launching a new product which encounters insufficient demand or marketing a current product for which demand is declining. Hence the importance of market research and especially of asking the customer. Ford did almost no research before introducing the Edsel nor did Coca-Cola before launching New Coke. Both line extensions were disasters. The overwhelming feedback from children surveyed indicated that they did not want Barbie's Ken to wear an earring but Mattel inserted one anyway. The third lesson is that the key to a brand's success (be it a product or service) is it authenticity. (You may prefer the word credibility.) Notice how intensively-hyped films may do well at the box office the first weekend but if they are duds, their sales tumble the following weekend and they are inevitably off the Top Ten list within a month or so, if not sooner. People are willing to try something new if they trust the provider. Lose that trust and there may never be an opportunity to re-earn it.

This is a lively, well-written, thought-provoking book. As I suggested earlier, its greatest value to each reader will be determined by what she or he has learned from Haig, and then, how much of that can be applied expeditiously and (more to the point) effectively.

Puts everything in place , 18 Feb 2008
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.

Straight forward and clear, 11 Jan 2008
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.

A classic book for any marketer for reference throughout ones career. A must have on the shelf.

Bill Chambers

Disappointing, 02 Aug 2007
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).

As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.

Probably the best business book I have read, 31 May 2007
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.

Blindingly obvious (after you've read it!), 19 Jan 2005
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.

Ok for Retail Businesses, 17 May 2006
Not impressed with this book as there is great emphasis placed on retail businesses. Many examples are drawn from Disney, Hard Rock Cafe and other American stores and doesn't seem to cross over into other industries/markets/services.

I have read both Building Experiences books by Colin Shaw and would highly recommend them both over this. (Also Jan Carlzon's Moments of truth is highly recommended).

How to Sell the Sizzle, 27 Dec 2005
Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. We recommend this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that's the point. For more information, please refer to Disney World.

A useful consideration of what we intuitively know, 10 Aug 1999
This is well crafted book and provides several examples to illustrate the points made. The book tends to sag towards the final three chapters. There are numerous messages one comes away. Highly recommended for business students and practitioners, specially in light of the new 'digital economy' taking shape.

Business as Performance Art. Yes!, 24 Jul 1999
As co-author of the cluetrain manifesto (www.cluetrain.com), I'm often asked by companies how they can implement the ideas we talk about. This book is a great place to start. Unfortunately, the listing here leaves out the subtitle: "Work Is Theatre & Every Business a Stage." That's what got to me. Acknowledging the role of serious play in serious commerce is long overdue, but The Experience Economy makes up for lost time. While most business books are little more than literary Sominex, this one will stretch your head in new dimensions. Even if you disagree with bits, it'll wake you, shake you, make you think.

At first, I was put off by the notion of the Internet as "the greatest force for commoditization known to man." This is only true when the net is seen as an extension of the broadcast model: think TV. But that's the wrong approach, as the authors later make clear: "Cyberspace is a great place for such experiences, but many businesses still don't get it. They're heading into the commoditization trap, trying to figure out how to better sell their company's goods and services over the World Wide Web, when in fact most individuals surf the Net for the experience itself."

E-commerce as performance art, I love it! So step right up, boys and girls, and get your ticket to the Pine & Gilmore Masque. The show's just about to begin!

The Most Disappointing HBS Book I've read in Years, 12 Jul 1999
It was painful getting through this book. Partly because of the content, but mainly because of the writing style of the authors. That aside, let's talk about why I didn't like the book. First, the economic arguments for the 'Experience Economy' were flimsy at best. It seemed to me they were overly selective in choosing their supporting arguments, mainly because they needed to make their work seem larger and more broadly applicable than it really is. Second, much of their 'new economy' is really just an as-yet-little-discussed market segment. And many of their groundbreaking ideas traditional (and fundamental) marketing. Third, I found the religious (sorry, world-view) over- and under-tones of the last two chapters almost insufferable. Quite frankly, for two authors who talk about the importance of customization and segmenting according to world-view, they should have known better than to discuss religion in the manner they chose. Don't get me wrong, the book did have some very interesting points. I found the 'work as stage'concept and the review of 'experience development' concepts fascinating and applicable. I cannot, however, recommend this book to you. If you want the critical insights, borrow it from someone who did buy it, and read Chapters 2,3,6, and 7. Oh, and mind the typos, a few of them happen at the WORST possible places (like the misdrawn table 5.2).

Lack of depth analysis, 21 Mar 2008
I got this book for my marketing assignment and I was more than dissapointed. It can be interesting for leisure reading, but certainly this is not more than that. Some failures are described in less than a few sentences, especially in culture failures, which doesn't explain anything. It lacks depth of analysis and I do agree that it seems like a clips from the newspaper. Just flashy titles...

Insightful - Absolutely Fantastic, 09 Jan 2008
Ignore Atuls review!!!

This is a fantastic book, I got it as a christmas present and couldn't put it down, it's an amazing and easy read. The stories are facinating and you find yourself asking how boardrooms of execs can make such stupid mistakes as the ones mentioned throughout the book, such as the lack of research when launching brands overseas!

Although some of the stories are known such as New Coke and Betamax the book goes into more detail explaining the how's and why's as well as the knock on effets these had on each company.

Clear structure and incredibly well written, can't wait to buy the follow up, Brand Royalty.

I agree with Atul's statement that it's not a marketing textbook simply because it's not supposed to be.

Successful Book about Brand Failures , 11 Mar 2007
A successful attempt at piecing together several stories of industry failures over the past decades - some of which are pretty familiar - the failure of New Coke, Betamax (as compared to the success of VHS), The L'Oreal Crap stick (or is it perfume stick ?) and the Chevy Nova (Nova meaning no-go in Spanish) are some of the examples. It is a good attempt to divide the failures into 'Idea Failures', 'PR Failures', 'Culture Failures' etc.
I was in the midst of my MBA when I read this book and it surely gave me an edge when doing my presentations. The book may be about Brand Failures but in itself it is a success

Fantastic, 29 Dec 2005
This is a fantastic read. Gives a brief but incisive view of differnt types of brand failure. Examples are well written and easy to read, and more importnatly easy to remember. If you ever needed any examples to quote this is a must buy

What can be learned from such failures?, 26 Sep 2005
What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time." With this subtitle, Haig immediately sets himself up for lively disagreement concerning (a) the reasons for why certain brands fail and (b) his selection of the failures themselves. I value this book so highly because Haig (by assertion or implication) challenges his reader to examine her or his own current problems with branding. Frankly, his explanation of brand failure makes sense to me and all of the 100 failed brands he discusses serve seem worthy of examination. He identifies what he calls "the seven deadly sins of branding": amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. One or more is evident in each of the 100 brand failures on which he focuses.

Haig carefully organizes his material within ten chapters. It is easy enough for those who read this brief commentary to check out the Contents so I see no need to provide it. (Thanks Amazon!) He provides a "Lessons from...." section at the conclusion of most extended analyses. All of the usual suspects are discussed: New Coke, the Ford Edsel, Sony Betamax, McDonald's Arch DeLuxe, Campbell Soup (souper combo), Harley Davidson (perfume), Ben Gay (aspirin), Colgate (kitchen entrees). Pond's (toothpaste) in consumer products; as for dot.coms, Pets.com, VoicePod, and Excite@home. He even examines a number of PR fiascoes.

I take at least three lessons from Haig's book. First, even the largest organizations with the greatest resources (including some of the brightest people) can make bad brand decisions and sometimes repeat them with another failed attempt. Although they may be able to absorb or overcome such brand failure, almost all small organizations cannot. Second, that most brand failures result from launching a new product which encounters insufficient demand or marketing a current product for which demand is declining. Hence the importance of market research and especially of asking the customer. Ford did almost no research before introducing the Edsel nor did Coca-Cola before launching New Coke. Both line extensions were disasters. The overwhelming feedback from children surveyed indicated that they did not want Barbie's Ken to wear an earring but Mattel inserted one anyway. The third lesson is that the key to a brand's success (be it a product or service) is it authenticity. (You may prefer the word credibility.) Notice how intensively-hyped films may do well at the box office the first weekend but if they are duds, their sales tumble the following weekend and they are inevitably off the Top Ten list within a month or so, if not sooner. People are willing to try something new if they trust the provider. Lose that trust and there may never be an opportunity to re-earn it.

This is a lively, well-written, thought-provoking book. As I suggested earlier, its greatest value to each reader will be determined by what she or he has learned from Haig, and then, how much of that can be applied expeditiously and (more to the point) effectively.

Insightful!, 04 Jun 2004
New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there's not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. We recommend this book to idea people in marketing, technology, R & D and sales.

Puts everything in place , 18 Feb 2008
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.

Straight forward and clear, 11 Jan 2008
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.

A classic book for any marketer for reference throughout ones career. A must have on the shelf.

Bill Chambers

Disappointing, 02 Aug 2007
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).

As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.

Probably the best business book I have read, 31 May 2007
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.

Blindingly obvious (after you've read it!), 19 Jan 2005
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.

Ok for Retail Businesses, 17 May 2006
Not impressed with this book as there is great emphasis placed on retail businesses. Many examples are drawn from Disney, Hard Rock Cafe and other American stores and doesn't seem to cross over into other industries/markets/services.

I have read both Building Experiences books by Colin Shaw and would highly recommend them both over this. (Also Jan Carlzon's Moments of truth is highly recommended).

How to Sell the Sizzle, 27 Dec 2005
Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. We recommend this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that's the point. For more information, please refer to Disney World.

A useful consideration of what we intuitively know, 10 Aug 1999
This is well crafted book and provides several examples to illustrate the points made. The book tends to sag towards the final three chapters. There are numerous messages one comes away. Highly recommended for business students and practitioners, specially in light of the new 'digital economy' taking shape.

Business as Performance Art. Yes!, 24 Jul 1999
As co-author of the cluetrain manifesto (www.cluetrain.com), I'm often asked by companies how they can implement the ideas we talk about. This book is a great place to start. Unfortunately, the listing here leaves out the subtitle: "Work Is Theatre & Every Business a Stage." That's what got to me. Acknowledging the role of serious play in serious commerce is long overdue, but The Experience Economy makes up for lost time. While most business books are little more than literary Sominex, this one will stretch your head in new dimensions. Even if you disagree with bits, it'll wake you, shake you, make you think.

At first, I was put off by the notion of the Internet as "the greatest force for commoditization known to man." This is only true when the net is seen as an extension of the broadcast model: think TV. But that's the wrong approach, as the authors later make clear: "Cyberspace is a great place for such experiences, but many businesses still don't get it. They're heading into the commoditization trap, trying to figure out how to better sell their company's goods and services over the World Wide Web, when in fact most individuals surf the Net for the experience itself."

E-commerce as performance art, I love it! So step right up, boys and girls, and get your ticket to the Pine & Gilmore Masque. The show's just about to begin!

The Most Disappointing HBS Book I've read in Years, 12 Jul 1999
It was painful getting through this book. Partly because of the content, but mainly because of the writing style of the authors. That aside, let's talk about why I didn't like the book. First, the economic arguments for the 'Experience Economy' were flimsy at best. It seemed to me they were overly selective in choosing their supporting arguments, mainly because they needed to make their work seem larger and more broadly applicable than it really is. Second, much of their 'new economy' is really just an as-yet-little-discussed market segment. And many of their groundbreaking ideas traditional (and fundamental) marketing. Third, I found the religious (sorry, world-view) over- and under-tones of the last two chapters almost insufferable. Quite frankly, for two authors who talk about the importance of customization and segmenting according to world-view, they should have known better than to discuss religion in the manner they chose. Don't get me wrong, the book did have some very interesting points. I found the 'work as stage'concept and the review of 'experience development' concepts fascinating and applicable. I cannot, however, recommend this book to you. If you want the critical insights, borrow it from someone who did buy it, and read Chapters 2,3,6, and 7. Oh, and mind the typos, a few of them happen at the WORST possible places (like the misdrawn table 5.2).

Lack of depth analysis, 21 Mar 2008
I got this book for my marketing assignment and I was more than dissapointed. It can be interesting for leisure reading, but certainly this is not more than that. Some failures are described in less than a few sentences, especially in culture failures, which doesn't explain anything. It lacks depth of analysis and I do agree that it seems like a clips from the newspaper. Just flashy titles...

Insightful - Absolutely Fantastic, 09 Jan 2008
Ignore Atuls review!!!

This is a fantastic book, I got it as a christmas present and couldn't put it down, it's an amazing and easy read. The stories are facinating and you find yourself asking how boardrooms of execs can make such stupid mistakes as the ones mentioned throughout the book, such as the lack of research when launching brands overseas!

Although some of the stories are known such as New Coke and Betamax the book goes into more detail explaining the how's and why's as well as the knock on effets these had on each company.

Clear structure and incredibly well written, can't wait to buy the follow up, Brand Royalty.

I agree with Atul's statement that it's not a marketing textbook simply because it's not supposed to be.

Successful Book about Brand Failures , 11 Mar 2007
A successful attempt at piecing together several stories of industry failures over the past decades - some of which are pretty familiar - the failure of New Coke, Betamax (as compared to the success of VHS), The L'Oreal Crap stick (or is it perfume stick ?) and the Chevy Nova (Nova meaning no-go in Spanish) are some of the examples. It is a good attempt to divide the failures into 'Idea Failures', 'PR Failures', 'Culture Failures' etc.
I was in the midst of my MBA when I read this book and it surely gave me an edge when doing my presentations. The book may be about Brand Failures but in itself it is a success

Fantastic, 29 Dec 2005
This is a fantastic read. Gives a brief but incisive view of differnt types of brand failure. Examples are well written and easy to read, and more importnatly easy to remember. If you ever needed any examples to quote this is a must buy

What can be learned from such failures?, 26 Sep 2005
What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time." With this subtitle, Haig immediately sets himself up for lively disagreement concerning (a) the reasons for why certain brands fail and (b) his selection of the failures themselves. I value this book so highly because Haig (by assertion or implication) challenges his reader to examine her or his own current problems with branding. Frankly, his explanation of brand failure makes sense to me and all of the 100 failed brands he discusses serve seem worthy of examination. He identifies what he calls "the seven deadly sins of branding": amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. One or more is evident in each of the 100 brand failures on which he focuses.

Haig carefully organizes his material within ten chapters. It is easy enough for those who read this brief commentary to check out the Contents so I see no need to provide it. (Thanks Amazon!) He provides a "Lessons from...." section at the conclusion of most extended analyses. All of the usual suspects are discussed: New Coke, the Ford Edsel, Sony Betamax, McDonald's Arch DeLuxe, Campbell Soup (souper combo), Harley Davidson (perfume), Ben Gay (aspirin), Colgate (kitchen entrees). Pond's (toothpaste) in consumer products; as for dot.coms, Pets.com, VoicePod, and Excite@home. He even examines a number of PR fiascoes.

I take at least three lessons from Haig's book. First, even the largest organizations with the greatest resources (including some of the brightest people) can make bad brand decisions and sometimes repeat them with another failed attempt. Although they may be able to absorb or overcome such brand failure, almost all small organizations cannot. Second, that most brand failures result from launching a new product which encounters insufficient demand or marketing a current product for which demand is declining. Hence the importance of market research and especially of asking the customer. Ford did almost no research before introducing the Edsel nor did Coca-Cola before launching New Coke. Both line extensions were disasters. The overwhelming feedback from children surveyed indicated that they did not want Barbie's Ken to wear an earring but Mattel inserted one anyway. The third lesson is that the key to a brand's success (be it a product or service) is it authenticity. (You may prefer the word credibility.) Notice how intensively-hyped films may do well at the box office the first weekend but if they are duds, their sales tumble the following weekend and they are inevitably off the Top Ten list within a month or so, if not sooner. People are willing to try something new if they trust the provider. Lose that trust and there may never be an opportunity to re-earn it.

This is a lively, well-written, thought-provoking book. As I suggested earlier, its greatest value to each reader will be determined by what she or he has learned from Haig, and then, how much of that can be applied expeditiously and (more to the point) effectively.

Insightful!, 04 Jun 2004
New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there's not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. We recommend this book to idea people in marketing, technology, R & D and sales.

Asia's love affair with deluxe brands, 09 May 2008
Asia has fallen madly, deeply, hopelessly in love, and the objects of its affection are Louis Vuitton bags, Ferragamo shoes and Burberry trench coats with their instantly recognizable plaid lining. What spurred this region-wide obsession with luxury brands? Radha Chadha and Paul Husband analyze this socio-cultural phenomenon in an in-depth study of the "luxeplosion" reverberating throughout Asia. New money is upsetting old ways, allowing people to purchase their way up the status ladder. The practice of "gifting" and a cultural emphasis on conformity contribute to the craze. Chadha and Husband identify how the luxury mania took hold, country by country, and then explain how the luxury industry started and sustained this cult. Savvy marketers can use this information to plan how to penetrate the Asian market. The prose is lively, engaging and witty, elevating this marketing manual into the fun-to-read category. getAbstract enthusiastically recommends it to those with a passion for fashion, a curiosity about the Asian shoppers' psyche or an interest in entering the high-end Asian market.

Long on observation; very short on insight, 01 Mar 2007
It is obvious this is a well-researched book. There is a lot in terms of observations, examples and facts, but it is very thin on real solid conclusions and depth of insight. It feels like an outsider's litany of observations without any real understanding. The conclusions as they are sound superficial and simply opinionated; and the so-called models are what you might expect a fresh graduate trainee to come up with. The writing style and tone is pathetic - mostly gossipy and written with a breathlessness that often feels the authors are trying very hard to convince you of what they think. Metaphors are mixed, there is an overuse of extreme adjectives in almost every line and of the correctness of the English itself - the less said, the better. Is good for anyone looking for examples - but expect nothing more.

In Asia You Are What Your Wear, 12 Jan 2007
Couldn't agree more with Seth's review... including their spending overseas, Asians account for over half of the US$80 billion annual spending on luxury brands and this very readable tome gives excellent insight.
Chadha and Husband do a nice job, talking to people on the street throughout the continent about their spending habits as well as analysing the growth and development of the phenomenon. Essential reading for anyone trying to enter the Asian market.

Great overview of Asia market, 05 Jan 2007
Trying to make sense of the Asian luxury consumer isn't easy. Too many articles or books seem to lump countries together with sweeping generalisations. This book, which has been very thoroughly researched, gives you excellent insights into the differences between the markets, including Japan, Hong Kong, Taiwan, China, South Korea, Singapore, Malaysia, Thailand, Indonesia, The Philippines and India. It's the perfect introduction.

MANALO AND MANILA, 09 Nov 2006
First, some staggering statistics: 88% of Louis Vuitton's sales come from Japanese consumers. 50% of that from stores in Japan and 38% from Japanese tourists while traveling. Chadha and Husband have cobbled together a first rate book that puts Asia smack in the centre of luxuria. The book however is not a littany of stats alone. It traces Asia's historical linkages with luxury and does a powerful psychoanalysis of the Asian consumer. Showbuzz is the new buzz where what you wear and show says a lot about you. This is a fascinating piece of writing that is essential to anyone remotely linked with the business of luxury, which, incidentally is not a luxury any more.

Puts everything in place , 18 Feb 2008
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.

Straight forward and clear, 11 Jan 2008
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.

A classic book for any marketer for reference throughout ones career. A must have on the shelf.

Bill Chambers

Disappointing, 02 Aug 2007
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).

As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.

Probably the best business book I have read, 31 May 2007
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.

Blindingly obvious (after you've read it!), 19 Jan 2005
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.

Ok for Retail Businesses, 17 May 2006
Not impressed with this book as there is great emphasis placed on retail businesses. Many examples are drawn from Disney, Hard Rock Cafe and other American stores and doesn't seem to cross over into other industries/markets/services.

I have read both Building Experiences books by Colin Shaw and would highly recommend them both over this. (Also Jan Carlzon's Moments of truth is highly recommended).

How to Sell the Sizzle, 27 Dec 2005
Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. We recommend this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that's the point. For more information, please refer to Disney World.

A useful consideration of what we intuitively know, 10 Aug 1999
This is well crafted book and provides several examples to illustrate the points made. The book tends to sag towards the final three chapters. There are numerous messages one comes away. Highly recommended for business students and practitioners, specially in light of the new 'digital economy' taking shape.

Business as Performance Art. Yes!, 24 Jul 1999
As co-author of the cluetrain manifesto (www.cluetrain.com), I'm often asked by companies how they can implement the ideas we talk about. This book is a great place to start. Unfortunately, the listing here leaves out the subtitle: "Work Is Theatre & Every Business a Stage." That's what got to me. Acknowledging the role of serious play in serious commerce is long overdue, but The Experience Economy makes up for lost time. While most business books are little more than literary Sominex, this one will stretch your head in new dimensions. Even if you disagree with bits, it'll wake you, shake you, make you think.

At first, I was put off by the notion of the Internet as "the greatest force for commoditization known to man." This is only true when the net is seen as an extension of the broadcast model: think TV. But that's the wrong approach, as the authors later make clear: "Cyberspace is a great place for such experiences, but many businesses still don't get it. They're heading into the commoditization trap, trying to figure out how to better sell their company's goods and services over the World Wide Web, when in fact most individuals surf the Net for the experience itself."

E-commerce as performance art, I love it! So step right up, boys and girls, and get your ticket to the Pine & Gilmore Masque. The show's just about to begin!

The Most Disappointing HBS Book I've read in Years, 12 Jul 1999
It was painful getting through this book. Partly because of the content, but mainly because of the writing style of the authors. That aside, let's talk about why I didn't like the book. First, the economic arguments for the 'Experience Economy' were flimsy at best. It seemed to me they were overly selective in choosing their supporting arguments, mainly because they needed to make their work seem larger and more broadly applicable than it really is. Second, much of their 'new economy' is really just an as-yet-little-discussed market segment. And many of their groundbreaking ideas traditional (and fundamental) marketing. Third, I found the religious (sorry, world-view) over- and under-tones of the last two chapters almost insufferable. Quite frankly, for two authors who talk about the importance of customization and segmenting according to world-view, they should have known better than to discuss religion in the manner they chose. Don't get me wrong, the book did have some very interesting points. I found the 'work as stage'concept and the review of 'experience development' concepts fascinating and applicable. I cannot, however, recommend this book to you. If you want the critical insights, borrow it from someone who did buy it, and read Chapters 2,3,6, and 7. Oh, and mind the typos, a few of them happen at the WORST possible places (like the misdrawn table 5.2).

Lack of depth analysis, 21 Mar 2008
I got this book for my marketing assignment and I was more than dissapointed. It can be interesting for leisure reading, but certainly this is not more than that. Some failures are described in less than a few sentences, especially in culture failures, which doesn't explain anything. It lacks depth of analysis and I do agree that it seems like a clips from the newspaper. Just flashy titles...

Insightful - Absolutely Fantastic, 09 Jan 2008
Ignore Atuls review!!!

This is a fantastic book, I got it as a christmas present and couldn't put it down, it's an amazing and easy read. The stories are facinating and you find yourself asking how boardrooms of execs can make such stupid mistakes as the ones mentioned throughout the book, such as the lack of research when launching brands overseas!

Although some of the stories are known such as New Coke and Betamax the book goes into more detail explaining the how's and why's as well as the knock on effets these had on each company.

Clear structure and incredibly well written, can't wait to buy the follow up, Brand Royalty.

I agree with Atul's statement that it's not a marketing textbook simply because it's not supposed to be.

Successful Book about Brand Failures , 11 Mar 2007
A successful attempt at piecing together several stories of industry failures over the past decades - some of which are pretty familiar - the failure of New Coke, Betamax (as compared to the success of VHS), The L'Oreal Crap stick (or is it perfume stick ?) and the Chevy Nova (Nova meaning no-go in Spanish) are some of the examples. It is a good attempt to divide the failures into 'Idea Failures', 'PR Failures', 'Culture Failures' etc.
I was in the midst of my MBA when I read this book and it surely gave me an edge when doing my presentations. The book may be about Brand Failures but in itself it is a success

Fantastic, 29 Dec 2005
This is a fantastic read. Gives a brief but incisive view of differnt types of brand failure. Examples are well written and easy to read, and more importnatly easy to remember. If you ever needed any examples to quote this is a must buy

What can be learned from such failures?, 26 Sep 2005
What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time." With this subtitle, Haig immediately sets himself up for lively disagreement concerning (a) the reasons for why certain brands fail and (b) his selection of the failures themselves. I value this book so highly because Haig (by assertion or implication) challenges his reader to examine her or his own current problems with branding. Frankly, his explanation of brand failure makes sense to me and all of the 100 failed brands he discusses serve seem worthy of examination. He identifies what he calls "the seven deadly sins of branding": amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. One or more is evident in each of the 100 brand failures on which he focuses.

Haig carefully organizes his material within ten chapters. It is easy enough for those who read this brief commentary to check out the Contents so I see no need to provide it. (Thanks Amazon!) He provides a "Lessons from...." section at the conclusion of most extended analyses. All of the usual suspects are discussed: New Coke, the Ford Edsel, Sony Betamax, McDonald's Arch DeLuxe, Campbell Soup (souper combo), Harley Davidson (perfume), Ben Gay (aspirin), Colgate (kitchen entrees). Pond's (toothpaste) in consumer products; as for dot.coms, Pets.com, VoicePod, and Excite@home. He even examines a number of PR fiascoes.

I take at least three lessons from Haig's book. First, even the largest organizations with the greatest resources (including some of the brightest people) can make bad brand decisions and sometimes repeat them with another failed attempt. Although they may be able to absorb or overcome such brand failure, almost all small organizations cannot. Second, that most brand failures result from launching a new product which encounters insufficient demand or marketing a current product for which demand is declining. Hence the importance of market research and especially of asking the customer. Ford did almost no research before introducing the Edsel nor did Coca-Cola before launching New Coke. Both line extensions were disasters. The overwhelming feedback from children surveyed indicated that they did not want Barbie's Ken to wear an earring but Mattel inserted one anyway. The third lesson is that the key to a brand's success (be it a product or service) is it authenticity. (You may prefer the word credibility.) Notice how intensively-hyped films may do well at the box office the first weekend but if they are duds, their sales tumble the following weekend and they are inevitably off the Top Ten list within a month or so, if not sooner. People are willing to try something new if they trust the provider. Lose that trust and there may never be an opportunity to re-earn it.

This is a lively, well-written, thought-provoking book. As I suggested earlier, its greatest value to each reader will be determined by what she or he has learned from Haig, and then, how much of that can be applied expeditiously and (more to the point) effectively.

Insightful!, 04 Jun 2004
New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there's not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. We recommend this book to idea people in marketing, technology, R & D and sales.

Asia's love affair with deluxe brands, 09 May 2008
Asia has fallen madly, deeply, hopelessly in love, and the objects of its affection are Louis Vuitton bags, Ferragamo shoes and Burberry trench coats with their instantly recognizable plaid lining. What spurred this region-wide obsession with luxury brands? Radha Chadha and Paul Husband analyze this socio-cultural phenomenon in an in-depth study of the "luxeplosion" reverberating throughout Asia. New money is upsetting old ways, allowing people to purchase their way up the status ladder. The practice of "gifting" and a cultural emphasis on conformity contribute to the craze. Chadha and Husband identify how the luxury mania took hold, country by country, and then explain how the luxury industry started and sustained this cult. Savvy marketers can use this information to plan how to penetrate the Asian market. The prose is lively, engaging and witty, elevating this marketing manual into the fun-to-read category. getAbstract enthusiastically recommends it to those with a passion for fashion, a curiosity about the Asian shoppers' psyche or an interest in entering the high-end Asian market.

Long on observation; very short on insight, 01 Mar 2007
It is obvious this is a well-researched book. There is a lot in terms of observations, examples and facts, but it is very thin on real solid conclusions and depth of insight. It feels like an outsider's litany of observations without any real understanding. The conclusions as they are sound superficial and simply opinionated; and the so-called models are what you might expect a fresh graduate trainee to come up with. The writing style and tone is pathetic - mostly gossipy and written with a breathlessness that often feels the authors are trying very hard to convince you of what they think. Metaphors are mixed, there is an overuse of extreme adjectives in almost every line and of the correctness of the English itself - the less said, the better. Is good for anyone looking for examples - but expect nothing more.

In Asia You Are What Your Wear, 12 Jan 2007
Couldn't agree more with Seth's review... including their spending overseas, Asians account for over half of the US$80 billion annual spending on luxury brands and this very readable tome gives excellent insight.
Chadha and Husband do a nice job, talking to people on the street throughout the continent about their spending habits as well as analysing the growth and development of the phenomenon. Essential reading for anyone trying to enter the Asian market.

Great overview of Asia market, 05 Jan 2007
Trying to make sense of the Asian luxury consumer isn't easy. Too many articles or books seem to lump countries together with sweeping generalisations. This book, which has been very thoroughly researched, gives you excellent insights into the differences between the markets, including Japan, Hong Kong, Taiwan, China, South Korea, Singapore, Malaysia, Thailand, Indonesia, The Philippines and India. It's the perfect introduction.

MANALO AND MANILA, 09 Nov 2006
First, some staggering statistics: 88% of Louis Vuitton's sales come from Japanese consumers. 50% of that from stores in Japan and 38% from Japanese tourists while traveling. Chadha and Husband have cobbled together a first rate book that puts Asia smack in the centre of luxuria. The book however is not a littany of stats alone. It traces Asia's historical linkages with luxury and does a powerful psychoanalysis of the Asian consumer. Showbuzz is the new buzz where what you wear and show says a lot about you. This is a fascinating piece of writing that is essential to anyone remotely linked with the business of luxury, which, incidentally is not a luxury any more.

Excellent content and well-presented, if slightly short, 06 Jun 2008
As the name might suggest, this book is aimed at providing techniques and guidance in the realm of Product Management. Author Brian Lawley is well-placed to consider himself something of an expert in this field too, as he heads the 280 Group, a Product Management consulting, training and services company, and is former Chair of the very active Silicon Valley Product Management association. Armed with these credentials and a vast experience in technology companies, Lawley cherry-picks a few key facets of the role and puts them under the microscope, providing valuable insight for the rookie and and a healthy reminder for the die-hard product management professional.

Commendably, Lawley's approach is to keep things pretty simple, to spell out the goal of each section, and to talk the reader through each stage. Anyone new to the role will appreciate this as it provides a sensible context, but even those with some experience already will happily tolerate the tutor-style approach as it helps focus attention on the 'meat' of the chapter.

The chapters themselves are divided by PM topic. I have to admit here feeling a little underwhelmed by the lack of ground covered; four key topics are discussed (roadmaps, beta programs, launches and review programs), which is a little thin, (not unlike the book itself which is an extremely modest 90 pages or so) and suggests money will be demanded for the likely Volume 2 (and 3) that may fill the obvious vacuum. Of course that's only guess, nonetheless we find ourselves none the wiser after reading the book about important topics of the day such as Sales Education, Process and Enablement, Evangelism and Communication, Product Retirement, P&L, KPI's, Agile Methods and several others. This doesn't make what the book says any less valuable, but it might indicate that there is more to come. I for one would expect any further efforts to be equally useful.

Perhaps a couple of specific examples where Lawley's neat presentation style and peerless industry insight really prove the value of this book include the section on roadmap creation, where an 8 step process and some illustrations of'types of roadmap'were a real eye-opener in terms of both political positioning and operational best-practice; and also on the Beta programs, again the profile of the product and how it shapes the volume (and drop-out rate) of a market sample, was keenly observed and resonated very clearly with personal experience. I think there is a nugget of wisdom buried on every page and found myself nodding sagely and taken aback by raw insight in equal measures.

Lawley is an industry guru, of this there is no doubt. He sits up there with the leaders at Pragmatic Marketing, another PM and training organization. The discipline and scientific approach being proposed here is real-world based, sensible, pragmatic, but has a good level of formula and process about it too. The role of Product Manager needs to be flexible enough to handle the needs of a variety of stakeholders, and yet be sufficiently process driven as to establish credibility, transparency and auditability, just as any strategic business process should. Lawley helpfully prescribes some real sense in achieving that.

Puts everything in place , 18 Feb 2008
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today.
Obvious stuff in there that only makes it obvious once you've read it. Very easy to read but detailed enough to not leave you with unanswered questions.
Highly recommend to anyone really, small business, entreprenaur or just if you have a job anywhere!
Puts the commercial world nicely into perspective.

Straight forward and clear, 11 Jan 2008
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format.

A classic book for any marketer for reference throughout ones career. A must have on the shelf.

Bill Chambers

Disappointing, 02 Aug 2007
Having read the authors' "Marketing Warfare" and loved it, I was very much looking forward to this one. Unfortunately, while the core principle (find a unique position in your customers' mind) is sound, the book tries to spin this out over 200 pages. Each slight variation of this point is illustrated by five or six different examples, most of which are both US centric and now hugely out of date (don't just think pre-Internet, think pre-PC).

As a non-marketeer (I am studying marketing for my MBA), I found this book simplistic and of little value. If you are a professional marketeer I suspect this would be true for you too. On the plus side, it's an easy read - pleasant conversational style, pretty cheap and because of the lack of substance, it won't take you long to read.

Probably the best business book I have read, 31 May 2007
The authors write very clearly about the blindingly obvious. But like many obvious concepts businesses forget to apply them. The beginning of the book sets the scene nicely by saying that before the 4 P's (product, place, price and promotion) comes positioning. Once you have decided on the position you would like to own then the 4 P's all fall into place. Probably the best business book I have read.

Blindingly obvious (after you've read it!), 19 Jan 2005
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.

Ok for Retail Businesses, 17 May 2006
Not impressed with this book as there is great emphasis placed on retail businesses. Many examples are drawn from Disney, Hard Rock Cafe and other American stores and doesn't seem to cross over into other industries/markets/services.

I have read both Building Experiences books by Colin Shaw and would highly recommend them both over this. (Also Jan Carlzon's Moments of truth is highly recommended).

How to Sell the Sizzle, 27 Dec 2005
Authors B. Joseph Pine II and James H. Gilmore look at the ways that corporations create engaging experiences for their customers to boost sales. They amass examples that confirm the developing trend toward an "Experience Economy." Their premise is that the post-industrial economy has evolved beyond delivering commodities and services, and is now poised to deliver "experiences." These experiences can include everything from a meal at a theme restaurant to a Disneyland vacation. The premise is interesting, but before you hit the trend button, realize that this is not the first time marketers have courted customers with powerful retail experiences. However, it may be the first time sellers have used virtual reality and Hollywood-style animated props. This intellectually interesting book dares to be far out and to pursue the concept of engaging customers to its extremes. We recommend this book to business owners or marketers more as a theoretical introduction to the "Experience Economy" than as a marketing manual. If you feel intrigued and engaged, that's the point. For more information, please refer to Disney World.

A useful consideration of what we intuitively know, 10 Aug 1999
This is well crafted book and provides several examples to illustrate the points made. The book tends to sag towards the final three chapters. There are numerous messages one comes away. Highly recommended for business students and practitioners, specially in light of the new 'digital economy' taking shape.

Business as Performance Art. Yes!, 24 Jul 1999
As co-author of the cluetrain manifesto (www.cluetrain.com), I'm often asked by companies how they can implement the ideas we talk about. This book is a great place to start. Unfortunately, the listing here leaves out the subtitle: "Work Is Theatre & Every Business a Stage." That's what got to me. Acknowledging the role of serious play in serious commerce is long overdue, but The Experience Economy makes up for lost time. While most business books are little more than literary Sominex, this one will stretch your head in new dimensions. Even if you disagree with bits, it'll wake you, shake you, make you think.

At first, I was put off by the notion of the Internet as "the greatest force for commoditization known to man." This is only true when the net is seen as an extension of the broadcast model: think TV. But that's the wrong approach, as the authors later make clear: "Cyberspace is a great place for such experiences, but many businesses still don't get it. They're heading into the commoditization trap, trying to figure out how to better sell their company's goods and services over the World Wide Web, when in fact most individuals surf the Net for the experience itself."

E-commerce as performance art, I love it! So step right up, boys and girls, and get your ticket to the Pine & Gilmore Masque. The show's just about to begin!

The Most Disappointing HBS Book I've read in Years, 12 Jul 1999
It was painful getting through this book. Partly because of the content, but mainly because of the writing style of the authors. That aside, let's talk about why I didn't like the book. First, the economic arguments for the 'Experience Economy' were flimsy at best. It seemed to me they were overly selective in choosing their supporting arguments, mainly because they needed to make their work seem larger and more broadly applicable than it really is. Second, much of their 'new economy' is really just an as-yet-little-discussed market segment. And many of their groundbreaking ideas traditional (and fundamental) marketing. Third, I found the religious (sorry, world-view) over- and under-tones of the last two chapters almost insufferable. Quite frankly, for two authors who talk about the importance of customization and segmenting according to world-view, they should have known better than to discuss religion in the manner they chose. Don't get me wrong, the book did have some very interesting points. I found the 'work as stage'concept and the review of 'experience development' concepts fascinating and applicable. I cannot, however, recommend this book to you. If you want the critical insights, borrow it from someone who did buy it, and read Chapters 2,3,6, and 7. Oh, and mind the typos, a few of them happen at the WORST possible places (like the misdrawn table 5.2).

Lack of depth analysis, 21 Mar 2008
I got this book for my marketing assignment and I was more than dissapointed. It can be interesting for leisure reading, but certainly this is not more than that. Some failures are described in less than a few sentences, especially in culture failures, which doesn't explain anything. It lacks depth of analysis and I do agree that it seems like a clips from the newspaper. Just flashy titles...

Insightful - Absolutely Fantastic, 09 Jan 2008
Ignore Atuls review!!!

This is a fantastic book, I got it as a christmas present and couldn't put it down, it's an amazing and easy read. The stories are facinating and you find yourself asking how boardrooms of execs can make such stupid mistakes as the ones mentioned throughout the book, such as the lack of research when launching brands overseas!

Although some of the stories are known such as New Coke and Betamax the book goes into more detail explaining the how's and why's as well as the knock on effets these had on each company.

Clear structure and incredibly well written, can't wait to buy the follow up, Brand Royalty.

I agree with Atul's statement that it's not a marketing textbook simply because it's not supposed to be.

Successful Book about Brand Failures , 11 Mar 2007
A successful attempt at piecing together several stories of industry failures over the past decades - some of which are pretty familiar - the failure of New Coke, Betamax (as compared to the success of VHS), The L'Oreal Crap stick (or is it perfume stick ?) and the Chevy Nova (Nova meaning no-go in Spanish) are some of the examples. It is a good attempt to divide the failures into 'Idea Failures', 'PR Failures', 'Culture Failures' etc.
I was in the midst of my MBA when I read this book and it surely gave me an edge when doing my presentations. The book may be about Brand Failures but in itself it is a success

Fantastic, 29 Dec 2005
This is a fantastic read. Gives a brief but incisive view of differnt types of brand failure. Examples are well written and easy to read, and more importnatly easy to remember. If you ever needed any examples to quote this is a must buy

What can be learned from such failures?, 26 Sep 2005
What we have here in this especially interesting as well as informative book is Haig's version of "the truth about the 100 biggest branding mistakes of all time." With this subtitle, Haig immediately sets himself up for lively disagreement concerning (a) the reasons for why certain brands fail and (b) his selection of the failures themselves. I value this book so highly because Haig (by assertion or implication) challenges his reader to examine her or his own current problems with branding. Frankly, his explanation of brand failure makes sense to me and all of the 100 failed brands he discusses serve seem worthy of examination. He identifies what he calls "the seven deadly sins of branding": amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. One or more is evident in each of the 100 brand failures on which he focuses.

Haig carefully organizes his material within ten chapters. It is easy enough for those who read this brief commentary to check out the Contents so I see no need to provide it. (Thanks Amazon!) He provides a "Lessons from...." section at the conclusion of most extended analyses. All of the usual suspects are discussed: New Coke, the Ford Edsel, Sony Betamax, McDonald's Arch DeLuxe, Campbell Soup (souper combo), Harley Davidson (perfume), Ben Gay (aspirin), Colgate (kitchen entrees). Pond's (toothpaste) in consumer products; as for dot.coms, Pets.com, VoicePod, and Excite@home. He even examines a number of PR fiascoes.

I take at least three lessons from Haig's book. First, even the largest organizations with the greatest resources (including some of the brightest people) can make bad brand decisions and sometimes repeat them with another failed attempt. Although they may be able to absorb or overcome such brand failure, almost all small organizations cannot. Second, that most brand failures result from launching a new product which encounters insufficient demand or marketing a current product for which demand is declining. Hence the importance of market research and especially of asking the customer. Ford did almost no research before introducing the Edsel nor did Coca-Cola before launching New Coke. Both line extensions were disasters. The overwhelming feedback from children surveyed indicated that they did not want Barbie's Ken to wear an earring but Mattel inserted one anyway. The third lesson is that the key to a brand's success (be it a product or service) is it authenticity. (You may prefer the word credibility.) Notice how intensively-hyped films may do well at the box office the first weekend but if they are duds, their sales tumble the following weekend and they are inevitably off the Top Ten list within a month or so, if not sooner. People are willing to try something new if they trust the provider. Lose that trust and there may never be an opportunity to re-earn it.

This is a lively, well-written, thought-provoking book. As I suggested earlier, its greatest value to each reader will be determined by what she or he has learned from Haig, and then, how much of that can be applied expeditiously and (more to the point) effectively.

Insightful!, 04 Jun 2004
New products accelerate consumerism and a truly innovative launch can re-ignite corporate balance sheets, but new product attrition is high. For every seven new product ideas floated, about four enter development, one and a half are launched and only one succeeds (25% to 45% of new products flop). Yet intrepid corporations innovate and live to recount their tales to happy shareholders. The book presents every conceivable detail of the launch process - evaluation, management, best practices, game plans and even the seemingly impossible, incorporating new ideas into corporate thinking. So, what are the shortcomings? Well, there's not enough service industry info and there is too much redundancy. Processes are listed, sub-processes are listed and sub-sub-processes, until the reader gets lost in lists and stages. Still, if you retain the energy to try, this book provides the theoretical and operational framework for launching new products. All you need is that billion dollar idea. We recommend this book to idea people in marketing, technology, R & D and sales.

Asia's love affair with deluxe brands, 09 May 2008
Asia has fallen madly, deeply, hopelessly in love, and the objects of its affection are Louis Vuitton bags, Ferragamo shoes and Burberry trench coats with their instantly recognizable plaid lining. What spurred this region-wide obsession with luxury brands? Radha Chadha and Paul Husband analyze this socio-cultural phenomenon in an in-depth study of the "luxeplosion" reverberating throughout Asia. New money is upsetting old ways, allowing people to purchase their way up the status ladder. The practice of "gifting" and a cultural emphasis on conformity contribute to the craze. Chadha and Husband identify how the luxury mania took hold, country by country, and then explain how the luxury industry started and sustained this cult. Savvy marketers can use this information to plan how to penetrate the Asian market. The prose is lively, enga