UK & European users

Matt Haig's follow-up to his entertaining Brand Failures looks at those brands which got it right by having a clear vision of what they wanted to be. Brands are divided into sub-groups such as innovators (Sony, L'Oreal, Mercedes, Nescafe), pioneers (Kellogg's, Colgate, Ford, Gillette), status brands (Rolex, Vuitton, Moet, Tiffany), people brands (Oprah, J Lo, Beckham), and so on. Haig covers more than 100 products in all, providing a brief overview of each and suggesting the reasons for its success. Inevitably, it's not quite as enjoyable as the failures he covered in the first book - let's face it, it's always more fun to gloat that to admire - but these lessons are arguably more instructive. An important addition to any marketing bookshelf.

Added 2nd February 2006