Haig, a writer and journalist who has written other books on brands, profiles 100 of the most successful international companies and their formulas. He illustrates examples of the broad nature of bran
What do Coca-Cola, McDonald's, IBM, Microsoft, and Virgin have in common? They are all global giants, but what they are less recognized for are the branded products they've launched th
It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at gre
