Managing Brand Transgressions: 8 Principles to Transform Your Brand
Author: S P Jain & S S Jain
Publisher: De Gruyter
Pages: 195
Price: Rs 2,741
‘Success has many fathers but failure is an orphan’ is a quote attributed to many including President John F Kennedy. In a similar vein, there are many books about brand successes but very few on brand failures or brand “transgressions”. One of the books I managed to read many years ago, Brand Failures by Matt Haig, lists 100 biggest branding mistakes, nicely categorised as PR failures, culture failures, extension failures and so on.
