Anyone with a professional interest or involvement in brand management should read this book.” Anthony Di Benedetto, Professor of Marketing, Temple University, Journal of Consumer Marketing ‘You learn more from failure than you can from success. Matt Haig’s new book is a goldmine of helpful how-not-to advice which you ignore at your own peril.’ LAURA RIES, President, Ries & Ries, marketing strategists, and bestselling co-author of The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding ‘I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today’s Andersen and Enron. A must-buy for marketers.’ PETER DOYLE, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick ‘If you are responsible for your brand, read this book. It might just be the best investment that you will ever make!’ SHAUN SMITH, Senior Vice President of Forum, a division of FT Knowledge, and author of Uncommon Practice ‘Every marketer will read this with both pleasure and profit. Some of the stories are really enjoyable but the lessons are deadly serious. Read it, enjoy it, learn from it.’ PATRICK BARWISE, Professor of Management and Marketing, London Business School ‘I highly recommend his book to everyone responsible for brand creation, development and management.’ DR PAUL TEMPORAL, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management ‘makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.’ Marketing ‘Splendid advice’ The Daily Focus (Korea) ‘Read it’ Sports Today (Korea)

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