f you believe that innovation is a way to help your brands grow, think again. You do not want to risk yourself like these brands

COLGATE-COLGATE PACKAGED MEALS

Inspired by the success rate of Lunchables or the static number of brand extensions, Colgate in 1983 came up with a new product ‘Colgate entrees’. Colgate entrees were a range of frozen products which not only failed to hit the limelight but also were capable of pulling down the sales of the brand to a considerable number. With the original brand being positioned as a product for oral hygiene, a little bit of research on brand extension would have saved the brand a lot of money.

COCA COLA-THE NEW COKE

In a desperate attempt to curb the rising demand for Pepsi products among young generation, coke in1985 came up with a new product ‘new coke’. The taste of the new cola was claimed to be ‘smoother, rounder yet bolder’ than the original version. Even though the product did get a great entry into the market, it didn’t stay for a long time. Causes of the failure of the new product can be attributed to the brand trying to change the entire ‘taste’ of coca –cola at once.

FORD-EDSEL

When ford introduced Edsel into the market on the ‘E- day’ in 1957, it was successful in creating a lot of curiosity in the air. Even though Edsel had some excellent innovation such as ‘rolling dome’ speedometer and its ‘teletouch’ transmission shifting system, a vacuum was felt in many areas of marketing. Edsel was released with a sky scoring price when America was having a recession period moreover the look of the vehicle failed to appeal to the eyes of the customers who found it more similar to something sucking on a lemon.

Looking at some of the greatest brand failures, it can help gain some insights on what NOT to do when thinking of creating a brand and/or introducing a brand. Lot of market research, studies and audience generation is needed to create a lasting brand.