Brand autopsies
Famous brands don't usually die from one bad decision. They die from a string of them that nobody questioned at the time. Each autopsy looks at what really went wrong, and what marketers can take from it.
Google Glass Brand Autopsy: What Really Killed Google Glass?
Google Glass launched with a skydiving stunt and a $1,500 price in 2013, then became a punchline. Privacy got the blame, but the real problem was simpler.
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Vine Brand Autopsy: What Really Killed Vine?
Vine claimed 200 million users and created the short-form video star. Twitter shut it down in 2016. Six seconds wasn't the problem. Losing creators was.
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Commodore Brand Autopsy: What Really Killed Commodore?
Commodore sold millions of C64s, the best-selling single computer model ever, then went bankrupt in 1994. The Amiga was brilliant. So what went so wrong?
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Nokia Brand Autopsy: What Really Killed Nokia's Phone Empire?
In 2007 Nokia sold about 40% of the world's phones. By 2013 it sold the whole business to Microsoft. Everyone blames the iPhone, but it wasn't that simple.
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Netscape Brand Autopsy: What Really Killed Netscape?
Netscape owned roughly 90% of the web in 1995 and sold to AOL for $4.2 billion in 1998. Microsoft gets the blame. The real killer was much closer to home.
Read the autopsy →Also see: Marketing Case Studies and Marketing Frameworks.