Getting It Right The Second Time

Life Savers were once the laughingstock of the candy industry; Wisk was just another liquid detergent before "ring around the collar"; 7-Up was a failed tummy-tamer for babies before becoming the "UnCola." GETTING IT RIGHT THE SECOND TIME introduces the concept of "remarketing" to explain the dramatic transformations of these and forty-six other marketing failures into some of our best-known brands and products. Full of entertaining anecdotes, hands-on inspiration, and the wisdom of some of the great marketing wizards of the century, GETTING IT RIGHT THE SECOND TIME presents strategies for getting it right despite the odds with an essential marketing lesson highlighting each one of its quintessentially American success stories.