Brief Summary In the late 1990s, web portal Excite had the chance to acquire Google’s search technology for under $1 million. Excite’s executives, however, worried that Google’s superior search would cause users to leave the Excite site faster, hurting ad revenues. Believing the new search wasn’t significantly better than their own, Excite walked away from the deal. In hindsight, this decision, essentially passing on Google, is often cited as one of the worst business mistakes in tech history. Google went on to become a trillion-dollar giant, while Excite faded into obscurity. Company Involved Excite was once a leading internet search

Brief Summary Clayton Christensen and his team helped a fast-food chain discover that morning commuters were “hiring” milkshakes to make their boring drives more engaging and stave off hunger, while afternoon customers wanted something different. By reshaping the product based on those distinct “jobs,” the brand significantly grew sales and set a new standard for product positioning. Company Involved McDonald’s Marketing Topic Public Reaction or Consequences Customers noticed a more satisfying morning shake, but what made waves was the shift in corporate thinking: moving from demographic-based design to a deep focus on customers’ real-life contexts. Why It Matters Today Recognizing

Brief Summary In the late 1960s, 7‑Up broke away from cola conventions with its iconic “Uncola” campaign. Instead of competing directly with Coke or Pepsi, it embraced bold visuals, countercultural vibes, and clever messaging to position itself as the alternative choice — ultimately boosting sales and brand identity. Company Involved 7‑Up Marketing Topic Public Reaction or Consequences The campaign struck a chord amid youth rebellion and counterculture movements. Sales reportedly jumped by as much as 30 to 56 percent following the launch. However, by the 1990s, the campaign’s youthful edge aged, prompting a rebrand in 1998. Why It Matters Today

Brief Summary In 1982, seven people in Chicago tragically died after taking cyanide‑laced Tylenol capsules. Johnson & Johnson responded with a full national recall, transparent communication, and tamper‑resistant packaging. Their swift, consumer‑first action restored trust and created a crisis management blueprint. Company Involved Johnson & Johnson Marketing Topic Public Reaction or Consequences The public panicked, sales plunged, and media coverage was intense. J&J’s immediate recall, hotline support, and CEO James Burke’s on‑camera presence earned widespread praise. They sacrificed over $100 million but regained market share within a year. Why It Matters Today 3 Takeaways Notable Quotes and Data Full Case Narrative In late September 1982, seven

Brief Summary In the 1970s, a customer returned a set of used tires to a Nordstrom store in Fairbanks, Alaska. The store accepted the return, even though Nordstrom never sold tires, because the location used to be a different retailer. This story became part of Nordstrom’s brand legend, representing exceptional service. However, it also highlights the importance of boundaries in customer experience strategies. Company Involved Nordstrom Marketing Topic Public Reaction or Consequences The story spread through business books, service training programs, and company folklore. Many praised Nordstrom for putting the customer first. The tire itself is displayed in Nordstrom’s flagship

Brief Summary In April 1985 Coca‑Cola replaced its original formula with a sweeter version known as New Coke. The change aimed to regain market share from Pepsi, which had been gaining ground in blind taste tests and consumer preference. Although the new formula initially tested well, the public reaction was overwhelmingly negative. After just 79 days, Coca‑Cola brought back the original recipe as Coca‑Cola Classic. This incident is now widely cited as one of the most significant lessons in brand loyalty and the emotional attachment consumers have to legacy products. Company Involved The Coca‑Cola Company Marketing Topic Product Positioning, Brand