There is a place called The Museum of Failure and as the Failure Report noted, “The Museum of Failure is a collection of failed products from the United States and worldwide. They have exhibited everywhere from Sweden to Shanghai. Most products and startups fail, unfortunately, and the museum showcases these failures to provide “a fascinating learning experience.” Every item gives a unique insight into the risky business of innovation. The goal of this kitschy museum is to stimulate productive discussion about failure and consider the possibility of risk.”

The exhibit is making the rounds globally and is in New York until May.

Crystal Pepsi, anyone? Pass.

Lemon Oreos? Or how about Swedish Fish Oreos? Noticed that neither is on a supermarket shelf near you?

Ever thought that Colgate Beef Lasagna might become a hit? Some product genius evidently did, but the consensus was: Do not pass go. Do not collect $200.

We all know that tech is far from immune to its share of duds – including the Big Guys. As successful as Google/Alphabet is, let’s not forget its graveyard of failed products and the fact that every foray into social that Google tried has been a failure, what to speak of Google Glass, which quickly spawned the term ‘glassholes,’ which is what Glass wearers looked like. But wait! There’s more: The 30 Biggest Failed Google Products Up To 2023. Not that Apple was immune from turning out its share of less-than-stellar products: Top 20 Biggest Failed Products of Apple That Apple Wants You to Forget

There are definitely lessons to be learned here, not the least of which is know your audience, and know your market, especially once you’ve achieved strong brand awareness. When you think ‘Colgate,” beef lasagna does not spring to mind, but what does? Don’t tell us you didn’t wonder if the damn thing wouldn’t have at least a lingering taste of toothpaste. Might be all in your head, but that’s all it takes.

Speaking of knowing your audience, a well-known brand recently decided to shed its ‘fratty’ image and brought on a spokesperson who was an about face from its usual customer base and to say that it didn’t quite work out is an understatement: the company lost $8B in market value in the last few weeks – and counting. Even their signature Clydesdales – ordinarily a huge draw at events and yet another marketing outlet – were no longer welcomed.

Know your customers, and if you’re a top brand, seems that the marketing may be working. Why Google believed that consumers might think it fashionable to walk looking like the Borg re Google Glass is anyone’s guess. Seems that ‘fratty’ image was working for that once popular brand. As it stands, and with all due respect to the Clydesdale’s, a 180 degree turn from a working strategy/marketing plan, may well leave you looking like the horse’s ass. Onward and forward.