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Genre: Business, Marketing, Case Studies, Strategy
Ratings: ⭐⭐⭐⭐☆ (4/5)

Book Review:
This book is a fascinating and insightful collection of marketing case studies that prove failure is often just the first step toward a groundbreaking success. Michael Gershman delves into the remarkable second acts of famous products, showing how companies used clever repositioning, rebranding, and ''remarketing'' to turn flops into market leaders.

The book is packed with classic examples: how Marlboro transformed from a women's cigarette into a masculine icon, how 7-Up's ''Bib-Label Lithiated Lemon-Lime Soda'' became a crisp, clear alternative, and how persistence and a new perspective helped companies like 3M and Timex turn ''lemons'' into lemonade.

It’s a must-read for marketers, entrepreneurs, and business students. The central lesson is powerful and practical: if you can't win on the original battlefield, change it. By focusing on the mindset of the consumer, this book provides a masterclass in the art of positioning and the resilient thinking required to get it right—even if it takes a second try.