PrintNumber	ErrorLocation	Error	Correction	DateAdded
1	piii	Add: “This is an emotional, dramatic, and true story that captures how a handful of aggressive, fiercely passionate leaders were able to turn the gigantic global ship of McDonalds around, and set her on the brilliant course she sails so smoothly today. It was truly miraculous. I know, I was there.” —Cheryl Berman, Chairman Emeritus, Leo Burnett USA	fixed	3/4/2009
1	p5	McDonald’s failed to continuously improve its brand experience by ignoring these three criticalities: renovation, innovation, and marketing, Instead, McDonald’s focused on cost reduction instead of quality growth of the top line.	McDonald’s failed to continuously improve its brand experience by ignoring these three criticalities: renovation, innovation, and marketing. McDonald’s focused on cost reduction instead of quality growth of the top line.	3/4/2009
1	p13	For example, consider just these simple products such as the yogurt parfait or fries: • Yogurt parfait—Plastic cup, plastic lid, spoon, napkin, granola packet, yogurt, and fruit. One size; seven items. • Fries—Potatoes, salt, red fry box (three sizes), napkin, ketchup. Three sizes; five items.	For example, consider a simple product such as the famous fries: • Fries—Potatoes, salt, red fry box (three sizes), napkin, ketchup. Three sizes; five items.	3/4/2009
1	p27	Brand Power is another critical construct for brand managers.	delete sentence	3/4/2009
1	p34	Rules require actions.	delete sentence	3/4/2009
1	p53	You need to earn the right to continue to grow.	You need to earn the right to grow.	3/4/2009
1	p57	Don’t extrapolate the present—This is the future world; it may be different from where you are today.	Don’t extrapolate the present—This is about the future world; it may be different from where you are today.	3/4/2009
1	p59	But increasingly trust is becoming critical as a driver of purchase intent.	But increasingly trust is also becoming critical as a driver of purchase intent.	3/4/2009
1	p92			3/4/2009
1	p96	To do this, we understood that we had to earn and re-earn our hospitality reputation every day, one customer at a time, 47 million times a day.	To do this, we understood that we had to earn and re-earn our hospitality reputation every day, one customer at a time, 50 million times a day.	3/4/2009
1	p97	So, as part of brand revitalization, we (global marketing) worked with Rich Floersch (human resources) to reinvent the McDonald’s “on-boarding” experience.	So, as part of brand revitalization, we (leadership marketing) worked with Rich Floersch (human resources) to reinvent the McDonald’s “on-boarding” experience.	3/4/2009
1	p102	I spoke at the first-ever McDonald’s global conference for store managers that took place in Sydney in 2004, attended by store managers from 37 countries.	I participated in the first-ever McDonald’s global conference for store managers that took place in Sydney in 2004, attended by store managers from 37 countries.	3/4/2009
1	p104	Improving the taste of the burger through new seasoning and improved cooking and holding procedures	Improving the taste of the burger through improved seasoning and improved cooking and holding procedures	3/4/2009
1	p183	As you can imagine, for a huge brand marketed in more than 100 countries with 47 million customers per day, focus is not easy to achieve.	As you can imagine, for a huge brand marketed in more than 100 countries with 50 million customers per day, focus is not easy to achieve.	3/4/2009
1	p183	Freedom Within a Framework was criticized for providing boundaries that were described as limiting.	Freedom Within a Framework was criticized for providing boundaries that were described as limiting.	3/4/2009
1	p192	And what is the overarching goal of the brand?”	And what is the overarching goal of the brand?” Promise is our contract with our customers.	3/4/2009
1	p195	add additional bullet: • Conduct additional consumer reseach, if necessary	fixed	3/24/2009