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Are you responsible for reinvigorating your brand to achieve enduring profitable growth? Or for keeping your still-strong brand from fading in relevance and value? This extraordinary book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global Chief Marketing Officer who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and coauthor Joan Kiddon illuminate their blueprint with specific examples from McDonald’s experience, offering detailed “dos” and “don’ts” for everything from market segmentation to R&D to executive leadership. You’ll discover how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on a profound knowledge of your customers...and reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Light and Kiddon reveal how to define and measure progress, rebuild brand trust within and outside the organization, create a “plan to win,” and execute on it!
Revitalize your brand, in six steps! Learn how to...
About the Authors xv
Introduction to the Rules and the Rules-Based Practices 1
Chapter 1 Background to the Turnaround 3
Chapter 2 The Six Rules of Revitalization 31
Chapter 3 Rule #1: Refocus the Organization 41
Chapter 4 Rule #2: Restore Brand Relevance 59
Chapter 5 Rule #3: Reinvent the Brand Experience 89
Chapter 6 Rule #4: Reinforce a Results Culture 143
Chapter 7 Rule #5: Rebuild Brand Trust 161
Chapter 8 Rule #6: Realize Global Alignment 181
Chapter 9 Realizing Global Alignment: Creating a Plan to Win 189
Chapter 10 Do the Six Rules of Revitalization Work? 201