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Six Rules for Brand Revitalization: Learn How Companies Like McDonald' Can Re-Energize Their Brands

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Six Rules for Brand Revitalization: Learn How Companies Like McDonald' Can Re-Energize Their Brands


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Reinvigorate any brand: a practical, start-to-finish blueprint from the marketers who revitalized McDonald's!

  • Powerful rules for strengthening your brand's promise, relevance, and value- and all the insights and techniques you need to execute on them.
  • Specific do's and don'ts for recreating your brand experiences around the true needs of your customers.
  • Create a plan to win that aligns the entire organization to get the right results the right way.
  • Description

    • Copyright 2009
    • Dimensions: 6" x 9"
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-604331-3
    • ISBN-13: 978-0-13-604331-7

    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...

    • Refocus Your Entire Organization
    • Restore Your Brand’s Relevance
    • Reinvent Your Brand Experience
    • Reinforce an End-to-End “Results Culture”
    • Rebuild Brand Trust
    • Realize Global Alignment

    Sample Content

    Online Sample Chapter

    Brand Revitalization: Background to the Turnaround at McDonald's

    Sample Pages

    Download the sample pages (includes Chapter 1 and Index)

    Table of Contents

    Acknowledgments   xiii

    About the Authors  xv

    Preface  xvii

    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

    Index   207

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