Home > Store

Branding Strategies for Success (Collection)

Register your product to gain access to bonus material or receive a coupon.

Branding Strategies for Success (Collection)

eBook (Watermarked)

  • Your Price: $64.79
  • List Price: $80.99
  • About Watermarked eBooks
  • This PDF will be accessible from your Account page after purchase and requires the free Adobe® Reader® software to read it.

    The eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

    Watermarked eBook FAQ


  • Copyright 2009
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-303901-3
  • ISBN-13: 978-0-13-303901-6

3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them!

In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history’s most successful brand revitalizations: the reinvigoration of McDonald’s®. Drawing on that experience, the authors introduce a systematic blueprint for resurrecting any brand, and driving it to unprecedented success. Learn how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on profound knowledge of your customers... leverage innovation to reinvent your total brand experience… create a “plan to win,” and execute on it. The Truth About Creating Brands People Love reveals 51 bite-size, easy-to-use techniques for building great brands, and keeping them great. Learn powerful truths about positioning brands and developing brand meaning; using brands to drive corporate profits; managing advertising, pricing, and segmentation, and much more. Finally, What’s Your Story?: Storytelling to Move Markets, Audiences, People and Brands shows how to leverage the universal human activity of storytelling: your most powerful, most underutilized tool for competitive advantage. Legendary business thinkers Ryan Mathews and Watts Wacker help you take control of the stories your business tells, make them believable and unforgettable, make them move your customers to act!

From world-renowned leaders and experts, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker

Sample Content

Table of Contents

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

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

The Truth About Creating Brands People Love

Preface    ix

Truth 1  Managing brands is not common sense    1

Truth 2  No one loves your brand as much as you love it    5

Truth 3  The brand is not owned by marketing; everyone owns it    9

Truth 4  Making more by doing less    13

Truth 5  Does your brand keep its promise?    17

Truth 6  Price is the communication of the value of your brand    21

Truth 7  Brand personality is the emotional connection with your brand    25

Truth 8  Does your sales force know the difference between a product and a brand?    29

Truth 9  Beware of the discounting minefield    33

Truth 10  Packaging protects your product; great packaging protects your brand    37

Truth 11  Brand management is association management    41

Truth 12  The retail experience is the brand experience    45

Truth 13  Corporate ego: Danger ahead    49

Truth 14  Brand metrics: Best measure of success?    53

Truth 15  Customer complaints are a treasure    57

Truth 16  Brand stewardship begins at home    61

Truth 17  Market share doesn’t matter    65

Truth 18  Avoid the most common segmentation mistake    69

Truth 19  Public relations and damage control: The defining moment    73

Truth 20  Focus equals simplicity    77

Truth 21  Marketing is courtship, not combat    81

Truth 22  Don’t sacrifice brand focus for sales    85

Truth 23  The medium is not the message; the message is the message    89

Truth 24  Brand development and the small business    93

Truth 25  Imitation is an ineffective form of flattery    97

Truth 26  Positioning lives in the mind of your target customer    101

Truth 27  The value of brand loyalty    105

Truth 28  Quality is not an effective branding message    109

Truth 29  Effective use of celebrity endorsers: The fit’s the thing    113

Truth 30  Brand-building consumer promotion    117

Truth 31  Advertising built for the long run    121

Truth 32  A service brand is a personal brand    125

Truth 33  Is your brand the best at something? If so, be satisfied    129

Truth 34  Great positionings are enduring    133

Truth 35  Effective branding begins with the name    137

Truth 36  Your brand makes your company powerful, not the other way around    141

Truth 37  Be consistent but not complacent    145

Truth 38  Is your brand different? If not, why will someone buy it?    149

Truth 39  The three M’s of taglines: Meaningful, motivating, and memorable

Truth 40  Customer service is the touch point of your brand     157

Truth 41  Smaller targets are easier to hit     161

Truth 42  Beware of the allure of brand extensions     165

Truth 43  Keep advertising simple, but not simplistic    169

Truth 44  It’s a long walk from the focus group room to the cash register    173

Truth 45  Repositioning can be a fool’s chase    177

Truth 46  With advertising, don’t expect too much    181

Truth 47  Don’t let testing override judgment    185

Truth 48  Effective advertising is 90% what you say, 10% how you say it    189

Truth 49  Compromise can destroy a brand    193

Truth 50  Don’t let the pizazz outshine the brand    197

Truth 51  There are no commodity products, only commodity thinking    201

References    205

Acknowledgments    209

About the Authors    211

What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands

Introduction    1

1  The Story of Stories    5

2  Truth Stories Versus True Stories    17

3  The 10 Functions of Storytelling    26

4  The Abolition of Context    38

5  Who Owns Your Brand?    45

6  Five Critical Story Themes    66

7  Five Stages of Business Evolution    83

8  Applied Storytelling 101: Industries    98

9  Applied Storytelling 101: The Corporation    112

10  Applied Storytelling 101: The Brand    132

11  Applied Storytelling 101: The Individual    154

12  The Storyteller’s Toolbox    168

Epilogue  A New Story for a New Century    185

Endnotes    189


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020