Six Rules for Brand Revitalization
Learn How Companies Like McDonald' Can Re-Energize Their Brands
Published on 12. March 2009
Book
Hardback
240 pages
978-0-13-604331-7 (ISBN)
Description
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 (R). 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
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
Reviews / Votes
"Six Rules for Brand Revitalization is a very good book, and I recommend it for any marketing professional who works in the field of branding. There are many books like it on the shelves but its unique story about McDonald's makes it stand out, and Light does a great job translating his personal success into principles and rules that anyone can apply to branding situations of any kind." (Designorati, 2/16/2009)More details
Language
English
Place of publication
Upper Saddle River
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 237 mm
Width: 161 mm
Thickness: 20 mm
Weight
460 gr
ISBN-13
978-0-13-604331-7 (9780136043317)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Larry Light | Joan Kiddon
Six Rules of Brand Revitalization, Second Edition
Learn the Most Common Branding Mistakes and How to Avoid Them
Book
04/2016
2nd Edition
Pearson FT Press
€37.50
Article exhausted; check different version
Persons
Larry Light is CEO of Arcature LLC, a leading global brand consultant. He served as Global Chief Marketing Officer for McDonald's during 2002-2005, the crucial years of its marketing turnaround. Working with organizations ranging from Nissan, 3M, to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building brands for enduring profitable growth. Light was formerly Executive Vice-President at BBDO, responsible for market research and media; Chairman and CEO of the international division of Bates Worldwide; and a member of Bates' Board of Directors.
Joan Kiddon is President, COO of Arcature LLC. She consulted on McDonald's key strategic projects during the brand turnaround. Kiddon began her marketing career at BBDO in New York, moving to BBDO/West in Los Angeles where she was the Director of Market Research. After several years as an independent consultant, she joined Arcature LLC in 1991.
Joan Kiddon is President, COO of Arcature LLC. She consulted on McDonald's key strategic projects during the brand turnaround. Kiddon began her marketing career at BBDO in New York, moving to BBDO/West in Los Angeles where she was the Director of Market Research. After several years as an independent consultant, she joined Arcature LLC in 1991.
Content
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
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