Six Rules of Brand Revitalization
Learn the Most Common Branding Mistakes and How to Avoid Them
2nd Edition
Published on 8. February 2016
256 pages
978-0-13-450795-8 (ISBN)
Description
The full text downloaded to your computer
With eBooks you can:
search for key concepts, words and phrases
make highlights and notes as you study
share your notes with friends
eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.
Upon purchase, you'll gain instant access to this eBook.
Time limit
The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, presents an intensely practical blueprint for resurrecting or revitalising any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organisation around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value.
Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergise them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organisation, create a "plan to win," and execute on it!
With eBooks you can:
search for key concepts, words and phrases
make highlights and notes as you study
share your notes with friends
eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.
Upon purchase, you'll gain instant access to this eBook.
Time limit
The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, presents an intensely practical blueprint for resurrecting or revitalising any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organisation around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value.
Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergise them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organisation, create a "plan to win," and execute on it!
More details
Edition
2nd edition
Language
English
Place of publication
NJ
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
ISBN-13
978-0-13-450795-8 (9780134507958)
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
Additional 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
€38.00
Article exhausted; check different version
Persons
Larry Light is the Chairman and CEO of Arcature. Larry was Global CMO of McDonald's from 2002 to 2005. More recently, as the interim Global Chief Brands Officer of IHG from 2011 to 2013, Larry led global organizational and marketing process change to increase the effectiveness of IHG's global and local marketing. Light was formerly the Executive Vice President at BBDO and was Chairman and CEO of the international division of Bates Worldwide and was also a member of the Bates' Board of Directors. In 2004, BrandWeek selected Larry as one of the top ten marketers of the year and McDonald's won "Marketer of the Year" from Advertising Age. In its report on Best Marketers of the Decade, AdWeek reported that "Larry Light, who turned around McDonald's as CMO from 2002 to 2005 finished second to Steve Jobs.
Joan Kiddon is President and COO of Arcature. Joan began her career in 1976 as a market researcher at BBDO Worldwide in New York. In 1978, she moved into Account Management. She was the head of marketing and market research for BBDO West, Los Angeles, from 1980 until 1986. In 1990, she joined Arcature. Joan consulted to McDonald's during its brand turnaround from 2002 until 2005. Kiddon with Light consulted to IHG from 2010 to 2014.
Joan Kiddon is President and COO of Arcature. Joan began her career in 1976 as a market researcher at BBDO Worldwide in New York. In 1978, she moved into Account Management. She was the head of marketing and market research for BBDO West, Los Angeles, from 1980 until 1986. In 1990, she joined Arcature. Joan consulted to McDonald's during its brand turnaround from 2002 until 2005. Kiddon with Light consulted to IHG from 2010 to 2014.
Content
Part I: The Twelve Tendencies for Trouble
Chapter 1 Tendency 1: The Arrogance of (Great) Success
Chapter 2 Tendency 2: The Comfort of Complacency
Chapter 3 Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes
Chapter 4 Tendency 4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction
Chapter 5 Tendency 5: The Belief That What Worked Yesterday Will Work Today
Chapter 6 Tendency 6: The Failure to Innovate
Chapter 7 Tendency 7: The Lack of Focus on the Core Customer
Chapter 8 Tendency 8: The Backtracking to Basics
Chapter 9 Tendency 9: The Loss of Relevance
Chapter 10 Tendency 10: The Lack of a Coherent Plan to Win
Chapter 11 Tendency 11: The Lack of a Balanced Brand-Business Scorecard
Chapter 12 Tendency 12: The Disregard for the Changing World
Chapter 13 Break the LOCK on Brand Troubles
Part II: The Six Rules for Brand Revitalization...Revisited
Chapter 14 Rule 1: Refocus the Organization
Chapter 15 Rule 2: Restore Brand Relevance
Chapter 16 Rule 3: Reinvent the Brand Experience
Chapter 17 Rule 4: Reinforce a Results Culture
Chapter 18 Rule 5: Rebuild Brand Trust
Chapter 19 Rule 6: Realize Global Alignment
Part III: The Twelve Truths for Staying Out of Trouble
Chapter 20 Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance
Chapter 21 Truth 2: Institutionalize Change
Chapter 22 Truth 3: Define a Clear Strategy for Enduring Profitable Growth
Chapter 23 Truth 4: Break Down Silos
Chapter 24 Truth 5: Reinforce Authenticity
Chapter 25 Truth 6: Make Demographics Matter
Chapter 26 Truth 7: Act Like a Leader
Chapter 27 Truth 8: Stay Relevant
Chapter 28 Truth 9: Move from Living off Current Positive Momentum to Creating Ongoing Positive Momentum
Chapter 29 Truth 10: Institute Clear Accountability
Chapter 30 Truth 11: Change the Reward System
Chapter 31 Truth 12: Measure Results
Conclusion
Index
Chapter 1 Tendency 1: The Arrogance of (Great) Success
Chapter 2 Tendency 2: The Comfort of Complacency
Chapter 3 Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes
Chapter 4 Tendency 4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction
Chapter 5 Tendency 5: The Belief That What Worked Yesterday Will Work Today
Chapter 6 Tendency 6: The Failure to Innovate
Chapter 7 Tendency 7: The Lack of Focus on the Core Customer
Chapter 8 Tendency 8: The Backtracking to Basics
Chapter 9 Tendency 9: The Loss of Relevance
Chapter 10 Tendency 10: The Lack of a Coherent Plan to Win
Chapter 11 Tendency 11: The Lack of a Balanced Brand-Business Scorecard
Chapter 12 Tendency 12: The Disregard for the Changing World
Chapter 13 Break the LOCK on Brand Troubles
Part II: The Six Rules for Brand Revitalization...Revisited
Chapter 14 Rule 1: Refocus the Organization
Chapter 15 Rule 2: Restore Brand Relevance
Chapter 16 Rule 3: Reinvent the Brand Experience
Chapter 17 Rule 4: Reinforce a Results Culture
Chapter 18 Rule 5: Rebuild Brand Trust
Chapter 19 Rule 6: Realize Global Alignment
Part III: The Twelve Truths for Staying Out of Trouble
Chapter 20 Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance
Chapter 21 Truth 2: Institutionalize Change
Chapter 22 Truth 3: Define a Clear Strategy for Enduring Profitable Growth
Chapter 23 Truth 4: Break Down Silos
Chapter 24 Truth 5: Reinforce Authenticity
Chapter 25 Truth 6: Make Demographics Matter
Chapter 26 Truth 7: Act Like a Leader
Chapter 27 Truth 8: Stay Relevant
Chapter 28 Truth 9: Move from Living off Current Positive Momentum to Creating Ongoing Positive Momentum
Chapter 29 Truth 10: Institute Clear Accountability
Chapter 30 Truth 11: Change the Reward System
Chapter 31 Truth 12: Measure Results
Conclusion
Index
