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

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

Format:  Hardcover,

218 pages

Publisher: Pearson P T R

Publish Date: Feb 2009

ISBN-13: 9780136043317

ISBN-10: 0136043313

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The following content was provided by the publisher.
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

Specifications

Publisher: Pearson P T R
Publish Date: Feb 2009
ISBN-13: 9780136043317
ISBN-10: 0136043313
Format: Hardcover
Number of Pages: 218
Shipping Weight (in pounds): 1.0
Product in Inches (L x W x H): 6.25 x 9.0 x 0.5

Chapter outline

Acknowledgments
About the Authors
Preface
Introduction to the Rules and the Rules-Based Practices
Background to the Turnaround
Big Brand in Big Trouble
What Went Wrong?
Ray Kroc's Vision
Chain of Supply
The Opening Salvo
What's Going On?
Our Leading Edge: Our Leaders
The Plan to Win
Brand Power
Summary
The Six Rules of Revitalization
Branding Is Not the Same As Advertising
A Brand Versus a Product or Service
The Six Rules
Rule #1: Refocus the Organization
Rule #2: Restore Brand Relevance
Rule #3: Reinvent the Brand Experience
Rule #4: Reinforce a Results Culture
Rule #5: Rebuild Brand Trust
Rule #6: Realize Global Alignment
Rule #1: Refocus the Organization
Brand Purpose
The McDonald's Brand Purpose
The Value Equation
Financial Discipline
Operational Excellence
Leadership Marketing
The Do's and Don'ts of Refocusing the Organization
Rule #2: Restore Brand Relevance
Thorough Knowledge of the Marketplace
Understanding the Market Segmentation
Needs-Based Segmentation Profiles
Prioritizing the Markets
Synthesis Versus Analysis
Prioritize, Prioritize
Leadership Marketing
McDonald's Segmentation
What Is the Brand Promise?
Brand Pyramid
Brand Essence
Paradox Promise
McDonald's Paradox Promise
The Do's and Don'ts of Restoring Relevance
Rule #3: Reinvent the Brand
Experience
People
Product
Place
Price
Promotion
Conclusion
The Do's and Don'ts of Reinventing the Brand Experience
Rule #4: Reinforce a Results Culture
All Growth Is Not Equally Valuable
Balanced Brand-Business Scorecard
The Do's and Don'ts of Creating a Results Culture
Rule #5: Rebuild Brand Trust
Crisis of Credibility
Five Principles of Trust Building
You Are What You Do
Lead the Debate; Don't Hide from It
The Arrow Is Aimed at Fast Food
Openness Is an Opportunity
Trusted Messages Must Come from a Trustworthy Source
Good Citizenship Pays
The Do's and Don'ts of Rebuilding Trust
Rule #6: Realize Global Alignment
Alignment
Freedom Within a Framework
Internal Marketing Is a Must
The Do's and Don'ts of Realizing Global Alignment
Realizing Global Alignment: Creating a Plan to Win
The Three Sections of the Plan to Win
KIDDO Garden Foods
Brand Direction-Articulating the Brand Purpose and Brand Promise
Creating the Five Action Ps
Performance Measures
Implications of a Plan to Win
The Do's and Don'ts of Creating a Plan to Win
Do the Six Rules of Revitalization Work?
Moving Forward
Summary: Brand Revitalization
Index

Book 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®. 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

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