Publishers Weekly,At the turn of the millennium, McDonald's faced a host of serious problems: a decline in food quality, branding issues, indifferent employees, shoddy service and a poor bottom line. The global brand consulting company Arcature LLC was brought in to develop a global brand direction, and Light (global chief marketing officer of McDonald's during those years)-with others-resuscitated the brand. Though the authors offer a few rushed suggestions for executives trying to recover their failing brands, or to avert the crisis in the first place, the book is essentially a hosanna to Light's corporate messianic abilities. The titular six rules-refocus the organization, restore brand relevance, reinvent the brand experience, reinforce a results culture, rebuild brand trust and realize global alignment-are addressed, but sketchily, and without much direction for how they can be applied to companies that are not lucky enough to be the world's most successful fast-food chain. Though the book offers small nuggets of useful advice, it suffers from its self-congratulatory tone, anecdotal filler and dry writing. (Mar.) (c) Copyright PWxyz, LLC. All rights reserved
