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

Light, Larry; Kiddon, Joan

Hardcover

ISBN 10: 0136043313 ISBN 13: 9780136043317

Publisher: Financial Times/ Prentice Hall, 2009

Synopsis

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

About this title

Review:

"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)

From the Back Cover:

“Larry and Joan have laid out a great set of guiding principles for any business executive–whether they are revitalizing a brand or making sure it stays relevant.”

Russ Smyth, CEO, H&R Block; former President, McDonald’s Europe

 

“This book not only offers a unique insight into how the McDonald’s brand was successfully revitalized, but even more importantly it describes six very useful rules for how to revitalize any brand.”

Hans Straberg, President and CEO, Electrolux AB, Sweden

 

“This book demonstrates the fundamental truth that brand building begins with understanding changing consumer wants. Creating, building, maintaining, and strengthening consumer relevance is the key to brand success. This book is a gift for those who believe in brands and know that marketing is bigger than just advertising.”

Howard Walker, former President, M&M/Mars

 

“Over the past two years, Larry has been a great partner in transforming our organization to a more customer-centric one.”

Vincenzo Picone, Global Chief Marketing Officer, GE Capital

 

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

About this edition

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2009
• ISBN 10: 0136043313
• ISBN 13: 9780136043317
• Binding: Hardcover
• Edition number: 1
• Number of pages: 240