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

Larry Light, Joan Kiddon

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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


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2009 Forfatter Joan Kiddon, Larry Light
Pearson Wharton School Publish
ISBN 9780136043317
Antall sider 240 Dimensjoner 16cm x 23,7cm x 2cm
Vekt 458 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing

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