Brand Revitalization: Creating a Plan to Win

Brand Revitalization: Creating a Plan to Win

by Larry Light, Joan Kiddon
     
 

This Element is an excerpt from Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands (ISBN: 9780136043317) by Larry Light and Joan Kiddon. Available in print and digital formats.

 

Build a systematic Plan to Win for revitalizing your brand: stop playing “not to lose,”

Overview

This Element is an excerpt from Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands (ISBN: 9780136043317) by Larry Light and Joan Kiddon. Available in print and digital formats.

 

Build a systematic Plan to Win for revitalizing your brand: stop playing “not to lose,” and get your entire organization aligned for the win!

 

How many times have you heard: “We all need to be on the same page”? That’s the Holy Grail for marketers, managers, and executives. Yet rarely do organizations create that “one page” of purpose, actions, and metrics to which all can adhere. A Plan to Win (PTW) does just that.

Product Details

ISBN-13:
9780131375161
Publisher:
Pearson Education
Publication date:
10/12/2009
Series:
FT Press Delivers Elements
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
10
File size:
480 KB

Meet the Author

Larry Light is CEO of Arcature, LLC, a leading global brand consultant. He served as Global Chief Marketing Officer for McDonald’s during 2002-2005, the crucial years of its marketing turnaround. Light was formerly Executive Vice-President at BBDO, responsible for market research and media; Chairman and CEO of Bates Worldwide’s international division; and a member of Bates’ Board of Directors.

 

Joan Kiddon is President, COO of Arcature, LLC. She consulted on McDonald’s key strategic projects during its brand turnaround. Kiddon began her marketing career at BBDO in New York, moving to BBDO/West in Los Angeles where she was the Director of Market Research.

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