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Overview

3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them!

In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history’s most successful brand revitalizations: the reinvigoration of McDonald’s®. Drawing on that ...

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Branding Strategies for Success (Collection)

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Overview

3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them!

In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history’s most successful brand revitalizations: the reinvigoration of McDonald’s®. Drawing on that experience, the authors introduce a systematic blueprint for resurrecting any brand, and driving it to unprecedented success. Learn how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on profound knowledge of your customers... leverage innovation to reinvent your total brand experience… create a “plan to win,” and execute on it. The Truth About Creating Brands People Love reveals 51 bite-size, easy-to-use techniques for building great brands, and keeping them great. Learn powerful truths about positioning brands and developing brand meaning; using brands to drive corporate profits; managing advertising, pricing, and segmentation, and much more. Finally, What’s Your Story?: Storytelling to Move Markets, Audiences, People and Brands shows how to leverage the universal human activity of storytelling: your most powerful, most underutilized tool for competitive advantage. Legendary business thinkers Ryan Mathews and Watts Wacker help you take control of the stories your business tells, make them believable and unforgettable, make them move your customers to act!

From world-renowned leaders and experts, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker

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Product Details

  • ISBN-13: 9780133039023
  • Publisher: Pearson Education
  • Publication date: 3/26/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 704
  • File size: 2 MB

Meet the Author

Larry Light is CEO of Arcature, LLC, a leading global brand consultancy. He was Global CMO for McDonald’s during the crucial years of its marketing turnaround. Working with organizations ranging from Nissan and 3M to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building enduring, highly profitable brands. Light previously served as Executive VP at BBDO; Chairman/CEO of the international division of Bates Worldwide; and on Bates’ Board of Directors. Joan Kiddon is president, COO of Arcature, LLC. She consulted on McDonald’s key strategic projects during its brand turnaround, and served as BBDO/West’s Director of Market Research. Brian D. Till, Associate Professor and Department Chair of Marketing at Saint Louis University, teaches marketing strategy and advertising management, and researches brand equity, celebrity endorsements, and advertising creativity. Donna D. Heckler is VP of Marketing and Branding for Monsanto. Ryan Mathews, founder and CEO of Black Monk Consulting, is a globally recognized futurist, speaker, strategist, storyteller, author, consultant, and pioneer in the field of corporate cultural ecology. Watts Wacker, lecturer, best-selling author, political commentator, and social critic, served as futurist at SRI International, and spent ten years as resident futurist at the preeminent social research organization, Yankelovich Partners. He now directs FirstMatter LLC. The Financial Times named him “one of the 50 most influential business thinkers in the world.”

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Table of Contents

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

Acknowledgments xiii

About the Authors xv

Preface xvii

Introduction to the Rules and the Rules-Based Practices 1

Chapter 1 Background to the Turnaround 3

Chapter 2 The Six Rules of Revitalization 31

Chapter 3 Rule #1: Refocus the Organization 41

Chapter 4 Rule #2: Restore Brand Relevance 59

Chapter 5 Rule #3: Reinvent the Brand Experience 89

Chapter 6 Rule #4: Reinforce a Results Culture 143

Chapter 7 Rule #5: Rebuild Brand Trust 161

Chapter 8 Rule #6: Realize Global Alignment 181

Chapter 9 Realizing Global Alignment: Creating a Plan to Win 189

Chapter 10 Do the Six Rules of Revitalization Work? 201

Index 207

The Truth About Creating Brands People Love

Preface ix

Truth 1 Managing brands is not common sense 1

Truth 2 No one loves your brand as much as you love it 5

Truth 3 The brand is not owned by marketing; everyone owns it 9

Truth 4 Making more by doing less 13

Truth 5 Does your brand keep its promise? 17

Truth 6 Price is the communication of the value of your brand 21

Truth 7 Brand personality is the emotional connection with your brand 25

Truth 8 Does your sales force know the difference between a product and a brand? 29

Truth 9 Beware of the discounting minefield 33

Truth 10 Packaging protects your product; great packaging protects your brand 37

Truth 11 Brand management is association management 41

Truth 12 The retail experience is the brand experience 45

Truth 13 Corporate ego: Danger ahead 49

Truth 14 Brand metrics: Best measure of success? 53

Truth 15 Customer complaints are a treasure 57

Truth 16 Brand stewardship begins at home 61

Truth 17 Market share doesn’t matter 65

Truth 18 Avoid the most common segmentation mistake 69

Truth 19 Public relations and damage control: The defining moment 73

Truth 20 Focus equals simplicity 77

Truth 21 Marketing is courtship, not combat 81

Truth 22 Don’t sacrifice brand focus for sales 85

Truth 23 The medium is not the message; the message is the message 89

Truth 24 Brand development and the small business 93

Truth 25 Imitation is an ineffective form of flattery 97

Truth 26 Positioning lives in the mind of your target customer 101

Truth 27 The value of brand loyalty 105

Truth 28 Quality is not an effective branding message 109

Truth 29 Effective use of celebrity endorsers: The fit’s the thing 113

Truth 30 Brand-building consumer promotion 117

Truth 31 Advertising built for the long run 121

Truth 32 A service brand is a personal brand 125

Truth 33 Is your brand the best at something? If so, be satisfied 129

Truth 34 Great positionings are enduring 133

Truth 35 Effective branding begins with the name 137

Truth 36 Your brand makes your company powerful, not the other way around 141

Truth 37 Be consistent but not complacent 145

Truth 38 Is your brand different? If not, why will someone buy it? 149

Truth 39 The three M’s of taglines: Meaningful, motivating, and memorable

Truth 40 Customer service is the touch point of your brand 157

Truth 41 Smaller targets are easier to hit 161

Truth 42 Beware of the allure of brand extensions 165

Truth 43 Keep advertising simple, but not simplistic 169

Truth 44 It’s a long walk from the focus group room to the cash register 173

Truth 45 Repositioning can be a fool’s chase 177

Truth 46 With advertising, don’t expect too much 181

Truth 47 Don’t let testing override judgment 185

Truth 48 Effective advertising is 90% what you say, 10% how you say it 189

Truth 49 Compromise can destroy a brand 193

Truth 50 Don’t let the pizazz outshine the brand 197

Truth 51 There are no commodity products, only commodity thinking 201

References 205

Acknowledgments 209

About the Authors 211

What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands

Introduction 1

1 The Story of Stories 5

2 Truth Stories Versus True Stories 17

3 The 10 Functions of Storytelling 26

4 The Abolition of Context 38

5 Who Owns Your Brand? 45

6 Five Critical Story Themes 66

7 Five Stages of Business Evolution 83

8 Applied Storytelling 101: Industries 98

9 Applied Storytelling 101: The Corporation 112

10 Applied Storytelling 101: The Brand 132

11 Applied Storytelling 101: The Individual 154

12 The Storyteller’s Toolbox 168

Epilogue A New Story for a New Century 185

Endnotes 189

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