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Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands [NOOK Book]
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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®. 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...
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.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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. Working with organizations ranging from Nissan, 3M, to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building brands for enduring profitable growth. Light was formerly Executive Vice-President at BBDO, responsible for market research and media; Chairman and CEO of the international division of Bates Worldwide; 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 the 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. After several years as an independent consultant, she joined Arcature LLC in 1991.
Introduction Introduction to the Rules and the Rules-Based Practices
The plan of this book is to share the principles and practices of the McDonald’s turnaround. I structured the book around the Six Rules of Revitalization. These are the guiding principles for rejuvenating a brand and creating a brand revitalization mindset. Within each Rule are the practices we followed. Rules are important: They provide the beliefs, commitments, learning, and framework that bring thinking to life. But rules without actions are theory without throughput.
The book’s structure is shown in Figure 0.1. The driver for brand revitalization, as for all brand building is enduring profitable growth. We must have growth—grow or die, some say—but that growth must be both profitable and enduring. This means that we must have more customers who buy or visit more often who are more loyal and are more profitable.
Using these Rules and the rules-based practices embedded within, brand owners, brand managers, and brand teams will see how to revitalize a brand while generating a brand revitalization-centric mindset. I use the McDonald’s story, as well as other examples to illustrate and demonstrate how this can be a winning approach.
To begin, I believe it is essential to recreate and share the context that existed and precipitated the McDonald’s revival.
Figure 0.1 The Six Rules for Brand Revitalization
© Copyright Pearson Education. All rights reserved.
Introduction to the rules and the rules-based practices 1
Ch. 1 Background to the turnaround 3
Ch. 2 The six rules of revitalization 31
Ch. 3 Rule #1 : refocus the organization 41
Ch. 4 Rule #2 : restore brand relevance 59
Ch. 5 Rule #3 : reinvent the brand experience 89
Ch. 6 Rule #4 : reinforce a results culture 143
Ch. 7 Rule #5 : rebuild brand trust 161
Ch. 8 Rule #6 : realize global alignment 181
Ch. 9 Realizing global alignment : creating a plan to win 189
Ch. 10 Do the six rules of revitalization work? 201
Index 207
The plan of this book is to share the principles and practices of the McDonald’s turnaround. I structured the book around the Six Rules of Revitalization. These are the guiding principles for rejuvenating a brand and creating a brand revitalization mindset. Within each Rule are the practices we followed. Rules are important: They provide the beliefs, commitments, learning, and framework that bring thinking to life. But rules without actions are theory without throughput.
The book’s structure is shown in Figure 0.1. The driver for brand revitalization, as for all brand building is enduring profitable growth. We must have growth—grow or die, some say—but that growth must be both profitable and enduring. This means that we must have more customers who buy or visit more often who are more loyal and are more profitable.
Using these Rules and the rules-based practices embedded within, brand owners, brand managers, and brand teams will see how to revitalize a brand while generating a brand revitalization-centric mindset. I use the McDonald’s story, as well as other examples to illustrate and demonstrate how this can be a winning approach.
To begin, I believe it is essential to recreate and share the context that existed and precipitated the McDonald’s revival.
Figure 0.1 The Six Rules for Brand Revitalization
© Copyright Pearson Education. All rights reserved.
Overview
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 ...