Six rules for brand revitalization : learn how companies like McDonald's can re-energize their brands / Larry Light and Joan Kiddon.

By:

Light, Larry

Contributor(s):

Kiddon, Joan, 1949-

Material type: Text

TextPublication details: Upper Saddle River, N.J. : Wharton School Pub., c2009.Description: xx, 218 p. : ill. ; 24 cmISBN:

0136043313 (hardback : alk. paper)
9780136043317 (hardback : alk. paper)

Other title:

Brand revitalization

Subject(s):

DDC classification:

658.8 LIG

Online resources:

Table of contents only

Contents:

Introduction to the Rules and the Rules-Based Practices 1.

Review: 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.--BOOK JACKET.

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 LIG (Browse shelf(Opens below))	Available		39002100660118

Enhanced descriptions from Syndetics:

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#65533;. 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

Includes bibliographical references and index.

Introduction to the Rules and the Rules-Based Practices 1.

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.--BOOK JACKET.

Table of contents provided by Syndetics

Acknowledgments (p. xiii)
About the Authors (p. xv)
Preface (p. xvii)
Introduction to the Rules and the Rules-Based Practices (p. 1)
Chapter 1 Background to the Turnaround (p. 3)
Big Brand in Big Trouble (p. 3)
What Went Wrong? (p. 4)
Ray Kroc's Vision (p. 11)
Chain of Supply (p. 12)
The Opening Salvo (p. 14)
What's Going On? (p. 15)
Our Leading Edge: Our Leaders (p. 23)
The Plan to Win (p. 25)
Brand Power (p. 27)
Summary (p. 29)
Chapter 2 The Six Rules of Revitalization (p. 31)
Branding Is Not the Same As Advertising (p. 32)
A Brand Versus a Product or Service (p. 32)
The Six Rules (p. 33)
Rule #1: Refocus the Organization (p. 34)
Rule #2: Restore Brand Relevance (p. 35)
Rule #3: Reinvent the Brand Experience (p. 35)
Rule #4: Reinforce a Results Culture (p. 36)
Rule #5: Rebuild Brand Trust (p. 37)
Rule #6: Realize Global Alignment (p. 38)
Chapter 3 Rule #1: Refocus the Organization (p. 41)
Brand Purpose (p. 41)
The McDonald's Brand Purpose (p. 44)
The Value Equation (p. 50)
Financial Discipline (p. 53)
Operational Excellence (p. 54)
Leadership Marketing (p. 55)
The Do's and Don'ts of Refocusing the Organization (p. 56)
Chapter 4 Rule #2: Restore Brand Relevance (p. 59)
Thorough Knowledge of the Marketplace (p. 60)
Understanding the Market Segmentation (p. 61)
Needs-Based Segmentation Profiles (p. 68)
Prioritizing the Markets (p. 68)
Synthesis Versus Analysis (p. 72)
Prioritize, Prioritize (p. 73)
Leadership Marketing (p. 75)
McDonald's Segmentation (p. 76)
What Is the Brand Promise? (p. 77)
Brand Pyramid (p. 78)
Brand Essence (p. 81)
Paradox Promise (p. 84)
McDonald's Paradox Promise (p. 85)
The Do's and Don'ts of Restoring Relevance (p. 85)
Chapter 5 Rule #3: Reinvent the Brand
Experience (p. 89)
People (p. 91)
Product (p. 102)
Place (p. 108)
Price (p. 116)
Promotion (p. 120)
Conclusion (p. 138)
The Do's and Don'ts of Reinventing the Brand Experience (p. 139)
Chapter 6 Rule #4: Reinforce a Results Culture (p. 143)
All Growth Is Not Equally Valuable (p. 144)
Balanced Brand-Business Scorecard (p. 149)
The Do's and Don'ts of Creating a Results Culture (p. 159)
Chapter 7 Rule #5: Rebuild Brand Trust (p. 161)
Crisis of Credibility (p. 163)
Five Principles of Trust Building (p. 164)
You Are What You Do (p. 164)
Lead the Debate; Don't Hide from It (p. 168)
The Arrow Is Aimed at Fast Food (p. 170)
Openness Is an Opportunity (p. 173)
Trusted Messages Must Come from a Trustworthy Source (p. 174)
Good Citizenship Pays (p. 176)
The Do's and Don'ts of Rebuilding Trust (p. 179)
Chapter 8 Rule #6: Realize Global Alignment (p. 181)
Alignment (p. 181)
Freedom Within a Framework (p. 182)
Internal Marketing Is a Must (p. 184)
The Do's and Don'ts of Realizing Global Alignment (p. 186)
Chapter 9 Realizing Global Alignment: Creating a Plan to Win (p. 189)
The Three Sections of the Plan to Win (p. 192)
KIDDO Garden Foods (p. 193)
Step 1 Brand Direction-Articulating the Brand Purpose and Brand Promise (p. 194)
Step 2 Creating the Five Action Ps (p. 196)
Step 3 Performance Measures (p. 197)
Implications of a Plan to Win (p. 197)
The Do's and Don'ts of Creating a Plan to Win (p. 198)
Chapter 10 Do the Six Rules of Revitalization Work? (p. 201)
Moving Forward (p. 202)
Summary: Brand Revitalization (p. 204)
Index (p. 207)

Excerpt provided by Syndetics

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 (c) Copyright Pearson Education. All rights reserved. Excerpted from Six Rules for Brand Revitalization: Learn How Companies Like Mcdonald's Can Re-Energize Their Brands by Larry Light, Joan Kiddon All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Author notes provided by Syndetics

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.