Six Rules of Brand Revitalization, 2nd Edition

Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition: Learn the Most Common Branding Mistakes and How to Avoid Them presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success.

Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed “dos” and “don’ts” for everything from segmentation to RandD to executive leadership. You’ll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises… restore brand relevance based on an ever-more-profound knowledge of your customers… reinvent your total brand experience, leveraging innovation, renovation, marketing, and value.

Using McDonald’s and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes… how to reenergize them… why hard-to-change bad habits can lead brands back into trouble again… and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a “plan to win,” and execute on it!

Table of Contents

Part I: The Twelve Tendencies for Trouble
Chapter 1 Tendency 1: The Arrogance of (Great) Success
Chapter 2 Tendency 2: The Comfort of Complacency
Chapter 3 Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes
Chapter 4 Tendency 4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction
Chapter 5 Tendency 5: The Belief That What Worked Yesterday Will Work Today
Chapter 6 Tendency 6: The Failure to Innovate
Chapter 7 Tendency 7: The Lack of Focus on the Core Customer
Chapter 8 Tendency 8: The Backtracking to Basics
Chapter 9 Tendency 9: The Loss of Relevance
Chapter 10 Tendency 10: The Lack of a Coherent Plan to Win
Chapter 11 Tendency 11: The Lack of a Balanced Brand-Business Scorecard
Chapter 12 Tendency 12: The Disregard for the Changing World
Chapter 13 Break the LOCK on Brand Troubles

Part II: The Six Rules for Brand Revitalization… Revisited
Chapter 14 Rule 1: Refocus the Organization
Chapter 15 Rule 2: Restore Brand Relevance
Chapter 16 Rule 3: Reinvent the Brand Experience
Chapter 17 Rule 4: Reinforce a Results Culture
Chapter 18 Rule 5: Rebuild Brand Trust
Chapter 19 Rule 6: Realize Global Alignment

Part III: The Twelve Truths for Staying Out of Trouble
Chapter 20 Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance
Chapter 21 Truth 2: Institutionalize Change
Chapter 22 Truth 3: Define a Clear Strategy for Enduring Profitable Growth
Chapter 23 Truth 4: Break Down Silos
Chapter 24 Truth 5: Reinforce Authenticity
Chapter 25 Truth 6: Make Demographics Matter
Chapter 26 Truth 7: Act Like a Leader
Chapter 27 Truth 8: Stay Relevant
Chapter 28 Truth 9: Move from Living off Current Positive Momentum to Creating Ongoing Positive Momentum
Chapter 29 Truth 10: Institute Clear Accountability
Chapter 30 Truth 11: Change the Reward System
Chapter 31 Truth 12: Measure Results