Published by Pearson FT Press (February 8, 2016) © 2016
Larry Light | Joan KiddonAre 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 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!
Preface ix
Introduction 1
Part I: The Twelve Tendencies for Trouble 7
Chapter 1 Tendency 1: The Arrogance of (Great) Success 11
Chapter 2 Tendency 2: The Comfort of Complacency 17
Chapter 3 Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes 23
Chapter 4 Tendency 4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction 27
Chapter 5 Tendency 5: The Belief That What Worked Yesterday Will Work Today 37
Chapter 6 Tendency 6: The Failure to Innovate 41
Chapter 7 Tendency 7: The Lack of Focus on the Core Customer 47
Chapter 8 Tendency 8: The Backtracking to Basics 51
Chapter 9 Tendency 9: The Loss of Relevance 55
Chapter 10 Tendency 10: The Lack of a Coherent Plan to Win 63
Chapter 11 Tendency 11: The Lack of a Balanced Brand-Business Scorecard 67
Chapter 12 Tendency 12: The Disregard for the Changing World 71
Chapter 13 Break the LOCK on Brand Troubles 75
Part II: The Six Rules for Brand Revitalization…Revisited 81
Chapter 14 Rule 1: Refocus the Organization 83
Chapter 15 Rule 2: Restore Brand Relevance 91
Chapter 16 Rule 3: Reinvent the Brand Experience 107
Chapter 17 Rule 4: Reinforce a Results Culture 137
Chapter 18 Rule 5: Rebuild Brand Trust 155
Chapter 19 Rule 6: Realize Global Alignment 173
Part III: The Twelve Truths for Staying Out of Trouble 185
Chapter 20 Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance 187
Chapter 21 Truth 2: Institutionalize Change 191
Chapter 22 Truth 3: Define a Clear Strategy for Enduring Profitable Growth 195
Chapter 23 Truth 4: Break Down Silos 197
Chapter 24 Truth 5: Reinforce Authenticity 199
Chapter 25 Truth 6: Make Demographics Matter 203
Chapter 26 Truth 7: Act Like a Leader 207
Chapter 27 Truth 8: Stay Relevant 211
Chapter 28 Truth 9: Move from Living off Current Positive Momentum to Creating Ongoing Positive Momentum 215
Chapter 29 Truth 10: Institute Clear Accountability 217
Chapter 30 Truth 11: Change the Reward System 219
Chapter 31 Truth 12: Measure Results 223
Conclusion 227
Index 229
McDonald’s Case History is available online at www.ftpress.com/sixrules
Introduction 1
Part I: The Twelve Tendencies for Trouble 7
Chapter 1 Tendency 1: The Arrogance of (Great) Success 11
Chapter 2 Tendency 2: The Comfort of Complacency 17
Chapter 3 Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes 23
Chapter 4 Tendency 4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction 27
Chapter 5 Tendency 5: The Belief That What Worked Yesterday Will Work Today 37
Chapter 6 Tendency 6: The Failure to Innovate 41
Chapter 7 Tendency 7: The Lack of Focus on the Core Customer 47
Chapter 8 Tendency 8: The Backtracking to Basics 51
Chapter 9 Tendency 9: The Loss of Relevance 55
Chapter 10 Tendency 10: The Lack of a Coherent Plan to Win 63
Chapter 11 Tendency 11: The Lack of a Balanced Brand-Business Scorecard 67
Chapter 12 Tendency 12: The Disregard for the Changing World 71
Chapter 13 Break the LOCK on Brand Troubles 75
Part II: The Six Rules for Brand Revitalization…Revisited 81
Chapter 14 Rule 1: Refocus the Organization 83
Chapter 15 Rule 2: Restore Brand Relevance 91
Chapter 16 Rule 3: Reinvent the Brand Experience 107
Chapter 17 Rule 4: Reinforce a Results Culture 137
Chapter 18 Rule 5: Rebuild Brand Trust 155
Chapter 19 Rule 6: Realize Global Alignment 173
Part III: The Twelve Truths for Staying Out of Trouble 185
Chapter 20 Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance 187
Chapter 21 Truth 2: Institutionalize Change 191
Chapter 22 Truth 3: Define a Clear Strategy for Enduring Profitable Growth 195
Chapter 23 Truth 4: Break Down Silos 197
Chapter 24 Truth 5: Reinforce Authenticity 199
Chapter 25 Truth 6: Make Demographics Matter 203
Chapter 26 Truth 7: Act Like a Leader 207
Chapter 27 Truth 8: Stay Relevant 211
Chapter 28 Truth 9: Move from Living off Current Positive Momentum to Creating Ongoing Positive Momentum 215
Chapter 29 Truth 10: Institute Clear Accountability 217
Chapter 30 Truth 11: Change the Reward System 219
Chapter 31 Truth 12: Measure Results 223
Conclusion 227
Index 229
McDonald’s Case History is available online at www.ftpress.com/sixrules