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

Cover......Page 1
Contents......Page 10
Acknowledgments......Page 14
About the Authors......Page 16
Preface......Page 18
Introduction to the Rules and the Rules-Based Practices......Page 22
 Big Brand in Big Trouble......Page 24
 What Went Wrong?......Page 25
 Ray Kroc’s Vision......Page 32
 Chain of Supply......Page 33
 The Opening Salvo......Page 35
 What’s Going On?......Page 36
 Our Leading Edge: Our Leaders......Page 44
 The Plan to Win......Page 46
 Brand Power......Page 48
 Summary......Page 50
Chapter 2 The Six Rules of Revitalization......Page 52
 A Brand Versus a Product or Service......Page 53
 The Six Rules......Page 54
 Rule #1: Refocus the Organization......Page 55
 Rule #3: Reinvent the Brand Experience......Page 56
 Rule #4: Reinforce a Results Culture......Page 57
 Rule #5: Rebuild Brand Trust......Page 58
 Rule #6: Realize Global Alignment......Page 59
 Brand Purpose......Page 62
 The McDonald’s Brand Purpose......Page 65
 The Value Equation......Page 71
 Financial Discipline......Page 74
 Operational Excellence......Page 75
 Leadership Marketing......Page 76
 The Do’s and Don’ts of Refocusing the Organization......Page 77
Chapter 4 Rule #2: Restore Brand Relevance......Page 80
 Thorough Knowledge of the Marketplace......Page 81
 Understanding the Market Segmentation......Page 82
 Prioritizing the Markets......Page 89
 Synthesis Versus Analysis......Page 93
 Prioritize, Prioritize......Page 94
 Leadership Marketing......Page 96
 McDonald’s Segmentation......Page 97
 What Is the Brand Promise?......Page 98
 Brand Pyramid......Page 99
 Brand Essence......Page 102
 Paradox Promise......Page 105
 The Do’s and Don’ts of Restoring Relevance......Page 106
Chapter 5 Rule #3: Reinvent the Brand Experience......Page 110
 People......Page 112
 Product......Page 123
 Place......Page 129
 Price......Page 137
 Promotion......Page 141
 Conclusion......Page 159
 The Do’s and Don’ts of Reinventing the Brand Experience......Page 160
Chapter 6 Rule #4: Reinforce a Results Culture......Page 164
 All Growth Is Not Equally Valuable......Page 165
 Balanced Brand-Business Scorecard......Page 170
 The Do’s and Don’ts of Creating a Results Culture......Page 180
Chapter 7 Rule #5: Rebuild Brand Trust......Page 182
 Crisis of Credibility......Page 184
 You Are What You Do......Page 185
 Lead the Debate; Don’t Hide from It......Page 189
 The Arrow Is Aimed at Fast Food......Page 191
 Openness Is an Opportunity......Page 194
 Trusted Messages Must Come from a Trustworthy Source......Page 195
 Good Citizenship Pays......Page 197
 The Do’s and Don’ts of Rebuilding Trust......Page 200
 Alignment......Page 202
 Freedom Within a Framework......Page 203
 Internal Marketing Is a Must......Page 205
 The Do’s and Don’ts of Realizing Global Alignment......Page 207
Chapter 9 Realizing Global Alignment: Creating a Plan to Win......Page 210
 The Three Sections of the Plan to Win......Page 213
 KIDDO Garden Foods......Page 214
 Step One: Brand Direction—Articulating the Brand Purpose and Brand Promise......Page 215
 Step Two: Creating the Five Action Ps......Page 217
 Implications of a Plan to Win......Page 218
 The Do’s and Don’ts of Creating a Plan to Win......Page 219
Chapter 10 Do the Six Rules of Revitalization Work?......Page 222
 Moving Forward......Page 224
 Summary: Brand Revitalization......Page 225
 B......Page 228
 E–F......Page 229
 H......Page 230
 M......Page 231
 P......Page 232
 Q–R......Page 235
 S......Page 238
 W–Z......Page 239