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

Product Author Bios

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.

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...

• 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

Table of Contents

Acknowledgments   xiii

About the Authors  xv

Preface  xvii

Introduction to the Rules and the Rules-Based Practices   1

Chapter 1 Background to the Turnaround   3

Chapter 2 The Six Rules of Revitalization   31

Chapter 3 Rule #1: Refocus the Organization   41

Chapter 4 Rule #2: Restore Brand Relevance   59

Chapter 5 Rule #3: Reinvent the Brand Experience   89

Chapter 6 Rule #4: Reinforce a Results Culture  143

Chapter 7 Rule #5: Rebuild Brand Trust  161

Chapter 8 Rule #6: Realize Global Alignment  181

Chapter 9 Realizing Global Alignment: Creating a Plan to Win   189

Chapter 10 Do the Six Rules of Revitalization Work?   201

Index   207