Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Change Is Inevitable

Change is difficult at any time, whether you are turning a brand around or leading a successful one. Change is also inevitable because the world and everybody who lives in it are evolving every minute. Individuals, organizations, and brands that don’t change will die a premature death, especially when the brand has been hit with a brand-shaking event or market threat.

All the brands discussed in this chapter have had to change or they would not be here tomorrow. Each of their situations is unique, yet each has common threads that made a difference in the change process and ultimate outcome.

Leaders who drive turnarounds must prevail in empowering diverse stakeholders and influencers into towering transformation—a process ...