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

Rethink, Recycle, and Reinvent

In the previous chapters, we looked at how taking responsibility, having conviction, exhibiting strong leadership, and being relevant are necessary Game Changers in the turnaround of brands. While all of these things are essential, this next action not only adds to the value and essence of a brand but also can present the greatest opportunity to shift the story away from past setbacks to the present and future prospects. Brands that have turned around—individuals, companies, products, and causes—have done so in large part because they did a lot of things better, they evolved and innovated, and they didn’t stop there. Whether the improvements and changes were incremental or radical and revolutionary, most were integrated ...