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How to Innovate in Marketing (Collection), 2/e

Book Description

A brand new collection of authoritative guides to marketing innovation

4 authoritative books deliver state-of-the-art guidance for more innovative, more effective, more measurably successful marketing!

This 4-book collection will help you bring world-class innovation to marketing and everything that touches it! Start with Making Innovation Work: a formal process that can help you drive top and bottom line growth from innovation throughout marketing and beyond. Packed with new examples, it will help you define the right strategy for effective marketing innovation… structure organizations and incentivize teams to innovate… implement management systems to assess your progress… effectively use metrics from idea creation through commercialization. Next, in Real-Time Marketing for Business Growth, top business consultant Monique Reece offers a proven, start-to-finish blueprint for igniting profitable, sustainable growth. Reece’s “PRAISE” process builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution… how to clarify your company’s purpose, customer value, and best opportunities… fix sales and marketing problems that have persisted for decades… accurately measure marketing’s real value… combine proven traditional marketing techniques with new social media practices… systematically and continually improve customer experience and lifetime value. Then, in Marketing in the Moment, leading Web marketing consultant Michael Tasner shows exactly how to drive maximum value from advanced Web, online, mobile, and social marketing. Discover which new technologies deliver the best results (and which rarely do)... how to use virtual collaboration to executive marketing projects faster and at lower cost... how to build realistic, practical action plans for the next three months, six months, and twelve months. Finally, in Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach invaluable lessons from one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global CMO 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 Joan Kiddon illuminate their blueprint with specific examples, offering detailed “dos” and “don’ts” for everything from segmentation to R&D, leadership to execution. If you’re in marketing (or anywhere near it) this collection’s techniques can powerfully and measurably improve your performance, starting today!

From world-renowned marketing expertsTony Davila, Marc Epstein, Robert Shelton, Monique Reece, Michael Tasner, Larry Light, and Joan Kiddon

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Table of Contents
  4. Making Innovation Work: How to Manage It, Measure It, and Profit from It, Updated Edition
    1. Copyright Page
    2. Praise for Making Innovation Work, First Edition
    3. Introduction to Updated Edition
      1. MIW’s Formula for Success
      2. New Perspectives Emerging from Recent Experience
      3. Conclusion
      4. Endnotes
    4. Introduction
      1. Objective of This Book
    5. 1. Driving Success: How You Innovate Determines What You Innovate
      1. Innovation Is the Power to Redefine the Industry
      2. The Innovation Imperative: Driving Long-Term Growth in Top and Bottom Lines
      3. How to Make Innovation Work: How You Innovate Determines What You Innovate
      4. The Rules of Innovation
      5. Summary: The Innovation Company
    6. 2. Mapping Innovation: What Is Innovation and How Do You Leverage It?
      1. A New Model of Strategic Innovation
      2. Business Model Change
      3. Technology Change
      4. Three Types of Innovation
      5. Innovation Model and the Innovation Rules
    7. 3. Choosing Your Destiny: How to Design a Winning Innovation Strategy
      1. Choosing the Right Strategy
      2. Play to Win and Play Not to Lose Strategies
      3. Too Much of a Good Thing
      4. Clearly Defined Innovation Strategy Drives Change
      5. Do You Select an Innovation Strategy?
      6. Risk Management and Innovation Strategy
      7. Innovation Strategy: The Case of the Pharmaceutical Industry
      8. Strategy and the Innovation Rules
    8. 4. Organizing for Innovation: How to Structure a Company for Innovation
      1. Organizing for Innovation
      2. Developing an Internal Marketplace for Innovation
      3. Outsourcing Innovation
      4. Integrating Innovation within the Organization
      5. The Leadership Role
      6. Organization and the Innovation Rules
    9. 5. Management Systems: Designing the Process of Innovation
      1. Systems and Processes Make Things Happen
      2. The Objectives of Well-Designed Innovation Systems
      3. Choosing and Designing Innovation Systems
      4. Management Systems Comparison
      5. Electronic Collaboration
      6. Management Systems and the Innovation Rules
    10. 6. Illuminating the Pathway: How to Measure Innovation
      1. To Measure or Not to Measure?
      2. A Balanced Scorecard for Measuring Innovation
      3. Designing and Implementing Innovation Measurement Systems
      4. The Barriers to Effective Performance Measurement
      5. Measurement and the Innovation Rules
    11. 7. Rewarding Innovation: How to Design Incentives to Support Innovation
      1. The Importance of Incentives and Rewards
      2. Motivation
      3. A Framework for Incentive Systems’ Design
      4. Setting Goals for Measuring Performance
      5. Performance Evaluation and Incentive Contracts
      6. Incentive Contracts
      7. Key Considerations in Designing Incentives Systems for Innovation
      8. Incentives and Rewards, and the Innovation Rules
    12. 8. Learning Innovation: How Do Organizations Become Better at Innovating?
      1. The Importance of Learning
      2. A Model of Learning
      3. Learning Systems for Innovation
      4. How to Make Learning Work in Your Organization
      5. The Dynamic Nature of Innovation Strategy
      6. Learning and the Innovation Rules
    13. 9. Cultivating Innovation: How to Design a Winning Culture
      1. How Culture Affects Innovation
      2. Is Innovation the New Religion?
      3. The Danger of Success
      4. Organizational Levers of an Innovative Culture
      5. Different Country Cultures Breed Different Innovation Cultures
      6. People and Innovation
      7. The Role of Senior Management
      8. Culture and the Innovation Rules
    14. 10. Conclusion: Applying the Innovation Rules to Your Organization
      1. Combining Creativity with Commercial Savvy
      2. Smart Execution
      3. The Role of Leadership
      4. Diagnostics and Action
      5. Organizing Initiatives
      6. Generating Innovation Value
    15. Endnotes
      1. Chapter 1
      2. Chapter 2
      3. Chapter 3
      4. Chapter 4
      5. Chapter 5
      6. Chapter 6
      7. Chapter 7
      8. Chapter 8
      9. Chapter 9
      10. Chapter 10
    16. Bibliography
    17. Additions to Bibliography for Updated Edition
    18. Index
  5. Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution
    1. Copyright Page
    2. Dedication Page
    3. Praise for Real Time Marketing for Business Growth
    4. Foreword
    5. Acknowledgments
    6. About the Author
    7. Introduction
      1. Imagine
      2. A New Way of Marketing......
      3. Decision-Making Framework
    8. Section I. Purpose: Define Your Purpose
      1. 1. What Is Purpose and Why Is It Important?
        1. Purpose-Driven Companies Make Higher Profits
        2. Create Raving Fans
        3. When Employees Leave at Night, So Does Your Business
        4. Company Purpose: Intentional or Dysfunctional?
      2. 2. A Mission Statement Answers “Why Do We Exist?”
        1. RedShift Framing Mission Statement
        2. Clinic Service Corporation Mission Statement
        3. Does Your Mission Statement Inspire?
      3. 3. Create a Compelling Vision
        1. Tell a Story
      4. 4. Core Values Drive Behavior
        1. Make It Personal
      5. 5. The “C” Word
        1. What Do Pizza and Shoes Have in Common?
        2. Committable Core Values
        3. Zappos Core Values
        4. Zappos Core Values
      6. 6. How The Ritz-Carlton Creates and Sustains a High-Performance Culture
        1. How The Ritz-Carlton Mystique Works
        2. What Can 15 Minutes a Day Do for Your Company?
        3. The Transformation to Passionate Advocacy
      7. 7. Defining Core Values
        1. Defining Corporate Values
      8. 8. Game Changers
        1. Purpose-Driven Companies Are More Profitable
        2. New Belgium Brewing: Passionate About Purpose, People, Sustainabilty, and of Course, Beer
        3. New Belgium Brewing Purpose Statement
        4. A Strong Internal Brand Equals a Powerful External Brand
        5. “Just Do It” Campaign Among Bedbury’s Accomplishments
      9. 9. Do What You Love and the Money Will Follow
        1. A New Wave of Entrepreneurship
      10. 10. Measurable Goals Drive Success
        1. The Balanced Scorecard Goal Framework
        2. Goal Categories
      11. 11. Situation Analysis and SWOT Analysis
        1. Situation Analysis
        2. SWOT Analysis
        3. Summary
        4. P • R • A • I • S • E™ Marketing Process
        5. Summary: Section I
    9. Section II. Research: Market Opportunity
      1. 12. The Biggest Mistake Entrepreneurs Make
        1. Know What You Don’t Know
      2. 13. A Micro to Macro Process
        1. Goals of a Research Plan
      3. 14. Micro Perspective: Focus on High-Value Customers
        1. The Most Powerful (and Easiest) Way to Improve Profitability
        2. Existing Customer Analysis and Segmentation
      4. 15. Love Your Loyal Customers
        1. How Do You Measure Loyalty?
        2. Measure Customer Profitability and CLV
        3. Building Customer Loyalty
        4. Measure Customer Delight, Not Satisfaction
        5. Net Promoter Score
        6. Intuit: How the Best Get Better
      5. 16. 1:1 Marketing: Treat Different Customers Differently
        1. Make Customers the Center of Your Universe
      6. 17. Marketing’s Secret Weapon
        1. Customer-Focused Culture at OrangeGlo
        2. Tips to Create a Customer-Centric Culture
      7. 18. Create Unique Customer Experiences
        1. Customers for Life
      8. 19. Customer Experience: The Dark Side
        1. Customer Experience: The Dark Side
        2. Why Consumers Are Skeptical
        3. Live By the Golden Rule
        4. Customer Service Gone Bad
      9. 20. Why Do Customers Buy?
        1. Why People Buy
        2. Action
      10. 21. Real-Time Customer Research
      11. 22. Macro Perspective: Get the Big Picture
        1. Market Segmentation and Target Marketing
        2. Identifying Target Market Segments
        3. Business-to-Business (B2B) Target Markets
      12. 23. Market Segmentation for the Twenty-First Century
        1. Clayton Christensen on Market Segmentation
        2. Why Is Your Product or Service Hired?
      13. 24. Zeroing in on Consumer Target Markets
      14. 25. Forecasting Demand
        1. Forecasting Believable and Realistic Demand (Not What You Think a VC Wants to See)
      15. 26. Competition: Keep Your Friends Close and Your Enemies Closer
        1. Observe and Learn
        2. Competitive Information Sources
      16. 27. Anticipate the Unexpected: Research Macro-Environmental Factors
        1. Macro-Environmental Factors
        2. Seize Advantage in a Downturn
        3. Summarize the Secondary Research Plan
      17. 28. Get Smart: Talk to Your Customers
        1. Developing Your Primary Research Plan
        2. Tips for Creating a Customer Survey
        3. Online Survey Tools
      18. 29. Social Media and Online Tools Enable Real-Time Research
        1. News Aggregators
        2. Using Social Media for Real-Time Research
        3. Social Networking and Bookmarking
        4. Tools and Gadgets
        5. Blogs
        6. Analysts Track Trends and Make Sense of Them
        7. P • R • A • I • S • E™ Marketing Process
        8. Summary: Section II
    10. Section III. Analyze: Growth and Profit Potential
      1. 30. Business Expansion: Vulnerable or Poised for Growth?
        1. Complementary Products and Services
      2. 31. Substitute Products and Services
      3. 32. Disrupt and Innovate
        1. Finding New Value
        2. Finding New Value: Part I
      4. 33. Finding New Value: Part Deux
        1. Broaden the Buyers
        2. Create Customer Experiences
        3. Tap into Trends
        4. Distinctive Delivery
        5. Imagine and Innovate
        6. Finding New Value: Part II
        7. Summary
      5. 34. Pricing Strategy and Objectives
        1. Mapping Customer Value to Pricing Strategy
        2. Training Industry Example
      6. 35. Analyze Price and Profitability by Product and Service
        1. Revenue/Cost Analysis
        2. Worksheet
      7. 36. Distribution and Channel Sales Strategy
        1. Choose the Right Channels
        2. Channel Considerations
      8. 37. Formula for Success: Real-Time Channel Development
        1. Real-Time Channel Development
      9. 38. Analyzing and Selecting Channels
        1. Avoid Channel Conflict
        2. Channel Checklist: Devil’s in the Details
      10. 39. Strategic Alliances and Partnerships
        1. Strategic Alliance and Partnership Success Factors
        2. Channel Mapping
        3. P • R • A • I • S • E™ Marketing Process
        4. Summary: Section III
    11. Section IV. Strategize: Growth Opportunities
      1. 40. What Is Strategy?
        1. Strategy Process
      2. 41. A Framework and Process for Strategy Development
      3. 42. Target Market Strategies
        1. Rich, Niche Markets
        2. Mass Market Penetration
        3. Attract Early Adopters, Maximize Profits
        4. Market Penetration Strategy Requires Innovation
      4. 43. Positioning Strategy
        1. Types of Positioning
        2. Create a Positioning Statement
        3. Characteristics of Successful Positioning
      5. 44. What Is Your Brand Worth?
        1. Personify Your Brand
        2. Results of Strong Brand Equity
      6. 45. Design Your Brand Personality and Essence
        1. Moser: Brand Roadmap Can Drive Company’s Marketing
      7. 46. Customer Strategies
        1. Customer Loyalty Objectives and Strategies
      8. 47. Listen and Respond
        1. Emotion Is Viral
      9. 48. Customers Are Your Best Advisors
      10. 49. Customers Are Cocreaters
        1. The $1 Million Prize
        2. Customer Engagement: A New Business Model
      11. 50. Product and Service Strategy
        1. Product Life Cycle Stages
        2. Are You a Pioneer or a Follower?
      12. 51. Product Differentiation
        1. Method Products Make a Clean Sweep in Product Category
        2. Design with a Purpose
      13. 52. Competitive Strategies
        1. Pick Your Battle Position
        2. The Downside of Winning
      14. 53. Growth Strategies
        1. Acquisition
        2. Strategic Alliances and Partnerships
        3. New Distribution Channels
        4. New Markets
        5. Adobe Makes Lemonade Out of Lemons
        6. New Customers
        7. New Products
      15. 54. Innovation Strategies
        1. Innovation Models
      16. 55. The Long Tail
        1. New Revenue Streams and Business Models
      17. 56. Nurture a Culture of Innovation
        1. Three Versus Drive Innovation and Growth
        2. Kumar: Differentiate Company Marketing with Three Vs
      18. 57. Sales Strategy and Plan
        1. Sales Strategy and Plan
      19. 58. Marketing Objectives Drive Strategy
      20. 59. The Art and Science of Developing Strategy
        1. Strategy Integration
        2. A Final Word
        3. P • R • A • I • S • E™ Marketing Process
        4. Summary: Section IV
    12. Section V. Implement: Traditional and New Media
      1. 60. The State of Marketing Today
        1. Changes in Latitudes, Changes in Attitudes
        2. Facts, Stats, and Key Trends
        3. Key Trends Driving Marketing
        4. Expert Discusses How to Measure Marketing
        5. Part I. Social Media, Digital Media, and Personal Communication Tactics
      2. 61. Digital Base Camp: Create a Great Web Site
        1. Design for User Experience
        2. Make Your Web Site Interactive and Targeted
        3. Integrated Technologies Deliver Better Customer Service
        4. Provide Value For Free
      3. 62. Search Engine Marketing (SEM) and Optimization
        1. Optimize Your Web Site
      4. 63. Online Advertising
        1. Display Advertising
        2. Sponsorships and Affiliate Advertising
        3. Ad Exchanges
      5. 64. Email Marketing
      6. 65. Mobility Marketing
        1. Widgets, Gadgets, and Mobile Applications
        2. A Growing Tidal Wave of Opportunity
        3. How Companies Use Mobile Phones to Drive Business
      7. 66. Social Media: Build Your Brand and Connect with Customers
        1. A Shift of Power
        2. The Real Value of Social Media
        3. Social Media Principles
      8. 67. What We Know So Far: Surprising Statistics
        1. Business Results from Social Media
      9. 68. Measuring the Effectiveness of Social Media
        1. Operationalize Social Media
      10. 69. Social Media Networks
        1. LinkedIn
        2. Facebook
        3. Twitter
        4. How to Use Twitter as a Twool
        5. Social Bookmarking Sites
      11. 70. The Blogosphere
        1. Getting Started
      12. 71. Social Media Strategy and Planning Guide
        1. Social Media Strategy
      13. 72. Word of Mouth: Viral Marketing and Buzz
        1. Stunts and Pranksters
        2. Historical Milestone
        3. Viral Marketing: A Case Study from Obama
      14. 73. Public Relations
        1. What’s New, Who Cares?
        2. The Mechanics
        3. Marketing and Sales Program ROI Analysis
        4. Part II. Create a Tactical Plan with Execution Built-In
      15. 74. Make Marketing Measurable
        1. Individual Tactics Description
      16. 75. Implementation Calendar and Budget
        1. Implement
        2. Summary: Section V
    13. Section VI. Execute and Evaluate: Create a Culture of Execution
      1. 76. The Problem with Marketing
        1. How to Fix the Biggest Problems in Sales and Marketing
      2. 77. Asset-Based Marketing Measurement
        1. Holistic Marketing Measurement
        2. Key Performance Measures
      3. 78. Evaluate: What Is Measured Improves
        1. Purpose
        2. Research
        3. Analyze
        4. Implement
        5. Strategize
        6. Evaluate and Execute
      4. 79. ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured
        1. ROI Optimizer™ Process
        2. Top-Down and Bottom-Up Analysis
        3. Demand Chain Optimization
      5. 80. The Balanced Scorecard
        1. What Is Measured Improves
      6. 81. The Art and Science of Execution
        1. Former GE Chief Shares His Thoughts on Management Trends
      7. 82. Real-Time Marketing Planning
      8. 83. Create a Culture of Execution
        1. Culture Rules! 10 Principles to Drive Business Success... and Have More Fun
        2. 1. It’s the Economics, Stupid
        3. 2. Walk the Talk
        4. 3. Integrity, Accountability, and Trust
        5. 4. Create a Compelling Vision
        6. 5. Product Myopia Is the Death Spiral
        7. 6. Love Is the Killer App
        8. 7. Feedback Is the Breakfast of Champions
        9. 8. Relentless Communication
        10. 9. Link Planning to Operations
        11. 10. Marketing Is Not a Department: It’s a State of Mind
        12. Evaluate and Execute
        13. Summary: Section VI
      9. 84. Now It’s Up to You
    14. Endnotes
    15. Workshops and Training Programs
      1. Personal Training and Coaching
      2. Corporate Training and Workshops
      3. Speaking
    16. Real-Time Marketing for Business Growth Free Resources and Tools
      1. Real-Time Marketing for Business Growth Book Resources
      2. Social Media Strategy and Planning Guide
      3. Research Resources Guide
      4. Articles, Tools, Templates, and Products
      5. MarketSmarter Blog and Newsletter
      6. Business Coaching
    17. Appendix. Marketing Plan Template
      1. I. Purpose
      2. II. Research
      3. III. Analyze
      4. IV. Strategize
      5. V. Implement
      6. VI. Execute and Evaluate
      7. Index
    18. Financial Times Press
  6. Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First
    1. Copyright Page
    2. Dedication Page
    3. Praise for Marketing in the Moment
    4. Foreword
    5. Acknowledgments
    6. About the Author
    7. Introduction
      1. Recognize Any of These?
      2. What Does This Mean to You?
      3. Move Out of the Way, or Jump on the Bullet Train
      4. Why Should You Listen to Me?
      5. How to Use This Book
      6. Tas Tip
      7. FAQs
    8. Chapter 1. The Mindset Shift: From Web 2.0 to Web 3.0
      1. What Is Web 2.0?
      2. The Limitations of Web 2.0
      3. What Is Web 3.0 Marketing?
    9. Chapter 2. Are You Ready for Web 3.0 Marketing?
      1. How Web 3.0 Marketing Will Affect Your Business, Your Company, and Your Life
      2. Conducting a 360-Degree Review of Your Web Platform and Marketing Efforts
      3. Investing in New and Additional Technology
      4. The Top Five Things You Need to Do to Master and Prepare for the Web 3.0 Wave
    10. Chapter 3. Content Marketing: Understanding and Capitalizing on the Drastic Shift Taking Place
      1. The Content-Delivery Change Taking Place
      2. From Blogging to Microblogging
      3. Tas Tip
      4. Twitter and How It’s Changing the World
      5. How to Get a Massive Number of Twitter Followers
      6. Tas Tip
      7. Advanced Twitter-Building Tactics and Other Twitter Tools
    11. Chapter 4. Mobile Marketing: Tapping into Billions of Cellphone Users
      1. What Is Mobile Marketing?
      2. A World Run on BlackBerrys, iPhones, and Mobile Devices
      3. How to Implement Mobile Marketing
    12. Chapter 5. Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe
      1. The Basics of Virtual Reality World Communities
      2. How to Leverage the Trend
      3. Virtual Trade Shows and Events
      4. Tas Tip
      5. Virtual-Reality-World Banner Ads
    13. Chapter 6. Video Marketing: Taking Video to the Next Level
      1. The Video Craze
      2. Tas Tip
      3. Shifting from YouTube to Ustream and Beyond
      4. Tas Tip
      5. Tas Tip
      6. Internet TV
      7. The Flip Video Craze
    14. Chapter 7. Web Applications: How to Effectively Use Apps in Your Marketing
      1. What Are Web Apps?
      2. Tas Tip
      3. Apps for Personal and General Business Use
      4. Using Apps in Web 3.0 Marketing
    15. Chapter 8. Open-Source Code: How to Find and Use Others’ Hard Work for Maximum Impact
      1. What Is Open-Source Code?
      2. Using Open-Source Code
      3. Tas Tip
    16. Chapter 9. Collaboration: Connecting and Sharing Data at Lightning-Speed Paces
      1. Google Apps
      2. Tas Tip
      3. How You Can Leverage Collaboration Tools
      4. Tas Tip
    17. Chapter 10. Web 3.0 Companies
      1. Company: Amazon
      2. Company: Zappos
      3. Company: Salesforce.com
      4. Company: Cisco
    18. Chapter 11. Your Action Plan: Putting It All Together and Taking Action
      1. Your Action Plan for the Next Three to Six Months and Beyond
      2. Tas Tip
      3. Tas Tip
      4. Final Thoughts on the Evolution of the Web
    19. Conclusion: The Art of Giving Back
    20. Some of My Favorite Charities
    21. How to Start Giving Back
    22. Index
    23. Financial Times Press
  7. Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands
    1. Copyright Page
    2. Dedication Page
    3. Acknowledgments
    4. About the Authors
    5. Preface
    6. Introduction to the Rules and the Rules-Based Practices
    7. Chapter 1 Background to the Turnaround
      1. Big Brand in Big Trouble
      2. What Went Wrong?
      3. Ray Kroc’s Vision
      4. Chain of Supply
      5. The Opening Salvo
      6. What’s Going On?
      7. Our Leading Edge: Our Leaders
      8. The Plan to Win
      9. Brand Power
      10. Summary
    8. Chapter 2 The Six Rules of Revitalization
      1. Branding Is Not the Same As Advertising
      2. A Brand Versus a Product or Service
      3. The Six Rules
      4. Rule #1: Refocus the Organization
      5. Rule #2: Restore Brand Relevance
      6. Rule #3: Reinvent the Brand Experience
      7. Rule #4: Reinforce a Results Culture
      8. Rule #5: Rebuild Brand Trust
      9. Rule #6: Realize Global Alignment
    9. Chapter 3 Rule #1: Refocus the Organization
      1. Brand Purpose
      2. The McDonald’s Brand Purpose
      3. The Value Equation
      4. Financial Discipline
      5. Operational Excellence
      6. Leadership Marketing
      7. The Do’s and Don’ts of Refocusing the Organization
    10. Chapter 4 Rule #2: Restore Brand Relevance
      1. Thorough Knowledge of the Marketplace
      2. Understanding the Market Segmentation
      3. Needs-Based Segmentation Profiles
      4. Prioritizing the Markets
      5. Synthesis Versus Analysis
      6. Prioritize, Prioritize
      7. Leadership Marketing
      8. McDonald’s Segmentation
      9. What Is the Brand Promise?
      10. Brand Pyramid
      11. Brand Essence
      12. Paradox Promise
      13. McDonald’s Paradox Promise
      14. The Do’s and Don’ts of Restoring Relevance
    11. Chapter 5 Rule #3: Reinvent the Brand Experience
      1. People
      2. Product
      3. Place
      4. Price
      5. Promotion
      6. Conclusion
      7. The Do’s and Don’ts of Reinventing the Brand Experience
    12. Chapter 6 Rule #4: Reinforce a Results Culture
      1. All Growth Is Not Equally Valuable
      2. Balanced Brand-Business Scorecard
      3. The Do’s and Don’ts of Creating a Results Culture
    13. Chapter 7 Rule #5: Rebuild Brand Trust
      1. Crisis of Credibility
      2. Five Principles of Trust Building
      3. You Are What You Do
      4. Lead the Debate; Don’t Hide from It
      5. The Arrow Is Aimed at Fast Food
      6. Openness Is an Opportunity
      7. Trusted Messages Must Come from a Trustworthy Source
      8. Good Citizenship Pays
      9. The Do’s and Don’ts of Rebuilding Trust
    14. Chapter 8 Rule #6: Realize Global Alignment
      1. Alignment
      2. Freedom Within a Framework
      3. Internal Marketing Is a Must
      4. The Do’s and Don’ts of Realizing Global Alignment
    15. Chapter 9 Realizing Global Alignment: Creating a Plan to Win
      1. The Three Sections of the Plan to Win
      2. KIDDO Garden Foods
      3. Step One: Brand Direction—Articulating the Brand Purpose and Brand Promise
      4. Step Two: Creating the Five Action Ps
      5. Step Three: Performance Measures
      6. Implications of a Plan to Win
      7. The Do’s and Don’ts of Creating a Plan to Win
    16. Chapter 10 Do the Six Rules of Revitalization Work?
      1. Moving Forward
      2. Summary: Brand Revitalization
    17. Index