Contents
Introduction to the Rules and the Rules-Based Practices
Chapter 1 Background to the Turnaround
Chapter 2 The Six Rules of Revitalization
Branding Is Not the Same As Advertising
A Brand Versus a Product or Service
Rule #1: Refocus the Organization
Rule #2: Restore Brand Relevance
Rule #3: Reinvent the Brand Experience
Rule #4: Reinforce a Results Culture
Rule #6: Realize Global Alignment
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