You are previewing Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition.
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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition

Book Description

Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success.

Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value.

Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes… how to reenergize them… why hard-to-change bad habits can lead brands back into trouble again… and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!

Table of Contents

  1. About This E-Book
  2. Title Page
  3. Copyright Page
  4. Praise from the First Edition of Six Rules for Brand Revitalization
  5. Contents
  6. Acknowledgments
  7. About the Authors
  8. Preface
  9. Introduction
  10. Part I: The Twelve Tendencies for Trouble
    1. 1. Tendency 1: The Arrogance of (Great) Success
      1. Endnotes
    2. 2. Tendency 2: The Comfort of Complacency
      1. Endnotes
    3. 3. Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes
      1. Endnotes
    4. 4. Tendency #4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction
      1. Endnotes
    5. 5. Tendency 5: The Belief That What Worked Yesterday Will Work Today
      1. Endnotes
    6. 6. Tendency 6: The Failure to Innovate
      1. Endnotes
    7. 7. Tendency 7: The Lack of Focus on the Core Customer
      1. Endnotes
    8. 8. Tendency 8: The Backtracking to Basics
      1. Endnotes
    9. 9. Tendency 9: The Loss of Relevance
      1. Endnotes
    10. 10. Tendency 10: The Lack of a Coherent Plan to Win
      1. Endnotes
    11. 11. Tendency 11: The Lack of a Balanced Brand-Business Scorecard
      1. Endnotes
    12. 12. Tendency 12: The Disregard for the Changing World
      1. Endnotes
    13. 13. Break the LOCK on Brand Troubles
      1. Failure #1: Leadership
      2. Failure #2: Organization
      3. Failure #3: Culture
      4. Failure #4: Knowledge
      5. Endnotes
  11. Part II: The Six Rules of Brand Revitalization...Revisited
    1. 14. Rule 1: Refocus the Organization
      1. Financial Discipline
      2. Operational Excellence and Leadership Marketing
      3. Brand Goals (Purpose and Promise)
      4. Endnotes
    2. 15. Rule 2: Restore Brand Relevance
      1. Thorough Knowledge of the Market
      2. Needs-Based Occasion Market Segmentation
      3. Brand Promise
      4. Endnotes
    3. 16. Rule 3: Reinvent the Brand Experience
      1. Innovation and Renovation
      2. Marketing
      3. The Concept of the New Value Equation
      4. Changing Perception of Value
      5. Trustworthy Brand Value
      6. Fair Value
      7. Deal Loyalty and Real Loyalty
      8. Total Brand Experience
      9. The Five Action Ps of the Plan to Win
        1. People
        2. Product (Service)
        3. Place
        4. Price
        5. Promotion
      10. Brand Journalism
        1. What Is Brand Journalism?
      11. Endnotes
    4. 17. Rule 4: Reinforce a Results Culture
      1. All Growth Is Not Equally Valuable
      2. Trustworthy Brand Value
        1. Measurable Milestones
        2. Recognition and Rewards
        3. The Brand-Business Scorecard
      3. Endnotes
    5. 18. Rule 5: Rebuild Brand Trust
      1. How Do We Define Trust?
      2. Internal Commitment
      3. External Commitment
        1. You Are What You Do
        2. Lead the Debate; Do Not Hide from It
        3. Openness Is an Opportunity
        4. Trustworthy Messages Must Come from a Trustworthy Source
        5. Be a Good Citizen
      4. Trust Capital
      5. Endnotes
    6. 19. Rule 6: Realize Global Alignment
      1. Freedom Within a Framework
      2. Focus
      3. The Plan to Win: Eight Ps
      4. Recap: Plan to Win
      5. Implications of a Plan to Win
      6. The Collaborative Three-Box Model
      7. Endnotes
  12. Part III: The Twelve Truths for Staying Out of Trouble
    1. 20. Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance
      1. Endnote
    2. 21. Truth #2: Institutionalize Change
      1. Endnotes
    3. 22. Truth #3: Define a Clear Strategy for Enduring Profitable Growth
    4. 23. Truth #4: Break Down Silos
      1. Endnote
    5. 24. Truth #5: Reinforce Authenticity
      1. Endnotes
    6. 25. Truth #6: Make Demographics Matter
      1. Endnotes
    7. 26. Truth #7: Act Like a Leader
      1. Endnotes
    8. 27. Truth #8: Stay Relevant
      1. Endnotes
    9. 28. Truth #9: Move from Living Off Current Positive Momentum to Creating Ongoing Positive Momentum
      1. Endnotes
    10. 29. Truth #10: Institute Clear Accountability
    11. 30. Truth #11: Change the Reward System
      1. Endnote
    12. 31. Truth #12: Measure Results
  13. Conclusion
  14. Index