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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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Introduction

By the beginning of 2006, the two leaders of the McDonald’s turnaround had died. Several key senior managers, who had supported the turnaround with words and actions, had left the company. Over the course of nine years, you can read the clear public reporting showing the pathway of McDonald’s steady decline. The years 2014 and 2015 have given us an in-depth picture of McDonald’s deterioration. (This story is described in detail online at www.ftpress.com/sixrules.)

Over the past two years, other big, beloved brands have weakened as well. For example:

• Kraft, recently split into two after the purchase of Cadbury, found itself in the arms of Heinz, itself a recent acquisition of the Brazilian equity group (3G Capital) that owns Burger ...

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