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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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10. Tendency 10: The Lack of a Coherent Plan to Win

Over the course of his McDonald’s CEO tenure, Jim Skinner repeatedly praised the brand’s Plan to Win as providing the direction that delivered quarter after quarter of rising revenues. The McDonald’s Plan to Win was the product of Jim Cantalupo, Charlie Bell, and Larry Light. It was crafted as the three-year blueprint for the McDonald’s turnaround. Before he died, Charlie Bell spoke multiple times about a Plan to Win 2.0 that would guide the brand past its successful turnaround. He understood that there is a real difference between a turnaround plan and a growth plan. However, over time many of the customer-focused elements of the Plan to Win were compromised. Unfortunately, the Plan to Win ...

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