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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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13. Break the LOCK on Brand Troubles

The Twelve Tendencies for Trouble are symptoms of four overarching corporate and brand failures. These four failures essentially lock out the ability for a brand to turn around and generate enduring profitable growth. Before a brand can successfully revitalize, it must break the LOCK on

1. Leadership

2. Organization

3. Culture

4. Knowledge

Failure #1: Leadership

Without sounding trite, having a customer-and brand-focused leader and leadership team makes a difference. The change from Wall Street-focused Jack Greenberg to customer-and brand-focused Jim Cantalupo was huge. Jim Cantalupo knew that the brand needed resuscitation. He believed in his team. He handpicked Charlie Bell as his successor. Together, they ...

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