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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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14. Rule 1: Refocus the Organization

Refocusing an organization around common goals is the first step for brand revitalization. The key questions that employees have are 1) What are our Common Goals? and, 2) What is our Common Brand Purpose? The aim of the Six Rules is the creation of a coherent Plan to Win. People need to know what is going on and where they are going. Employees do not mind an organizational refocus, especially when the situation is in flux or is on a downturn. But they do expect to know in what direction they are rowing. Is the company on a road to financial health? Are we allocating resources to key areas? Do we all share the same vision for the brand’s future? Refocusing an organization requires organizational realignment ...

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