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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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17. Rule 4: Reinforce a Results Culture

A results culture is one that is evaluated based on producing measurable results. It means having a clear relationship between executive rewards and brand-business performance. A results culture rests on measurable milestones and rewarding people based on performance where progress is tracked in a Balanced Brand-Business Scorecard.

People manage what management measures, recognizes, and rewards. We need to create a Balanced Brand-Business Scorecard that evaluates whether we are producing the right results the right way. Certainly, this was the focus that Gordon Bethune applied at Continental. It is also what transpired at McDonald’s during the turnaround. Rich Floersch, who managed human resources and was ...

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