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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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19. Rule 6: Realize Global Alignment

“None of us are as good as all of us.”1

Ray Kroc’s belief was that working together works best. It was a principle that drove him every day. Everyone should work first and foremost for the system, of which we are all a part. And, by working together to make the system prosper, each individual would be working for his own personal success. He told the owner-operators, “You are in business for yourself, but not by yourself.”2 For Ray Kroc, for McDonald’s, and for any organization working for the greatness of their brand(s), alignment is everything. Alignment means we are working together toward the same destination. We all have the same Brand Purpose and Promise as our goals. We have the same view as to where ...

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