By Larry Light
Are you answerable for reinvigorating your model to accomplish enduring ecocnomic progress? Or for holding your still-strong model from fading in relevance and price? This remarkable e-book teaches the important classes of 1 of the main profitable model revitalization tasks in enterprise heritage: the reinvigoration of McDonald’s®. Larry mild, the worldwide leader advertising Officer who spearheaded McDonald’s step forward advertising and marketing projects, provides a scientific blueprint for resurrecting any model, and riding it to unparalleled degrees of luck. mild and coauthor Joan Kiddon remove darkness from their blueprint with particular examples from McDonald’s adventure, delivering distinctive “dos” and “don’ts” for every little thing from industry segmentation to R&D to government management. You’ll detect find out how to refocus all of your association round universal ambitions and a typical model promise...restore model relevance in line with a profound wisdom of your customers...and reinvent your overall model adventure, leveraging innovation, maintenance, advertising and marketing, and price. mild and Kiddon show how to find and degree development, rebuild model belief inside and out of doors the association, create a “plan to win,” and execute on it!
Revitalize your model, in six steps! find out how to...
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Refocus all your Organization
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Restore Your Brand’s Relevance
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Reinvent Your model Experience
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Reinforce an End-to-End “Results Culture”
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Rebuild model Trust
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Realize international Alignment
Read or Download Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands PDF
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Extra resources for Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands
Sample text
Among others, I spoke with members of the senior leadership team, including Matt Paull, Mats Lederhausen, Mike Roberts, Claire Brabowski, and Jim Skinner. There was amazing consistency in these conversations: The McDonald’s business model is built on increased distribution. ” They all agreed that the McDonald’s brand was in trouble. They recognized that recent growth was attributable only to the opening of new restaurants, not increased visits to restaurants. They recognized that the brand image was suffering.
Brands are one-think shopping. They facilitate and expedite decision-making. Brand revitalization requires rigor and readiness to sacrifice what must be sacrificed. Deciding what not to do is as important as deciding what to do. This does not mean change for the sake of change. It does mean changing what is not working even if it is something that has been done for a long time and was a past contributor to brand success. It means a careful examination of resource allocation to 31 From the Library of Garrick Lee 32 SIX RULES FOR BRAND REVITALIZATION assure that the limited money, time, and effort are allocated to those activities that are most likely to yield the desired brand and business performance outcomes.
Instead of growing by building more stores, increase customer visits to our stores. • Re-energize the brand. • Improve profitability. Brand Intent Brand intent comes from those within the corporation. Consumers can tell you what they think they want now; they are not futurists. Consumers can complain, telling you what their problems are; they are excellent at this. But where you want to be, your brand intent, must come from the leadership. The automobile entered the American scene around the turn of the century as an expensive toy for the rich.