“Larry and Joan have laid out a great set of guiding principles for any business executive–whether they are revitalizing a brand or making sure it stays relevant.”
Russ Smyth, CEO, H&R Block; former President, McDonald’s Europe
“This book not only offers a unique insight into how the McDonald’s brand was successfully revitalized, but even more importantly it describes six very useful rules for how to revitalize any brand.”
Hans Straberg, President and CEO, Electrolux AB, Sweden
“This book demonstrates the fundamental truth that brand building begins with understanding changing consumer wants. Creating, building, maintaining, and strengthening consumer relevance is the key to brand success. This book is a gift for those who believe in brands and know that marketing is bigger than just advertising.”
Howard Walker, former President, M&M/Mars
“Over the past two years, Larry has been a great partner in transforming our organization to a more customer-centric one.”
Vincenzo Picone, Global Chief Marketing Officer, GE Capital
Are you responsible for reinvigorating your brand to achieve enduring profitable growth? Or for keeping your still-strong brand from fading in relevance and value? This extraordinary book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global Chief Marketing Officer who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and coauthor Joan Kiddon illuminate their blueprint with specific examples from McDonald’s experience, offering detailed “dos” and “don’ts” for everything from market segmentation to R&D to executive leadership. You’ll discover how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on a profound knowledge of your customers...and reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Light and Kiddon reveal how to define and measure progress, rebuild brand trust within and outside the organization, create a “plan to win,” and execute on it!
Revitalize your brand, in six steps! Learn how to...
At the turn of the millennium, McDonald's faced a host of serious problems: a decline in food quality, branding issues, indifferent employees, shoddy service and a poor bottom line. The global brand consulting company Arcature LLC was brought in to develop a global brand direction, and Light (global chief marketing officer of McDonald's during those years)-with others-resuscitated the brand. Though the authors offer a few rushed suggestions for executives trying to recover their failing brands, or to avert the crisis in the first place, the book is essentially a hosanna to Light's corporate messianic abilities. The titular six rules-refocus the organization, restore brand relevance, reinvent the brand experience, reinforce a results culture, rebuild brand trust and realize global alignment-are addressed, but sketchily, and without much direction for how they can be applied to companies that are not lucky enough to be the world's most successful fast-food chain. Though the book offers small nuggets of useful advice, it suffers from its self-congratulatory tone, anecdotal filler and dry writing. (Mar.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.