Six rules for brand revitalization: learn how companies like McDonald's can re-energize their brands

Originally published by Wharton School Publishing

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 McDonalds. Larry Light, the Global Chief Marketing Officer who spearheaded McDonalds 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 McDonalds experience, offering detailed dos and donts for everything from market segmentation to RandD to executive leadership. Youll 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! (Source: www.whartonsp.com)