9780136043317

"Larry and Joan have laid out a great set of guiding principles for any business executivewhether they are revitalizing a brand or making sure it stays relevant." Russ Smyth,CEO, H&R Block; former President, McDonaldrs"s Europe "This book not only offers a unique insight into how the McDonaldrs"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 McDonaldrs"sreg;. Larry Light, the Global Chief Marketing Officer who spearheaded McDonaldrs"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 McDonaldrs"s experience, offering detailed "dos" and "donrs"ts" for everything from market segmentation to R&D to executive leadership. Yours"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... Refocus Your Entire Organization Restore Your Brandrs"s Relevance Reinvent Your Brand Experience Reinforce an End-to-End "Results Culture" Rebuild Brand Trust Realize Global Alignment

Larry Light is CEO of Arcature LLC, a leading global brand consultant. He served as Global Chief Marketing Officer for McDonald’s during 2002-2005, the crucial years of its marketing turnaround. Working with organizations ranging from Nissan, 3M, to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building brands for enduring profitable growth. Light was formerly Executive Vice-President at BBDO, responsible for market research and media; Chairman and CEO of the international division of Bates Worldwide; and a member of Bates’ Board of Directors.

Joan Kiddon is President, COO of Arcature LLC. She consulted on McDonald’s key strategic projects during the brand turnaround. Kiddon began her marketing career at BBDO in New York, moving to BBDO/West in Los Angeles where she was the Director of Market Research. After several years as an independent consultant, she joined Arcature LLC in 1991.

Acknowledgments	p. xiii
About the Authors	p. xv
Preface	p. xvii
Introduction to the Rules and the Rules-Based Practices	p. 1
Background to the Turnaround	p. 3
Big Brand in Big Trouble	p. 3
What Went Wrong?	p. 4
Ray Kroc's Vision	p. 11
Chain of Supply	p. 12
The Opening Salvo	p. 14
What's Going On?	p. 15
Our Leading Edge: Our Leaders	p. 23
The Plan to Win	p. 25
Brand Power	p. 27
Summary	p. 29
The Six Rules of Revitalization	p. 31
Branding Is Not the Same As Advertising	p. 32
A Brand Versus a Product or Service	p. 32
The Six Rules	p. 33
Rule #1: Refocus the Organization	p. 34
Rule #2: Restore Brand Relevance	p. 35
Rule #3: Reinvent the Brand Experience	p. 35
Rule #4: Reinforce a Results Culture	p. 36
Rule #5: Rebuild Brand Trust	p. 37
Rule #6: Realize Global Alignment	p. 38
Rule #1: Refocus the Organization	p. 41
Brand Purpose	p. 41
The McDonald's Brand Purpose	p. 44
The Value Equation	p. 50
Financial Discipline	p. 53
Operational Excellence	p. 54
Leadership Marketing	p. 55
The Do's and Don'ts of Refocusing the Organization	p. 56
Rule #2: Restore Brand Relevance	p. 59
Thorough Knowledge of the Marketplace	p. 60
Understanding the Market Segmentation	p. 61
Needs-Based Segmentation Profiles	p. 68
Prioritizing the Markets	p. 68
Synthesis Versus Analysis	p. 72
Prioritize, Prioritize	p. 73
Leadership Marketing	p. 75
McDonald's Segmentation	p. 76
What Is the Brand Promise?	p. 77
Brand Pyramid	p. 78
Brand Essence	p. 81
Paradox Promise	p. 84
McDonald's Paradox Promise	p. 85
The Do's and Don'ts of Restoring Relevance	p. 85
Rule #3: Reinvent the Brand
Experience	p. 89
People	p. 91
Product	p. 102
Place	p. 108
Price	p. 116
Promotion	p. 120
Conclusion	p. 138
The Do's and Don'ts of Reinventing the Brand Experience	p. 139
Rule #4: Reinforce a Results Culture	p. 143
All Growth Is Not Equally Valuable	p. 144
Balanced Brand-Business Scorecard	p. 149
The Do's and Don'ts of Creating a Results Culture	p. 159
Rule #5: Rebuild Brand Trust	p. 161
Crisis of Credibility	p. 163
Five Principles of Trust Building	p. 164
You Are What You Do	p. 164
Lead the Debate; Don't Hide from It	p. 168
The Arrow Is Aimed at Fast Food	p. 170
Openness Is an Opportunity	p. 173
Trusted Messages Must Come from a Trustworthy Source	p. 174
Good Citizenship Pays	p. 176
The Do's and Don'ts of Rebuilding Trust	p. 179
Rule #6: Realize Global Alignment	p. 181
Alignment	p. 181
Freedom Within a Framework	p. 182
Internal Marketing Is a Must	p. 184
The Do's and Don'ts of Realizing Global Alignment	p. 186
Realizing Global Alignment: Creating a Plan to Win	p. 189
The Three Sections of the Plan to Win	p. 192
KIDDO Garden Foods	p. 193
Brand Direction-Articulating the Brand Purpose and Brand Promise	p. 194
Creating the Five Action Ps	p. 196
Performance Measures	p. 197
Implications of a Plan to Win	p. 197
The Do's and Don'ts of Creating a Plan to Win	p. 198
Do the Six Rules of Revitalization Work?	p. 201
Moving Forward	p. 202
Summary: Brand Revitalization	p. 204
Index	p. 207
Table of Contents provided by Ingram. All Rights Reserved.

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Introduction Introduction to the Rules and the Rules-Based PracticesThe plan of this book is to share the principles and practices of the McDonald's turnaround. I structured the book around the Six Rules of Revitalization. These are the guiding principles for rejuvenating a brand and creating a brand revitalization mindset. Within each Rule are the practices we followed. Rules are important: They provide the beliefs, commitments, learning, and framework that bring thinking to life. But rules without actions are theory without throughput.The book's structure is shown in Figure 0.1. The driver for brand revitalization, as for all brand building is enduring profitable growth. We must have growthgrow or die, some saybut that growth must be both profitable and enduring. This means that we must have more customers who buy or visit more often who are more loyal and are more profitable.Using these Rules and the rules-based practices embedded within, brand owners, brand managers, and brand teams will see how to revitalize a brand while generating a brand revitalization-centric mindset. I use the McDonald's story, as well as other examples to illustrate and demonstrate how this can be a winning approach.To begin, I believe it is essential to recreate and share the context that existed and precipitated the McDonald's revival.Figure 0.1 The Six Rules for Brand Revitalization Copyright Pearson Education. All rights reserved.

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Six Rules for Brand Revitalization Learn How Companies Like McDonald' Can Re-Energize Their Brands

Six Rules for Brand Revitalization Learn How Companies Like McDonald' Can Re-Energize Their Brands

0136043313

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