Are you responsible for reinvigorating your brand to achieve enduring profitable growth? Or for keeping a strong brand from fading in relevance and value? World-class brand marketers Larry Light and Joan Kiddon specialize in revitalizing great brands to reignite and sustain growth. Now, they’ve updated their best-selling Six Rules of Brand Revitalization to deliver all the practical insights and techniques you need to do it, too.
Light and Kiddon show how to apply their foundational rules today, serving today’s informed and skeptical customers. Step by step, you’ll refocus your organization, restore brand relevance, reinvent brand experience, reinforce a “results culture,” rebuild brand trust, and realize global alignment. The authors reveal core “truths” for avoiding brand deterioration, identify warning signs of trouble, and offer specific techniques for overcoming them.
This edition is updated throughout with new case studies and a deeper, improved synthesis of the authors' extensive experience revitalizing brands in roles ranging from advertising agency executive to CMO and independent marketing consultant. Its updated case studies include an important new look at McDonald's, which exemplifies an organization that successfully rebuilt its brand but then ran into deep trouble again. Throughout, this edition contains specific, actionable recommendations regarding process change, cultural change, organizational responsibilities and structure, metrics, and many other issues - all updated to reflect today's market and customer realities.