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

Larry Light Arcature LLC , Joan Kiddon Arcature LLC

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Book Description

Feb. 9 2009

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...

  • Refocus Your Entire Organization
  • Restore Your Brand’s Relevance
  • Reinvent Your Brand Experience
  • Reinforce an End-to-End “Results Culture”
  • Rebuild Brand Trust
  • Realize Global Alignment

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Review

"Six Rules for Brand Revitalization is a very good book, and I recommend it for any marketing professional who works in the field of branding. There are many books like it on the shelves but its unique story about McDonald’s makes it stand out, and Light does a great job translating his personal success into principles and rules that anyone can apply to branding situations of any kind." (Designorati, 2/16/2009)

About the Author

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.


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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.1 out of 5 stars  9 reviews
2 of 2 people found the following review helpful
4.0 out of 5 stars This books sizzles when it skewers sacred cows, but understand who wrote it Oct. 23 2010
By The Marketing Guy Who Drives Sales -r - Published on Amazon.com
Format:Hardcover
This book was written about the revitalization and turnaround of brand McDonald's. So starting from there you know this is going to be about a HUGE megabrand. If that isn't your cup of tea then don't buy the book.

For those of you who do read this book, you will be showered with very important lessons about modern branding. The Six Rules of Revitalization will work for just about any brand that has been around for while. Each chapter concludes with lists of Do's and Dont's and the book is filled with insights on how to bring back a brand once it is danger of losing all relevance. You'll learn how to be introspective and honest enough to create a plan for a brand turn-around.

This book really sizzles in chapter 5 when Larry Light takes on the "positionistas" (read: Ries & Trout) and challenges assumptions about brand positioning theory as you might know it and goes on to make a compelling case as to why megabrands are exempt from such rules. "They believe that brands are simple, single-word ideas. And once this idea is established, they believe that you cannot change people's minds. This is wrong." (p. 125) I loved it! I bet you'll have your own brand belief system challenged also.

You will learn about alignment (internal and global), brand journalism, the brand loyalty ladder and just exactly what it takes to take and existing brand and bring it back to a leadership position. The author reminds us that a powerful brand is not the same as a big brand and that repeat purchase behavior is not necessarily a sign of brand loyalty. You'll learn that the "sales is all that matters" mentality might be harming your business and that you must build your brand based on both quantity AND quality of sales.

If you are responsible for business marketing and/or branding on any level then there is something in this book for you. I highly recommend it.

~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
1 of 1 people found the following review helpful
4.0 out of 5 stars A Good Read about a Great Turnaround May 22 2009
By Conor Cunneen - Published on Amazon.com
Format:Hardcover
Few companies have managed to achieve as dramatic a corporate turnaround as McDonald's. The story of the hamburger giant is a classic case of a company forgetting about the customer and simply believing its own blarney before it eventually rediscovered the holy grail.

The McDonald's rebirth can be credited primarily to CEO Jim Cantalupo and his protégé Charlie Bell, but there are a lot of lesser lights (what an awfully bad pun) who made major contributions to the re-energized McDonald's. One of those is Larry Light, a former consultant to McDonald's who was asked by Charlie Bell to join the ailing organization and walk the talk.

Authors Larry Light and Joan Kiddon provide excellent rules for any brand manager. They're not particularly new, but they are straightforward and most definitely they are rules that Ronald McDonald and company paid little attention to in the years prior to 2003.
The rules Light and Kiddon cite are:
Refocus the Organization
Restore Brand Relevance
Reinvent the Brand Experience
Reinforce a Results Culture
Rebuild Brand Trust
Realize the Global Alignment

We are provided with an interesting insight into some of the hubris which dominated McDonald's. In 1998, Chairman Mike Quinlan told Business Week, "We don't have to change. We have the most successful brand in the world" Wow! Light is not afraid to point fingers but most of the anecdotes and material are culled from business publications - I'm sure he is on some type of confidentiality clause.

Nevertheless the rules and concepts are powerful. The authors are adamant that consistency in communication is critical. One of the reasons for the lack of clear brand essence for the Golden Arches was the company implemented 21 different advertising campaigns between 1960-2002! Light takes us through the development of "i'm lovin' it" which has now been running for 6 years in a very professional, well coordinated global campaign.

Light writes primarily about the period 2002-2005 when he was Global Chief Marketing Officer. In what is surely a frightening insight into how fast our world is changing, there is not one reference to Facebook, Twitter, Social Marketing, blogs etc.!!

This is one of those books that is a good fast read, by an author who believes he is God's gift to marketing, but to be fair it is well worth returning to especially when preparing your next brand plan.

If you are interested in the Mcdonald's story, you should also consider
Everything I Know About Business I Learned at McDonald's: The 7 Leadership Principles that Drive Break Out Success
4.0 out of 5 stars worth the time to read June 29 2013
By Russell - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Very good read, did not get bogged down repeating, very fresh. I would definitely recommend to take the time to read.
5.0 out of 5 stars Excellent book - worth a read Jan. 16 2013
By ehr99 - Published on Amazon.com
Format:Hardcover|Verified Purchase
This book is really easy to read and provides some interesting insights into branding. A must for any marketing students.
3.0 out of 5 stars Same old... Jan. 9 2013
By john - Published on Amazon.com
Format:Hardcover|Verified Purchase
Not much new in the content... I thought the book would offer more insights and innovative ways to think about branding.

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