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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them

Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them

          
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About the Book

The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, presents an intensely practical blueprint for resurrecting or revitalising any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organisation around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes… how to reenergise them… why hard-to-change bad habits can lead brands back into trouble again… and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organisation, create a "plan to win," and execute on it!

Table of Contents:
Part I: The Twelve Tendencies for Trouble     Chapter 1    Tendency 1: The Arrogance of (Great) Success     Chapter 2    Tendency 2: The Comfort of Complacency     Chapter 3    Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes     Chapter 4    Tendency 4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction     Chapter 5    Tendency 5: The Belief That What Worked Yesterday Will Work Today     Chapter 6    Tendency 6: The Failure to Innovate     Chapter 7    Tendency 7: The Lack of Focus on the Core Customer     Chapter 8    Tendency 8: The Backtracking to Basics     Chapter 9    Tendency 9: The Loss of Relevance     Chapter 10   Tendency 10: The Lack of a Coherent Plan to Win     Chapter 11   Tendency 11: The Lack of a Balanced Brand-Business Scorecard     Chapter 12   Tendency 12: The Disregard for the Changing World     Chapter 13   Break the LOCK on Brand Troubles     Part II: The Six Rules for Brand Revitalization…Revisited     Chapter 14   Rule 1: Refocus the Organization     Chapter 15   Rule 2: Restore Brand Relevance     Chapter 16   Rule 3: Reinvent the Brand Experience  Chapter 17   Rule 4: Reinforce a Results Culture   Chapter 18   Rule 5: Rebuild Brand Trust  Chapter 19   Rule 6: Realize Global Alignment     Part III: The Twelve Truths for Staying Out of Trouble  Chapter 20   Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance  Chapter 21   Truth 2: Institutionalize Change   Chapter 22   Truth 3: Define a Clear Strategy for Enduring Profitable Growth Chapter 23   Truth 4: Break Down Silos  Chapter 24   Truth 5: Reinforce Authenticity   Chapter 25   Truth 6: Make Demographics Matter Chapter 26   Truth 7: Act Like a Leader   Chapter 27   Truth 8: Stay Relevant  Chapter 28   Truth 9: Move from Living off Current Positive Momentum to Creating Ongoing Positive Momentum    Chapter 29   Truth 10: Institute Clear Accountability  Chapter 30   Truth 11: Change the Reward System   Chapter 31   Truth 12: Measure Results Conclusion  Index


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Product Details
  • ISBN-13: 9780134507958
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Pearson FT Press
  • Language: English
  • Sub Title: Learn the Most Common Branding Mistakes and How to Avoid Them
  • ISBN-10: 0134507959
  • Publisher Date: 08 Feb 2016
  • Binding: Digital download
  • No of Pages: 256


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