The Start-to-Finish Blueprint for Reinvigorating Any Brand! 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. Building on their experience leading McDonald's last marketing turnaround, Light and Kiddon also present a new online case study: how this world-class brand slipped back into the abyss... and how it can win again. Whether you steward a great brand today, or you're building tomorrow's next great brand, these lessons are indispensable. - Plan and execute all 6 components of a winning brand revitalization - Master the 12 truths for avoiding brand disaster - Recognize the 12 tendencies that lead great brands into trouble - Anticipate and solve emerging brand problems while they're still manageable - Fully updated for today's global, social, and volatile markets - Strengthen your brand's promise, relevance, and value - Escape the bad habits that lead great brands to fail >This guide presents a complete, practical blueprint for resurrecting or revitalizing any brand, and leading it to unprecedented success. Larry Light and Joan Kiddon share up-to-date case studies and examples from their unsurpassed brand experience, with detailed "do's" and "don'ts" for everything from segmentation to R&D to executive leadership. You'll discover how to refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... and reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon reveal the common mistakes big brands keep making, and help you overcome or avoid bad habits that destroy brand value. Along the way, they show how to define and measure progress, rebuild brand trust both internally and externally, create a "plan to win," and execute on it!
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Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.