Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

What It Takes to Lead a Brand Out of the Fire

In this chapter we will look at some brands that experienced significant bumps on their journey to—or back to—full brand greatness. Some lived through a series of setbacks, others suffered one big blow; some were the result of public outrage and lawsuits, and some were unpopular franchises with low-performing financials. Although the reasons for their problems were unique, their revivals shared something in common: effective—even great—leaders who led them back to glory.

Brand turnaround leaders may not necessarily be CEOs—they could be a variety of people who step up to lead the company out of a dark period, including chief marketing officers, professionals, or entrepreneurs. Their exploits are often ...