book

Branding Strategies for Success (Collection)

by Joan Kiddon Larry Light Brian D. Till, Donna Heckler, Ryan D. Mathews, Russ Hall, Watts Wacker, Robert Brunner, Stewart Emery

March 2012

Beginner

704 pages

18h 19m

English

Pearson

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Big Brand in Big TroubleWhat Went Wrong?Ray Kroc’s VisionChain of SupplyThe Opening SalvoWhat’s Going On?Our Leading Edge: Our LeadersThe Plan to WinBrand PowerSummary
Branding Is Not the Same As AdvertisingA Brand Versus a Product or ServiceThe Six RulesRule #1: Refocus the OrganizationRule #2: Restore Brand RelevanceRule #3: Reinvent the Brand ExperienceRule #4: Reinforce a Results CultureRule #5: Rebuild Brand TrustRule #6: Realize Global Alignment
Brand PurposeThe McDonald’s Brand PurposeThe Value EquationFinancial DisciplineOperational ExcellenceLeadership MarketingThe Do’s and Don’ts of Refocusing the Organization
Thorough Knowledge of the MarketplaceUnderstanding the Market SegmentationNeeds-Based Segmentation ProfilesPrioritizing the MarketsSynthesis Versus AnalysisPrioritize, PrioritizeLeadership MarketingMcDonald’s SegmentationWhat Is the Brand Promise?Brand PyramidBrand EssenceParadox PromiseMcDonald’s Paradox PromiseThe Do’s and Don’ts of Restoring Relevance
PeopleProductPlacePricePromotionConclusionThe Do’s and Don’ts of Reinventing the Brand Experience
All Growth Is Not Equally ValuableBalanced Brand-Business ScorecardThe Do’s and Don’ts of Creating a Results Culture
Crisis of CredibilityFive Principles of Trust BuildingYou Are What You DoLead the Debate; Don’t Hide from ItThe Arrow Is Aimed at Fast FoodOpenness Is an OpportunityTrusted Messages Must Come from a Trustworthy SourceGood Citizenship PaysThe Do’s and Don’ts of Rebuilding Trust
AlignmentFreedom Within a FrameworkInternal Marketing Is a MustThe Do’s and Don’ts of Realizing Global Alignment
The Three Sections of the Plan to WinKIDDO Garden FoodsStep One: Brand Direction—Articulating the Brand Purpose and Brand PromiseStep Two: Creating the Five Action PsStep Three: Performance MeasuresImplications of a Plan to WinThe Do’s and Don’ts of Creating a Plan to Win
Moving ForwardSummary: Brand Revitalization
Truth 3Truth 4Truth 5Truth 6Truth 7Truth 11Truth 16Truth 17Truth 20Truth 22Truth 25Truth 26Truth 27Truth 29Truth 31Truth 35Truth 36Truth 38Truth 42Truth 43Truth 44Truth 46Truth 49
Beyond the Business CaseStorytelling and BusinessWhy Stories?The Myth of Business and the Business of MythDon't Blame Us; Blame Plato
Enron: Frankenstein and Jesus—Two Ways of Telling the Same StoryThe Use of Story as Positioning StatementThe Mad Scientist in the Laundry RoomParis Hilton, Jack Kerouac, Jason and Achilles
1. Explain Origins2. Define Individual and Group Identity3. Communicate Tradition and Delineate Taboo4. Simplify and Provide Perspective; Reduce Complex Problems to a Series of Easily Digested Principles5. Illustrate the Natural Order of Things6. Concisely Communicate Complex History7. Communicate Moral and Ethical Positions and the Transference and Preservation of Values8. Illustrate Relationships to, and with, Authority9. Describe Appropriate Responses to Life or Model Behaviors10. Define Reward and Detail the Paths to Salvation and Damnation
It Was a Dark and Stormy Night (or Was It?)Common Understandings, Uncommon StoriesFictional Contexts Versus the Real WorldThe Abolition of Context
You Have to Let Go to Hold OnThe Uncooperative Co-ConspiratorsThe Little Bo Peeps Have Lost Their SheepSomething's Rotten in Digiville (and Everywhere Else)Truth Versus True: Round Two"It Floats!"Who Am I? Who We AreA Hundred Thousand CommandmentsLet Me Tell You Where You StandLetting the Audience Tell the StoryCan't You Hear That Whistle Blowing?What's It All About?What's in It for Me?
In the Beginning, There Were the PlotsDo We Hear More Than One?The Hero's QuestCreation StoriesStories of TransformationMyths of the Fall and RedemptionThe Myth of the Crossroads
The Entrepreneurial VisionThe Establishment of the EnterpriseThe Corporate Coming of AgeThe Crisis PhaseThe Transition Phase
The Aerospace Industry: A Case StudyBeyond the Final FrontierGuidelines for Storytellers
The Microsoft StoryA Cola Ain't a Cola, Ain't a ColaA Tale of Two TalesValue and ValuesChoosing the Right Corporate Story
A Modest Proposal on the Topic of BrandsThe Metaverse and BeyondWhat Is a Brand?IBMDisneySLAM!Tools for Storytelling Brand Builders
So, Why Tell the Story in the First Place?
Back to BasicsThe Death of Zeus, Inc.: A Case Study in How to Lose a Cosmic MonopolyTell Me Why (and Who and How and What It All Means)Sitting Around the Digital CampfireTake a Cue from Social ScienceFour Variations on a Theme
The Saga of Primus Loch
Chapter 1Chapter 4Chapter 5Chapter 6Chapter 7Chapter 8Chapter 9Chapter 10Chapter 11Chapter 12
The Age of EmpowermentThe Age of KnowledgeThe Age of TranscendenceEndnotes
Design or Die
Why?
Positive Examples of Design-Driven CompaniesSome Not So Positive ExamplesImplementationHow Do You Know How Your Customers Feel?Cost FactorsThe Human Factor
The Living Nature of a BrandYour Brand CommunicatesYour Brand Is About ValueHow To Really Be Cool, Not Just Act CoolYour Brand Should Be As Alive As a PersonOnce There, a Brand's Success Is Yours to LoseHow Do You Know How You're Doing in Respect to Customer Experience?
Starting with Experience, Hopefully Ending with ItBeing the CustomerHow Do You Do This?Portals to ExperienceThis All Sounds Good, But One More Time, How Do I Go About Doing It?You Can Do It, We Can't HelpWhat the W? A Hotel As Suite As They Come!
What Is Design Language?Speaking in TonguesGetting to Your Own Design Language and Strategy
FocusLong-TermAuthenticVigilantOriginalRepeatable
1. Design matters2. Design is a process, not an event3. If it was easy, everybody would do it
Chapter 3Chapter 4Chapter 5Chapter 6Chapter 7Chapter 8

Content preview from Branding Strategies for Success (Collection)

8. Rule #6: Realize Global Alignment

“None of us are as good as all of us.”¹ Working together works best was always a principle driving Ray Kroc. He believed that everyone worked first and foremost for the system and in so doing would be working for individual success. He believed that you are in business for yourself, as an entrepreneur, but that you were not working by yourself.

¹ Kroc, Ray, Corporate Motto, 1979.

For Ray Kroc, for McDonald’s, and for any organization working for the greatness of their brand(s), alignment is everything.

The rules-based practices for realizing global alignment are as follows:

• Execute the Plan to Win

• Establish Freedom Within a Framework

Alignment

Alignment means we are working together ...

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Publisher Resources

ISBN: 9780133039030