2. The Six Rules of Revitalization

Whether your brand is IBM, Nissan, Apple, Harley-Davidson, Adidas, Gucci, Bayer aspirin, or McDonald’s, a struggling brand can be revitalized. It is not easy, and it takes discipline. But it is well worth the effort.

Some people say that today’s consumer is becoming less brand conscious. This is not true. Consumers want and seek out branded products and services. Even the so-called private label world is evolving from an emphasis on copycat brands sold on price alone, to exclusive store brands managed with differentiating value propositions. For example, Safeway, Wal-Mart, Target, IKEA, and Whole Foods embrace this approach to building consumer brand loyalty. As products and services, and life in general, ...

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