How to Innovate in Marketing (Collection), 2/e

10. Do the Six Rules of Revitalization Work?

The Six Rules are more than just a set of principles and a set of practices. These Six Rules and the associated practices help to create a proven mindset. Brands can be turned around and brought to life again through adherence to these rules:

•   Rule #1—Refocus the Organization

•   Rule #2—Restore Brand Relevance

•   Rule #3—Reinvent the Brand Experience

•   Rule #4—Reinforce a Results Culture

•   Rule #5—Rebuild Brand Trust

•   Rule #6—Realize Global Alignment

When people work together and move in the same direction toward the same destination with passion and pride, things fall into place. In January 2005, The New York Times reported that McDonald’s worldwide growth at restaurants open at ...