The plan of this book is to share the Arcature principles and practices that contributed to several brand turnarounds, including McDonald’s. I structured the book around the Six Rules of Revitalization. These are the guiding principles for rejuvenating a brand and creating a brand revitalization mindset. Within each Rule are the practices we followed. Rules are important: They provide the beliefs, commitments, learning, and framework that bring thinking to life. But rules without actions are theory without throughput.