O'Reilly logo

Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands by Joan Kiddon - Arcature LLC, Larry Light

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

5. Rule #3: Reinvent the Brand Experience

“The smile on our people’s faces is a vital part of our image.”

Ray Kroc, Grinding It Out

Brands are promises of relevant and differentiated experiences. The total brand experience (functional and emotional) defines the distinctiveness of the brand.

For example, Lexus redefined luxury in the automotive category. Lexus is more than a well-made, luxurious, technologically advanced vehicle. It also provides a superior purchase and total ownership experience.

Swatch redefined the watch experience. All of sudden a watch was something to be changed with every new outfit, every new mood, any occasion. And it was possible because these colorful, hip, collectible pieces of wrist-candy were affordable. ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required