Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands

Acknowledgments

This book would not have been possible without the encouragement and support of professors George Day, David Reibstein, and Yoram (Jerry) Wind. They believed that the McDonald’s turnaround was not only a great business case but the basis for a business leadership book. Our sincerest thanks go to our editor Martha Cooley who more than once helped us to find the best way to put all the pieces together, and to our project editor Anne Goebel who had extraordinary patience shepherding us through the editing process with tact and graciousness. Special thanks goes to our colleague here at Arcature LLC, Margaret Phillips, who helped us keep the business running as we wrote. And, of course, we want to thank our families for continuing ...