13. Break the LOCK on Brand Troubles

The Twelve Tendencies for Trouble are symptoms of four overarching corporate and brand failures. These four failures essentially lock out the ability for a brand to turn around and generate enduring profitable growth. Before a brand can successfully revitalize, it must break the LOCK on

1. Leadership

2. Organization

3. Culture

4. Knowledge

Failure #1: Leadership

Without sounding trite, having a customer-and brand-focused leader and leadership team makes a difference. The change from Wall Street-focused Jack Greenberg to customer-and brand-focused Jim Cantalupo was huge. Jim Cantalupo knew that the brand needed resuscitation. He believed in his team. He handpicked Charlie Bell as his successor. Together, they ...

Get Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.