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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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28. Truth #9: Move from Living Off Current Positive Momentum to Creating Ongoing Positive Momentum

If you just ride the coattails of the momentum you inherited, it is certain that the brand will eventually slow down and will struggle to grow. We examined the propensity for living off momentum as a Tendency for Trouble. However, it is a truth that adding new momentum to current momentum is a way to stay out of trouble.

At each quarterly analyst meeting beginning in 2006, McDonald’s reaffirmed that the brand was continuing to ride the brand’s momentum inherited from 2005. (See the online McDonald’s case for the details at www.ftpress.com/sixrules.) In January 2006, CEO Jim Skinner said, “I’m pleased with the solid performance delivered under the ...

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