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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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Part III: The Twelve Truths for Staying Out of Trouble

It is tempting and easy to slide from great brand to good brand. Staying on top means having constant vigilance, flexibility, insight with forceful yet relevant strategies, and an aligned organization of advocates. It means increasing a brand’s Trustworthy Brand Value so it continues to accrue Trust Capital. It means balancing the short term and the long term. It means having, and sticking with, the rigor of financial discipline, operational excellence, and leadership marketing. And it means fighting the Tendencies for Trouble that can pick up your brand and slide it into a downward spiral.

It is impossible to control external forces. Markets climb and fall. Geopolitical powers shift, decline, ...

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