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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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Preface

In 2009, we published the first edition of our book based on our experience participating in a variety of turnaround situations, including the heralded revitalization of McDonald’s from 2002 to 2005. We provided a set of Six Rules for successful, profitable brand revitalization. Over the past six years, a lot has changed in the marketing world. Among these influences are changing demographics; increased competitive pressure; more informed, more skeptical customers; changing values; increased impact of the Internet; increased influence of social media and mobile marketing; and so on. Yet, even in the context of these significant changes, the Six Rules remain as relevant today as they were in 2005 when we left McDonald’s. The Six Rules ...

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