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Author: Larry Light
Publisher: FT Press
ISBN: 0134507959
Category : Business & Economics
Languages : en
Pages : 327
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Book Description
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
Author: Larry Light
Publisher: FT Press
ISBN: 0134507959
Category : Business & Economics
Languages : en
Pages : 327
Get Book Here
Book Description
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
Author: Larry Light
Publisher: Financial Times/Prentice Hall
ISBN: 9780134507835
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes... how to reenergize them... why hard-to-change bad habits can lead brands back into trouble again... and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!
Author: Light
Publisher: Pearson Education India
ISBN: 9788131730126
Category :
Languages : en
Pages : 244
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Book Description
Author: Larry Light
Publisher: Pearson Education
ISBN: 0131375164
Category : Business & Economics
Languages : en
Pages : 25
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Book Description
This Element is an excerpt from Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands (ISBN: 9780136043317) by Larry Light and Joan Kiddon. Available in print and digital formats. Build a systematic Plan to Win for revitalizing your brand: stop playing “not to lose,” and get your entire organization aligned for the win! How many times have you heard: “We all need to be on the same page”? That’s the Holy Grail for marketers, managers, and executives. Yet rarely do organizations create that “one page” of purpose, actions, and metrics to which all can adhere. A Plan to Win (PTW) does just that.
Author: Larry Light
Publisher:
ISBN: 9780134507965
Category : Brand name products
Languages : en
Pages :
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Book Description
Author: Larry Light
Publisher: FT Press
ISBN: 0134194519
Category : Business & Economics
Languages : en
Pages : 311
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Book Description
New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
Author: David A. Aaker
Publisher: John Wiley & Sons
ISBN: 0470613580
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Author: Joan Larry Light
Publisher:
ISBN:
Category : Creative ability in business
Languages : en
Pages : 704
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Book Description
3 breakthrough guides to building, revitalizing, and sustaining great brands - and profiting from them! In three indispensable books, you'll discover powerful new ways to build, rebuild, and sustain any brand - and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history's most successful brand revitalizations: the reinvigoration of McDonald's®. Drawing on that experience, the authors introduce a systematic blueprint for resurrecting any brand, and driving it to unprecedented success. Learn how to refocus your entire organization around common goals and a common brand promise ... restore brand relevance based on profound knowledge of your customers ... leverage innovation to reinvent your total brand experience ... create a "plan to win," and execute on it. The Truth About Creating Brands People Love reveals 51 bite-size, easy-to-use techniques for building great brands, and keeping them great. Learn powerful truths about positioning brands and developing brand meaning; using brands to drive corporate profits; managing advertising, pricing, and segmentation, and much more. Finally, What's Your Story?: Storytelling to Move Markets, Audiences, People and Brands shows how to leverage the universal human activity of storytelling: your most powerful, most underutilized tool for competitive advantage. Legendary business thinkers Ryan Mathews and Watts Wacker help you take control of the stories your business tells, make them believable and unforgettable, make them move your customers to act! From world-renowned leaders and experts, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker.
Author: Naomi Klein
Publisher: Macmillan
ISBN: 9780312203436
Category : Business & Economics
Languages : en
Pages : 520
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Book Description
"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
Author: Robert Bork
Publisher:
ISBN: 9781736089712
Category :
Languages : en
Pages : 536
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Book Description
The most important book on antitrust ever written. It shows how antitrust suits adversely affect the consumer by encouraging a costly form of protection for inefficient and uncompetitive small businesses.
