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Sinopsis
Book by Light Larry Arcature LLC Kiddon Joan Arcature LLC
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Críticas
"Six Rules for Brand Revitalization is a very good book, and I recommend it for any marketing professional who works in the field of branding. There are many books like it on the shelves but its unique story about McDonald's makes it stand out, and Light does a great job translating his personal success into principles and rules that anyone can apply to branding situations of any kind." (Designorati, 2/16/2009)
Reseña del editor
Are you responsible for reinvigorating your brand to achieve enduring profitable growth? Or for keeping your still-strong brand from fading in relevance and value? This extraordinary book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald's (R). Larry Light, the Global Chief Marketing Officer who spearheaded McDonald's breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and coauthor Joan Kiddon illuminate their blueprint with specific examples from McDonald's experience, offering detailed "dos" and "don'ts" for everything from market segmentation to R&D to executive leadership. You'll discover how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on a profound knowledge of your customers...and reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Light and Kiddon reveal how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it! Revitalize your brand, in six steps! Learn how to... Refocus Your Entire Organization Restore Your Brand's Relevance Reinvent Your Brand Experience Reinforce an End-to-End "Results Culture" Rebuild Brand Trust Realize Global Alignment
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- EditorialFinancial Times Prentice Hall
- Año de publicación2009
- ISBN 10 0136043313
- ISBN 13 9780136043317
- EncuadernaciónTapa dura
- IdiomaInglés
- Número de páginas240
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