Cover -- Contents -- Acknowledgments -- About the Authors -- Preface -- Introduction to the Rules and the Rules-Based Practices -- Chapter 1 Background to the Turnaround -- Big Brand in Big Trouble -- What Went Wrong? -- Ray Kroc's Vision -- Chain of Supply -- The Opening Salvo -- What's Going On? -- Our Leading Edge: Our Leaders -- The Plan to Win -- Brand Power -- Summary -- Chapter 2 The Six Rules of Revitalization -- Branding Is Not the Same As Advertising -- A Brand Versus a Product or Service -- The Six Rules -- Rule #1: Refocus the Organization -- Rule #2: Restore Brand Relevance -- Rule #3: Reinvent the Brand Experience -- Rule #4: Reinforce a Results Culture -- Rule #5: Rebuild Brand Trust -- Rule #6: Realize Global Alignment -- Chapter 3 Rule #1: Refocus the Organization -- Brand Purpose -- The McDonald's Brand Purpose -- The Value Equation -- Financial Discipline -- Operational Excellence -- Leadership Marketing -- The Do's and Don'ts of Refocusing the Organization -- Chapter 4 Rule #2: Restore Brand Relevance -- Thorough Knowledge of the Marketplace -- Understanding the Market Segmentation -- Needs-Based Segmentation Profiles -- Prioritizing the Markets -- Synthesis Versus Analysis -- Prioritize, Prioritize -- Leadership Marketing -- McDonald's Segmentation -- What Is the Brand Promise? -- Brand Pyramid -- Brand Essence -- Paradox Promise -- McDonald's Paradox Promise -- The Do's and Don'ts of Restoring Relevance -- Chapter 5 Rule #3: Reinvent the Brand Experience -- People -- Product -- Place -- Price -- Promotion -- Conclusion -- The Do's and Don'ts of Reinventing the Brand Experience -- Chapter 6 Rule #4: Reinforce a Results Culture -- All Growth Is Not Equally Valuable -- Balanced Brand-Business Scorecard -- The Do's and Don'ts of Creating a Results Culture -- Chapter 7 Rule #5: Rebuild Brand Trust -- Crisis of Credibility.

Five Principles of Trust Building -- You Are What You Do -- Lead the Debate -- Don't Hide from It -- The Arrow Is Aimed at Fast Food -- Openness Is an Opportunity -- Trusted Messages Must Come from a Trustworthy Source -- Good Citizenship Pays -- The Do's and Don'ts of Rebuilding Trust -- Chapter 8 Rule #6: Realize Global Alignment -- Alignment -- Freedom Within a Framework -- Internal Marketing Is a Must -- The Do's and Don'ts of Realizing Global Alignment -- Chapter 9 Realizing Global Alignment: Creating a Plan to Win -- The Three Sections of the Plan to Win -- KIDDO Garden Foods -- Step One: Brand Direction-Articulating the Brand Purpose and Brand Promise -- Step Two: Creating the Five Action Ps -- Step Three: Performance Measures -- Implications of a Plan to Win -- The Do's and Don'ts of Creating a Plan to Win -- Chapter 10 Do the Six Rules of Revitalization Work? -- Moving Forward -- Summary: Brand Revitalization -- Index -- A -- B -- C -- D -- E-F -- G -- H -- I -- J-K -- L -- M -- N -- O -- P -- Q-R -- S -- T -- U-V -- W-Z.

This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.“Larry and Joan have laid out a great set of guiding principles for any busin.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.