Six Rules for Brand Revitalization: Learn How Companies Like...
At the turn of the millennium, McDonalds faced a host of serious problems: a decline in food quality, branding issues, indifferent employees, shoddy service and a poor bottom line. The global brand consulting company Arcature LLC was brought in to develop a global brand direction, and Light (global chief marketing officer of McDonalds during those years)—with others—resuscitated the brand. Though the authors offer a few rushed suggestions for executives trying to recover their failing brands, or to avert the crisis in the first place, the book is essentially a hosanna to Lights corporate messianic abilities. The titular six rules—refocus the organization, restore brand relevance, reinvent the brand experience, reinforce a results...
Дата выхода: декабрь 2009
