Larry Light - Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them

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Second Edition

Learn the Most Common Branding Mistakes and How to Avoid Them

Larry Light
Joan Kiddon

Publisher: Paul Boger
Editor-in-Chief/Acquisitions Editor: Amy Neidlinger
Editorial Assistant: Olivia Basegio
Cover Designer: Alan Clements
Managing Editor: Kristy Hart
Senior Project Editor: Lori Lyons
Copy Editor: Gill Editorial Services
Proofreader: Debbie Williams
Indexer: Erika Millen
Compositor: Nonie Ratcliff
Manufacturing Buyer: Dan Uhrig

2016 by Pearson Education, Inc.
Old Tappan, New Jersey 07675

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First Printing February 2016

ISBN-10: 0-13-450783-5
ISBN-13: 978-0-13-450783-5

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Library of Congress Control Number: 2015959178

The six rules for brand revitalization have been validated in a number of key turnarounds. They are indispensable in todays recessionary times. A must read for every manager who confronts declining brand sales and profitability.

Jerry Wind, The Lauder Professor and Professor of Marketing, The Wharton School, University of Pennsylvania

The automotive retail industry has been trying hard to change more than a half century of negative image caused by some tradition of customer-unfriendly practices and unfavorable media coverage. We have combined Larrys branding concept and his six rules with our companys customer-first heritage and are making significant progress.

Shau-Wai Lam, Chairman and CEO, DCH Auto Group

Light tells the story of the McDonalds revitalization in a way that makes it seem like you were there. With his depth of experience and insight, he extracts principles that are applicable in any situation. If your brand is stagnating or in decline, this is a must read.

David J. Reibstein, The William S. Woodside Professor and Professor of Marketing, The Wharton School University of Pennsylvania

Larry and Joan have laid out a great set of guiding principles for any business executivewhether they are revitalizing a brand or making sure it stays relevant.

Russ Smyth, CEO, H&R Block; former President, McDonalds Europe

Brand revitalizationimpossible to accomplish without the Executive Suites overriding desire for a strong/clear brand platform and execution of the brand that recognizes the companys potential for risk and rewards.

Management must have the ability to not only possess the vision but allow and encourage others to express the brand through many of the touch-points to customers, employees, vendors, and the media. Its fundamentally important to realize that although management should be the steward (caretaker) of the brand, its not the sole owner.

Steve Bagby, President, BAGBY ideas >360, Chicago, Illinois

The notion that a strong brand is the difference between business success and failure is truer today than ever before. This book not only offers a unique insight into how the McDonalds brand was successfully revitalized but, even more importantly, it describes six very useful rules for how to revitalize any brand.

Hans Straberg, President and CEO, Electrolux AB, Sweden

This book is a must-read for anyone working with a brand, be it weak or strong, new or mature. The dynamic duo of Larry Light and Joan Kiddon share their keen insights into brand thinking and execution in a real-life example in which they turned around one of the worlds best brands. Larry and Joan provide a good thought process to ensure your brands perform, grow, and add value.

Lars G. Johansson, Senior Vice President, Communications and Branding, Electrolux AB, Sweden

The principles described by Larry Light and Joan Kiddon are the basis for the approach to brand management that has been an essential element of building brands at 3M. Six Rules for Brand Revitalization captures the vital elements for building and revitalizing brands and is a must read for anyone that wants to improve their business.

Dean Adams, former director, Corporate Brand Management, 3M

This is a story of how true commitment to a brand combined with strong leadership contributes to brand development. It demonstrates that big brands can be revitalized. With Larry and Joans clear explanations, we learn six simple rules about brand management. However, we should never forget not to just learn them by heart but to use our heart in making brand decisions. Because in the end, it is the human factor that matters.

Maria Campillo, Brand Consultant, Grupo Sanborns, S.A. de C.V, Mexico

Joan Kiddon and Larry Light synthesize their key concepts and principles into what can be considered the missing masterpiece in the brand management literature. Six Rules for Brand Revitalization features the McDonalds turnaround case and is based on Larrys 360 experiences as a leading consultant, executive, advertiser, and professor, linking all of the most important marketing battlegrounds.

Uriel Alvarado, Regional Marketing Manager, Latin America, Saxo Bank, Denmark

Having worked with Larry and Joan while I headed M&M/Mars, I am delighted they have finally written a book encapsulating their principles and processes. This book demonstrates the fundamental truth that brand building begins with understanding changing consumer wants. Creating, building, maintaining, and strengthening consumer relevance is the key to brand success. This book is a gift for those who believe in brands and know that marketing is bigger than just advertising. This is a delightful read...I could not put it down.