Six Rules of Brand Revitalization · Learn the Most Common Branding Mistakes and How to Avoid Them · 2nd Edition (Mykl Ruiz's Library) by Light, Larry -- Read -- Imperial Library of Trantor

Index

About This E-Book Title Page Copyright Page Praise from the First Edition of Six Rules for Brand Revitalization Contents Acknowledgments About the Authors Preface Introduction Part I: The Twelve Tendencies for Trouble

1. Tendency 1: The Arrogance of (Great) Success

Endnotes

2. Tendency 2: The Comfort of Complacency

Endnotes

3. Tendency 3: The Building of Organizational Barriers and Bureaucratic Processes

Endnotes

4. Tendency #4: The Focus on Analyst Satisfaction Rather Than on Customer Satisfaction

Endnotes

5. Tendency 5: The Belief That What Worked Yesterday Will Work Today

Endnotes

6. Tendency 6: The Failure to Innovate

Endnotes

7. Tendency 7: The Lack of Focus on the Core Customer

Endnotes

8. Tendency 8: The Backtracking to Basics

Endnotes

9. Tendency 9: The Loss of Relevance

Endnotes

10. Tendency 10: The Lack of a Coherent Plan to Win

Endnotes

11. Tendency 11: The Lack of a Balanced Brand-Business Scorecard

Endnotes

12. Tendency 12: The Disregard for the Changing World

Endnotes

13. Break the LOCK on Brand Troubles

Failure #1: Leadership Failure #2: Organization Failure #3: Culture Failure #4: Knowledge Endnotes

Part II: The Six Rules of Brand Revitalization...Revisited

14. Rule 1: Refocus the Organization

Financial Discipline Operational Excellence and Leadership Marketing Brand Goals (Purpose and Promise) Endnotes

15. Rule 2: Restore Brand Relevance

Thorough Knowledge of the Market Needs-Based Occasion Market Segmentation Brand Promise Endnotes

16. Rule 3: Reinvent the Brand Experience

Innovation and Renovation Marketing The Concept of the New Value Equation Changing Perception of Value Trustworthy Brand Value Fair Value Deal Loyalty and Real Loyalty Total Brand Experience The Five Action Ps of the Plan to Win

People Product (Service) Place Price Promotion

Brand Journalism

What Is Brand Journalism?

Endnotes

17. Rule 4: Reinforce a Results Culture

All Growth Is Not Equally Valuable Trustworthy Brand Value

Measurable Milestones Recognition and Rewards The Brand-Business Scorecard

Endnotes

18. Rule 5: Rebuild Brand Trust

How Do We Define Trust? Internal Commitment External Commitment

You Are What You Do Lead the Debate; Do Not Hide from It Openness Is an Opportunity Trustworthy Messages Must Come from a Trustworthy Source Be a Good Citizen

Trust Capital Endnotes

19. Rule 6: Realize Global Alignment

Freedom Within a Framework Focus The Plan to Win: Eight Ps Recap: Plan to Win Implications of a Plan to Win The Collaborative Three-Box Model Endnotes

Part III: The Twelve Truths for Staying Out of Trouble

20. Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance

Endnote

21. Truth #2: Institutionalize Change

Endnotes

22. Truth #3: Define a Clear Strategy for Enduring Profitable Growth 23. Truth #4: Break Down Silos

Endnote

24. Truth #5: Reinforce Authenticity

Endnotes

25. Truth #6: Make Demographics Matter

Endnotes

26. Truth #7: Act Like a Leader

Endnotes

27. Truth #8: Stay Relevant

Endnotes

28. Truth #9: Move from Living Off Current Positive Momentum to Creating Ongoing Positive Momentum

Endnotes

29. Truth #10: Institute Clear Accountability 30. Truth #11: Change the Reward System

Endnote

31. Truth #12: Measure Results

Conclusion Index

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