Larry Light, Joan Kiddon "Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands"
1 edition (February 19, 2009) | 240 Pages | ISBN: 0136043313 | PDF | 1,6 MB
At the turn of the millennium, McDonald's 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 McDonald's 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 Light's corporate messianic abilities.