2 of 2 people found the following review helpful
This books sizzles when it skewers sacred cows, but understand who wrote it,
This review is from: Six Rules for Brand Revitalization: Learn How Companies Like McDonald' Can Re-Energize Their Brands (Hardcover)
This book was written about the revitalization and turnaround of brand McDonald's. So starting from there you know this is going to be about a HUGE megabrand. If that isn't your cup of tea then don't buy the book.
For those of you who do read this book, you will be showered with very important lessons about modern branding. The Six Rules of Revitalization will work for just about any brand that has been around for while. Each chapter concludes with lists of Do's and Dont's and the book is filled with insights on how to bring back a brand once it is danger of losing all relevance. You'll learn how to be introspective and honest enough to create a plan for a brand turn-around.
This book really sizzles in chapter 5 when Larry Light takes on the "positionistas" (read: Ries & Trout) and challenges assumptions about brand positioning theory as you might know it and goes on to make a compelling case as to why megabrands are exempt from such rules. "They believe that brands are simple, single-word ideas. And once this idea is established, they believe that you cannot change people's minds. This is wrong." (p. 125) I loved it! I bet you'll have your own brand belief system challenged also.
You will learn about alignment (internal and global), brand journalism, the brand loyalty ladder and just exactly what it takes to take and existing brand and bring it back to a leadership position. The author reminds us that a powerful brand is not the same as a big brand and that repeat purchase behavior is not necessarily a sign of brand loyalty. You'll learn that the "sales is all that matters" mentality might be harming your business and that you must build your brand based on both quantity AND quality of sales.
If you are responsible for business marketing and/or branding on any level then there is something in this book for you. I highly recommend it.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."