Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands

6. Rule #4: Reinforce a Results Culture

Creating a results culture means creating a culture that is evaluated based on producing measurable results. This means defining measurable milestones and rewarding people based on performance.

There are three rules-based practices for creating a results culture:

•   Identify measurable milestones

•   Implement recognition and rewards

•   Initiate the Balanced Brand-Business Scorecard

McDonald’s was not a results culture. Brand image declined, same-store sales declined, profits declined, and share price declined. Yet there was little correlation between executive rewards and business performance. Even though McDonald’s business performance was deteriorating, top management continued to be rewarded. ...