Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition

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

In our 2009 book on the McDonald’s turnaround of 2002–2005, we shared six principles and their associated practices that underpinned the disciplined revitalization approach McDonald’s and its leadership followed. The Six Rules of Revitalization are guiding principles for rejuvenating a brand and for creating a brand revitalization mind-set. Within each Rule are the practices that bring the Rules to life. Rules are important; they provide the beliefs, commitments, learning, and framework that bring thinking to life. But rules without actions are theory without throughput. That is why we outline the practices.

For The Six Rules book, we used the McDonald’s turnaround as the primary example. ...