Six Rules for Brand Revitalization

After years of success, McDonald’s suffered a slow decline, falling out of favor with consumers. This can largely be attributed to the fact the brand did not focus on enduring profitable growth. McDonald’s created a recovery strategy called the Plan to Win, which led to the brand’s revival. In fact, many consider the brand’s revitalization to be one of the most successful in business history. Whether a brand is in a state of decline or seeking to maintain a sustainable future, a Plan to Win will help ensure success. The plan must focus on three key components: brand direction, brand action, and brand performance. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon discuss how other brands can utilize the same process that helped McDonald’s make its dramatic recovery.