Introduction to the rules and the rules-based practices -- Ch. 1. Background to the turnaround -- Ch. 2. The six rules of revitalization -- Ch. 3. Rule #1 : refocus the organization -- Ch. 4. Rule #2 : restore brand relevance -- Ch. 5. Rule #3 : reinvent the brand experience -- Ch. 6. Rule #4 : reinforce a results culture -- Ch. 7. Rule #5 : rebuild brand trust -- Ch. 8. Rule #6 : realize global alignment -- Ch. 9. Realizing global alignment : creating a plan to win -- Ch. 10. Do the six rules of revitalization work?
Summary
This book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald's. Larry Light who spearheaded McDonald's breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success
