This Element is an excerpt from Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands by Larry Light and Joan Kiddon, available in print and digital formats.
Build a systematic Plan to Win for revitalizing your brand: stop playing "not to lose", and get your entire organization aligned for the win!How many times have you heard: "We all need to be on the same page"? That's the Holy Grail for marketers, managers, and executives. Yet rarely do organizations create that "one page" of purpose, actions, and metrics to which all can adhere. A Plan to Win (PTW) does just that.