The Brand Revitalisation chapter contains 4 award winning case studies by McDonald's, Hovis, British Gas and KFC. The foreword to the chapter is supplied by Peter Kirkby, VP Global Marketing Excellence at GSK Consumer Healthcare.
"Resist the temptation to read the case studies and think “it wouldn’t have happened on my watch”. Ask instead: “Are we doing enough to make sure we’re not a future revitalisation candidate?”. Prevention is better than cure!."
VP Global Marketing Excellence, GSK Consumer Healthcare
British Gas (Buy British Gas Case Study for £9.00)
Getting back to great. The UK’s leading energy supplier turbo-charged its brand performance by going back to customer basics and rising above price-led promotions. British Gas was determined to revitalise its brand by putting the customer at the heart of its strategy.
Hovis (Buy Hovis Case Study for £9.00)
Re-establishing an iconic brand. A powerful and consistent marketing campaign brought a languishing brand back to life. By refreshing the brand’s powerful advertising legacy and using an innovative assortment of media channels, the campaign became the most talked about of the year while also generating huge amounts of additional media coverage.
KFC (Buy KFC Case Study for £9.00)
Finger lickin’ good. A powerful combination of product development and inspired marketing that was true to the brand restored KFC’s fortunes on the high street. The strategy was based on the courageous decision to buck the trend among fast food outlets to talk about their ‘healthy’ options and instead stress the great product taste.
McDonald's (Buy McDonald's Case Study for £9.00)
Learning to love the brand again. How a massive overhaul of every part of the UK business won the brand renewed public affection and led to recordbeating sales. McDonald’s embarked on an ambitious revitalisation of the brand following a series of events that had damaged brand perception to improve every aspect of the business.
Entry criteria for the Brand Revitalisation category of The Marketing Society Awards for Excellence.