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Financial engineering can destroy brands, but there is a way forward
Journal of Brand Strategy,
9
(1),
18-26
(2020)
Abstract
Financial engineering can destroy brands. Financial engineering erodes brand trust, which takes time to rebuild. Effective, proactive brand management can breathe life back into broken brands. As the examples of Olive Garden and RH show, there are basic, fundamental actions that brand leaders must execute to put brands back on track for enduring profitable growth.
Keywords: brand; financial engineering; high quality revenue growth; marketing; value extraction; value creation; Olive Garden; RH
The full article is available to subscribers to the journal.
Author's Biography
Larry Light is the Chief Executive Officer of Arcature, a marketing consulting company that has advised a wide variety of marketers in packaged goods, technology, retail, hospitality, automotive, corporate and business-to-business, as well as not-for-profit organisations. From 2012 to 2016, Larry was Chief Brands Officer of IHG, the global hotels group. Among other accomplishments over the years, Larry was Global Chief Marketing Officer of McDonald’s as part of the turnaround leadership team between 2003 and 2005. Along with Joan Kiddon, Larry Light authored four books, including, Six Rules for Brand Revitalization, describing Arcature’s approach to producing measurable business results. Larry has an international reputation in business and academia. In summarising the top ten ideas of the decade, Ad Age selected Larry Light’s ‘Brand Journalism’ as ‘arguably the most realistic description of marketing today - perhaps ever’.
