"If a brand is going to rebuild, it has to first realize a reset is necessary. Once that is agreed upon, everyone in the organization needs to understand the philosophy, strategy, goals and metrics. Realize it won’t be easy, and be cognizant that deviation from the plan, while it may appear to be a short-term gain, likely will have long-term negative ramifications. Once you have established strategy, you rely on your various organizational leaders to execute the plan."