Brand Resilience: Managing Risk and Recovery in a High-Speed World
| Author | : | |
| Rating | : | 4.77 (513 Votes) |
| Asin | : | 0230392180 |
| Format Type | : | paperback |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2014-02-15 |
| Language | : | English |
DESCRIPTION:
Luckily, history gives us good models for defense against such threats, and Copulsky does an outstanding job of showing how brand stewards can apply these models to keep their brands safe. Be very afraid. His insights on how to play aggressive brand defense are invaluable.” Mark Zupan, Dean, Simon School of Business and Professor of Economics and Public Policy“Increasingly, brand value and trust are influenced less by what companies say and more by what others say about them. Brands are now so valuable that damage to them can mean millions or billions in lost profits, while threatening the very foundation of a business--its customer loyalty. Copulsky blends a marketing mindset, historical perspectives, and practical examples to produce a field manual for managing brand risk.” Valarie A. This book is a must read for anyone involved with shaping and delivering brand strategy.” Chris Abess, V.P. The book is well researched, and engaging because of t
Andy Arends said Required reading--much more than just about defending your brand. Copulsky has written a must read for marketing management in the age of Twitter, Facebook, and sites like Tripadvisor.com. He clearly and succinctly lays out the need for being prepared to defend your brand, and how to do it. His use of the US Military's counterinsurgency (COIN) strategy may be off-putting to some at first, but he deftly adapts it to the world of brand management. The well-defined and logical approach is accessible to the layman, but has insights for the expert. Every time I, a non-marketing manager, started to say "well, what about" Copulsky had an answer--usua. J.Ilog said Thoughtful and Comprehensive. The reviews by Sam Friedman on July "Thoughtful and Comprehensive" according to J.Ilog. The reviews by Sam Friedman on July 20, 2011 and Sean Geehan on November 11, 2011 both summarize this book well.When he discusses a plan on how to learn and adapt one's brand defenses from sabotage, he mentions "it many help to compare systematically tracking and investigating brand sabotage to the way companies systematically improve their manufacturing processes.", drawing a parallel to the Six Sigma process.He also incorporates the hit TV show Undercover Boss. "The insights that executives develop on Undercover Boss, and from executive frontline engagement programs in general. 0, "Thoughtful and Comprehensive" according to J.Ilog. The reviews by Sam Friedman on July 20, 2011 and Sean Geehan on November 11, 2011 both summarize this book well.When he discusses a plan on how to learn and adapt one's brand defenses from sabotage, he mentions "it many help to compare systematically tracking and investigating brand sabotage to the way companies systematically improve their manufacturing processes.", drawing a parallel to the Six Sigma process.He also incorporates the hit TV show Undercover Boss. "The insights that executives develop on Undercover Boss, and from executive frontline engagement programs in general. 011 and Sean Geehan on November 11, "Thoughtful and Comprehensive" according to J.Ilog. The reviews by Sam Friedman on July 20, 2011 and Sean Geehan on November 11, 2011 both summarize this book well.When he discusses a plan on how to learn and adapt one's brand defenses from sabotage, he mentions "it many help to compare systematically tracking and investigating brand sabotage to the way companies systematically improve their manufacturing processes.", drawing a parallel to the Six Sigma process.He also incorporates the hit TV show Undercover Boss. "The insights that executives develop on Undercover Boss, and from executive frontline engagement programs in general. 011 both summarize this book well.When he discusses a plan on how to learn and adapt one's brand defenses from sabotage, he mentions "it many help to compare systematically tracking and investigating brand sabotage to the way companies systematically improve their manufacturing processes.", drawing a parallel to the Six Sigma process.He also incorporates the hit TV show Undercover Boss. "The insights that executives develop on Undercover Boss, and from executive frontline engagement programs in general. "VERY WORTHWHILE READ!!" according to TGoldberg. I am a fairly demanding reader and was really impressed by this work. The book is highly readable, and more importantly, an excellent source of insights and actions to be taken. The use of counterinsurgency linkages, relevant stories, insightful section titles, and key takeaways by chapter all make for an enjoyable read while learning about relevant issues and recommended responses. "Brand Resilience" begins and ends with the admonition that "it's what you do next that counts". This book helps management develop and execute proactive gameplans for defending and strengthening the
As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flashby disgruntled customers, competing companies, even internal sources. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century.Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage:A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work.One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier.Your competitor's ads trumpet their solution to the performance problems associated with your most recent product
Jonathan R. He lives in Chicago, Illinois.. With 30 years of experience as a senior marketing and sales executive and consultant, Jonathan works with the world's leading brands on their toughest marketing and sales challenges. He also writes frequently for AdvertisingAge, Brandweek, Journal of Business Strategy, and Strategy and Leadership. Copulsky