Brand Resilience: Managing Risk and Recovery in a High-Speed World — Business Books in Bulk - 800-CEO-READ

Brand Resilience: Managing Risk and Recovery in a High-Speed World

    By Jonathan R Copulsky

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 flash by disgruntled customers, competing companies, even internal sources. 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.

A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans.

Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards."


NEWS: Introducing the Candidates: Creativity/Innovation, Marketing/Sales

Posted December 22, 2011, 3:22 PM with category of General Business
Over the course of this week, we will be introducing, by category, the candidates for the 2011 800-CEO-READ Business Book Awards. Even though only one of the candidates can win the big prize, good business books deserve an audience, and perhaps one on this list will be the winning book. . Read more


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Price: $9.99/ea

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ISBN 9780230120341
Language English
Publish Date 05/09/2011
Publisher St. Martin's Press

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