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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.
- Sales Rank: #930010 in Books
- Published on: 2012-11-27
- Released on: 2012-11-27
- Original language: English
- Number of items: 1
- Dimensions: 8.81" h x .68" w x 5.75" l, .60 pounds
- Binding: Paperback
- 256 pages
Review
“Be afraid. Be very afraid. 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. 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. A must-read for everyone who cares about the future of their company.” ―Marty Neumeier
“Shakespeare tells us that: ‘who steals my purse steals…nothing…But he that filches from me my good name…makes me poor indeed.' In a world where brands are more vulnerable than ever, Copulsky does a terrific job of clearly identifying the risks to your ‘good name' and providing a blueprint for proactively managing these risks. 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. Today's social networks provide a great opportunity for companies and their customers to amplify a brand's qualities, but not without risk. Copulsky does a great job describing how these powerful social networks can also quickly damage brands. This book is a must read for anyone involved with shaping and delivering brand strategy.” ―Chris Abess, V.P. Strategic Marketing, SunPower Corporation
“The battlefield has shifted from building to protecting brands and Copulsky's Brand Resilience is the perfect guide in this new arena” ―Allen Adamson, author of BrandSimple and BrandDigital
“Because women make and break 80% of all consumer brand relationships, I never thought that I would look to a U.S. Army Field Manual for guidance on brand management. In a social media world where every mad customer has a megaphone, a strong defense is as important to brand value as a carefully constructed branding program. A brand crisis is virtually inevitable. Copulsky's thoughtful, well-researched and articulate book will give you the tools to survive the crisis and thrive in the aftermath.” ―Marti Barletta, author of Marketing to Women and PrimeTime Women
“Copulsky has hit the nail on the head. You better be ready with a contingency plan if your brand takes a surprise hit, which can come from anywhere. An untimely or awkward response to a crisis can destroy you, while a brilliant response can strengthen you. Copulsky doesn't just state the problem; he prescribes actions.” ―Jim Schroer, former CEO Carlson Marketing, EVP Sales & Marketing Chrysler, VP Global Marketing Ford, and Partner, Booz Allen & Hamilton
“Copulsky gives a vital wake-up call for all of us managing brands – old and new, large and small. His review of the risks is comprehensive; his set of solutions is highly useful. This is a must-read book for anyone building or managing a brand.” ―Christopher Ainsley, President and CEO, ShopperTrak RCT Corporation
“Brand Resilience could not have been released at a better time. Social media has transformed the way consumers buy and think about brands. Watching, protecting and influencing brand perceptions have never been more important for business leaders. Copulsky offers practical advice for managers engaged in building and protecting long term brand value.” ―Nancy McKinstry, CEO and Chairman Executive Board, Wolters Kluwer
“A very stimulating read that has added a new dimension to my thinking about brands and brand strategy. Copulsky's arguments about the critical role of brand defense has stimulated a whole new set of future research ideas tied to brand value and brand risk.” ―Wayne D. Hoyer, Chairman of Marketing, The University of Texas at Austin
“Brand Resilience is a great primer on the damage that can result from unanticipated brand attacks. As an entrepreneur focused on measuring the impact of digital marketing and social media investments, it's incredibly valuable to be reminded that brand risks need to be managed as purposefully as brand investments.” ―Bharath S. Oruganti, President and COO, Encore Media Metrics
“Copulsky does an outstanding job of systematically laying out the risks that brands face in today's world and provides practical advice for intelligently managing these risks. The book is well researched, and engaging because of the excellent examples and metaphors. Copulsky blends a marketing mindset, historical perspectives, and practical examples to produce a field manual for managing brand risk.” ―Valarie A. Zeithaml, professor of business, University of North Carolina at Chapel Hill
About the Author
Jonathan R. Copulsky is the CMO for Deloitte Consulting's Strategy and Operations Practice. 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. He lives in Chicago, Illinois.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Required reading--much more than just about defending your brand
By Andy Arends
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--usually on the next page.
I have one beef, and one suggestion. I think Copulsky underplays the concept of brand resilience. What he is really talking about is solid brand management in this modern age. His "brand troops" really need to be the entire organization, and his model should be embedded in the organization's DNA. And especially for services organizations, the brand really is the company--and everyone should feel ownership in its success and its defense.
My suggestion is that we are entering a new world of customer expectations of transparency, and I think this could have been more developed in this book. In a world where we can track package locations almost to the mile, consumers will continue to expect ever greater levels of transparency of all the processes within an organization that impact their experience. This transparency requirement will require even more attention be paid to protecting your brand.
Disclosure: I met Copulsky when I worked at Deloitte, but I never worked with him and he was never part of my review path.
2 of 2 people found the following review helpful.
Thoughtful and Comprehensive
By 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, are not statistically valid or even necessarily representative, but they are a start when it comes to understanding the challenges in building a resilient brand and ensuring that employees clearly understand the brand." On a similar note, he mentions that a companies' employees are its most powerful brand ambassadors.
This book will make you think 3-4 times before making a foolish comment or video about your company to the media, regardless if it's to the TV/Radio stations, Newspaper and particularly the web portals.
4 of 5 people found the following review helpful.
VERY WORTHWHILE READ!!
By 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 their brands.
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