Focus: Brand sabotage or brand resilience?Protecting your brand in a high-speed world |
Brand stewards need to be more concerned than ever about unintentional, as well as deliberate, attacks on their brands. With a 24-hour news cycle and omnipresent social media that can turn even small blunders into public relations catastrophes, brand reputation is more precarious than ever, and even the most venerable brands are vulnerable.
While some brand saboteurs deliberately seek out opportunities to subvert carefully crafted corporate strategies, others may be unwitting employees who live within the organization or just outside its borders, such as suppliers, channel partners, or spokespeople. Developing capabilities to detect threats and respond effectively is critical to making seemingly healthy brands truly resilient. It’s about playing an active and consistent defense.
Contact us for more information about Jonathan Copulsky’s new book, Brand Resilience, and explore the resources on this page to learn more about brand management.
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Brand Resilience: Managing risk and recovery in a high-speed world Watch as Copulsky discusses brand resilience on a recent video podcast.. |
Related content
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Deloitte Review: Brand resilience This Deloitte Review article uses the Tiger Woods incident and other examples to illustrate the phenomenon of brand sabotage and why developing capabilities to detect threats and respond effectively is key to making seemingly healthy brands truly resilient. |
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Goodwill case study: Protecting the brand and growing the mission Reputation can be one of an organization’s most valuable assets—especially for global non-profits like Goodwill Industries International (GII). Read about how Deloitte LLP consultants in the United States helped GII develop an enterprise risk management program and gain a level of insight into the risks facing Goodwill member organizations around the world. |
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Knowing me, knowing you: The rise of social media and its effects on brand image Social media channels are here to stay in the Middle East and are becoming a key source of interaction within the public sphere. While social media and networks are increasingly permeating company life, organizations should be mindful that what lies behind the door may pose a threat to their brand image. Read this Deloitte Middle East report to learn more. |
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Social media marketing: Why should you engage in social media? With the development of new technologies, the Web has evolved from an information source to a space where consumers increasingly share positive or negative experiences, and thus help determine the success of a brand. Explore how Deloitte Luxembourg's social media marketing service offering is helping companies ask the right business questions and understand the value of social media. |
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A Risk Intelligent view of reputation This new paper, developed in collaboration with RiiЯ Ltd., explores how your company can use Risk Intelligence to support a much-needed and valued "outside-in" perspective that helps identify sources of reputational opportunities and threats on an ongoing basis. |
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The International Brand Valuation Manual A recent Deloitte publication, this guide provides a complete overview and analysis of brand valuation techniques, methodologies and applications. Author Gabriela Salinas is the Deloitte Global Brand Manager and is based in Madrid, Spain. |
Additional resources
Deloitte Perspectives blog: From marketing’s four Ps to reputation management and holistic thinking
Luis Gallardo, Deloitte Managing Director of Global Brand & Marketing, blogs on the importance of reputation in driving business success in today's world and the five key factors that play an integral role in reputation management.
