What people are saying about Brand Resilience
|Now available online and in stores, Brand Resilience has received critical acclaim from business and thought leaders across a wide variety of fields.|
"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."
author of The Brand Gap
"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."
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."
VP 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."
author of BrandSimple and Brand Digital
“Because women make and break 80 percent 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."
author of Marketing to Women and Prime Time 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."
former CEO, Carlson Marketing; EVP Sales & Marketing Chrysler; VP Global Marketing, Ford; and Partner, Booz Allen & Hamilton
For additional information about the book or to contact the author, please e-mail BrandResilience@deloitte.com.