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About the Book

Brand Resilience


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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, competitors, even employees. In Brand Resilience, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the 21st century, including how to use social media proactively, and offers a seven-step plan to identify the source of possible sabotage, galvanize your employees to protect your brand, and establish an early warning system to head off future threats. Brand Resilience has all the tools a risk-intelligent enterprise needs to understand and survive in the new media landscape.

Dig Deeper into the Seven Steps for Managing Brand Risk and Recovery

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Most organizations understand the importance of building strong brands. In many cases, an organization’s brand may be more valuable than any of the tangible assets that appear on its balance sheet.

But not all organizations have built strong defenses to complement their considerable brand building investments. Often, brand defense comes into play only after brands have been attacked.

Risk intelligent enterprises understand that brand risks need to be considered as part of a more comprehensive risk management program. Brand risks, like other risks, should be systematically assessed, with potential impacts determined, and options for managing these risks evaluated.

Brand risk is a constantly moving target. Those who build the organizational capacity to expect the unexpected are in a better position to head off trouble before it occurs. And when trouble is unavoidable, they make it a point to learn from each incident and adapt their defenses, recognizing that learning from each incident is key to building a resilient organization. In the best of all worlds, the risk intelligent enterprise stays one step ahead when it comes to brand risk.

Download the PDF below to learn more about the seven steps for managing brand risk and recovery.

For additional information about the book or to contact the author, please e-mail BrandResilience@deloitte.com.

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