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Brand Resilience

Managing risk and recovery in a high-speed world

Brand risk is at an all-time high. Every day, brand saboteurs are hard at work undermining the investments that organizations make in their brands. While some deliberately seek out opportunities to subvert carefully crafted brand strategies and marketing messages, many are unwitting employees who live within the organization or just outside its borders, as suppliers, channel partners, or spokesmen.

In a viral world where true (and not so true) news spreads like wildfire, protecting brands from sabotage can be an all-consuming task.

In this new book, Jonathan Copulsky provides the tools and frameworks to help you determine how susceptible your organization is to brand sabotage and some actions you can take to reduce its likelihood and impact. The book discusses roles and responsibilities within your organization for managing the risks of sabotage and identifies ways to make brand risk intelligence a core competency.

Great brand marketers know what it takes to build great brands. However, for the risk intelligent enterprise, investing in brand-building is no longer enough. In a world filled with intentional and accidental brand saboteurs, companies need to aggressively play defense as well as offense.

Brand Resilience won a silver medal in the Advertising/Marketing/PR/Event Planning category of the 5th annual Axiom Business Book Awards. It was also named among the finalists in the Business-Management & Leadership and Business-Marketing & Advertising categories of USA Book News’ Best Books of 2011.