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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.

us_ba_timer_56x54_01052012.jpg Assess your brand risks
View three quick presentations to learn more on how to assess your brand risks
and galvanize your brand troops.

 

Want to know more? Explore additional book resources below.

Explore additional book resources

  • Excerpt from Brand Resilience
    Preview a chapter from the book.
  • Chapter summaries
    Learn more about content featured in the book.
  • Ten signs of brand sabotage
    Learn more.
  • Why brand stewardship is a CFO’s job
    Brand is an important area of focus for CFOs.
  • Making the most of your marketing DNA
    Read the Deloitte Review article.
  • Brand Resilience: Protecting your brand from saboteurs in a high-speed world
    Read the Deloitte Review article.
  • Brand Defense: Are your most dangerous saboteurs outside or inside your organization?
    Explore the Deloitte Debates.

us_AxiomSilver_logo_200x200_051612.jpg

Brand Resilience
Recent silver medal winner in the 5th Annual Axiom Business Book Awards. Learn more.

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    Read the case study.

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