Brand resilienceProtecting your brand from saboteurs in a high-speed world
Jonathan Copulsky, Alicechandra Fritz and Mark White
With the continued ascent of social media and mobile technologies, brand sabotage incidents seem poised to increase. Building a great and resilient brand now requires playing aggressive defense, as well as offense. Building the capabilities to detect, respond to, and recover from incidents of brand sabotage is emerging as a priority.