Articoli correlati a Brand Resilience: Managing Risk and Recovery in a High-Speed...
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As the recent Tiger Woods scandal illustrates, 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, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century.
Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage:
A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work.
One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier.
Your competitor's ads trumpet their solution to the performance problems associated with your most recent product.
A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans.
Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Informazioni sull'autore
Jonathan R. Copulsky is the CMO for Deloitte Consulting's Strategy and Operations Practice. With 30 years of experience as a senior marketing and sales executive and consultant, Jonathan works with the world's leading brands on their toughest marketing and sales challenges. He also writes frequently for AdvertisingAge, Brandweek, Journal of Business Strategy, and Strategy and Leadership. He lives in Chicago, Illinois.
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Brand Resilience: Managing Risk and Recovery in a High-Speed World
Editore:
Palgrave Macmillan, 2012
ISBN 10: 0230392180
ISBN 13: 9780230392182
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Paperback
Da: World of Books (was SecondSale), Montgomery, IL, U.S.A.
Valutazione del venditore 5 su 5 stelle
Paperback. Condizione: Very Good. Today, information travels at the speed of light, the 24-hour news cycle turns even small blunders into massive public relations catastrophes, and longstanding reputationsare precarious at best. The new prevalence of social and mobile media makes even the most vaunted brands vulnerable to attack - by disgruntled customers, rivals, and even internal sources. But it also represents your best chance to make your company's voice heard. Here, Jonathan Copulsky, drawing on years of experience consulting to the world's leading companies, lays out a seven-step plan for anticipating risk, galvanizing employees, launching counter-attacks and playing brand defense with the same tools your would-be saboteurs are using. This book is full of valuable information to help make your organization battle-ready - even for the challenges you haven't yet discovered. Codice articolo 00102890145
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Brand Resilience: Managing Risk and Recovery in a High-Speed World
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Brand Resilience: Managing Risk and Recovery in a High-Speed World
Editore:
Palgrave MacMillan, 2012
ISBN 10: 0230392180
ISBN 13: 9780230392182
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Brand Resilience: Managing Risk and Recovery in a High-Speed World
Editore:
Palgrave Macmillan, 2012
ISBN 10: 0230392180
ISBN 13: 9780230392182
Antico o usato
Paperback
Da: World of Books Inc, Montgomery, IL, U.S.A.
Valutazione del venditore 4 su 5 stelle
Paperback. Condizione: Very Good. Today, information travels at the speed of light, the 24-hour news cycle turns even small blunders into massive public relations catastrophes, and longstanding reputationsare precarious at best. The new prevalence of social and mobile media makes even the most vaunted brands vulnerable to attack - by disgruntled customers, rivals, and even internal sources. But it also represents your best chance to make your company's voice heard. Here, Jonathan Copulsky, drawing on years of experience consulting to the world's leading companies, lays out a seven-step plan for anticipating risk, galvanizing employees, launching counter-attacks and playing brand defense with the same tools your would-be saboteurs are using. This book is full of valuable information to help make your organization battle-ready - even for the challenges you haven't yet discovered. Codice articolo CIN0230392180VG
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Brand Resilience: Managing Risk and Recovery in a High-Speed World
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Palgrave Macmillan, 2012
ISBN 10: 0230392180
ISBN 13: 9780230392182
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