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Item Details
| Title:
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BRAND RESILIENCE
MANAGING RISK AND RECOVERY IN A HIGH-SPEED WORLD |
| By: |
Jonathan R. Copulsky |
| Format: |
Paperback |
| List price:
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£10.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0230392180 |
| ISBN 13: |
9780230392182 |
| Publisher: |
PALGRAVE MACMILLAN |
| Pub. date: |
27 November, 2012 |
| Pages: |
256 |
| Description: |
As the Toyota and Tiger Woods scandals illustrate, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast, interconnected social media landscape. Here, veteran marketing executive Jonathan R. Copulsky shows companies how to play brand defence in the 21st century. |
| Synopsis: |
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. |
| Illustrations: |
Illustrations |
| Publication: |
UK |
| Imprint: |
Palgrave Macmillan |
| Returns: |
Non-returnable |
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