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Managing Risk and Recovery in a High-Speed World
Palgrave Macmillan
May 2011
On Sale: May 10, 2011
256 pages
ISBN: 0230111386
EAN: 9780230111387
Hardcover
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Non-Fiction
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.
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