EXCERPT: Brand reputation is more important now than it ever has been before. With social media connecting the world as it does, true and false information about a brand can travel fast. Even the strongest brands can be leveled in a flash - by disgruntled customers, competing companies, and even internal sources. Brand Resilience is an absolute fantastic read!
"While you can manage certain aspects of your brand, you can't control the weather. You can't control the media. You can't control what your competitors do. You can't even control the behavior of your own employees. Which means that the most effective barrier to competition - your trusted brand - is exposed to danger from any number of directions. Even the most loyal customer can change allegiances when the trust that underpins that loyalty is threatened."
Brand reputation is more important now than it ever has been before. With social media connecting the world as it does, true and false information about a brand can travel fast. Even the strongest brands can be leveled in a flash - by disgruntled customers, competing companies, and even internal sources. In Brand Resilience: Managing Risk and Recovery in a High-Speed World, author Jonathon R. Copulsky shows companies (and individuals) how to play brand defense in the twenty-first century.
Copulsky is a veteran marketing executive and consultant working with many of today's leading brands. I first learned of his book last October while attending Search Engine Strategies in Chicago. I was fortunate enough to sit in on a session in which he was speaking and was very much impressed to say the least. In fact, I would venture to say that Copulsky was the most interesting speaker I had the privelege of seeing during that particular conference. He plugged his book, and I bought it.
Branding is a topic that has always captivated me. It's the simple idea of a company's perceived value being, at times, greater than its actual value that interests me. Or, that reputation can have more influencing power than price. Or, that consumers can become so passionate about a brand that they'll happily defend it at the drop of a hat.
In my years as an Internet marketing professional, I have given great thought into the ideas behind branding. I've become quite knowledgeable on topics of brand building, brand marketing, and brand advocating. However, not once had I given consideration to idea of brand defense, and the role it might play in a long-term branding strategy. That is, until I read this book.
Brand Resilience is an absolute fantastic read. Copulsky uses real life examples to explain how brand damage even in the smallest sense can mean millions or billions in lost profits. For example, we need look no further than to 2009 and at Tiger Woods whose story is in essence the near-total takedown of man who once held the highest popularity rating of any figure.
Furthermore, Copulsky offers practical advice for managers engaged in building and protecting long term brand value. In fact, one of the biggest takeaways for readers will likely be his 7-step program for managing brand risk and recovery. It features how to access brand risks, how to create and deploy warning systems, how to repel brand attacks, how to adapt brand defenses, and more.
Overall, I found the book to be a short easy read, but filled with remarkable and actionable insights. The author does a terrific job of clearly identifying brand risks and providing a blueprint for proactively managing these risks. Simply put, this book is a must read for anyone involved with shaping and delivering brand strategy.