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Defend your brand against sabotageNEW YORK, US: As true and false information spreads rapidly across the vast social media landscape by disgruntled customers, competing companies and employees, even the most venerable brands can be levelled in a flash. ![]() Brand Resilience: Managing Risk and Recovery in a High Speed World, the new book from Deloitte's Jonathan Copulsky, shows why brands are more fragile and exposed than ever, outlining seven key steps organisations should take to defend their brands against the risks of acts of sabotage. For more than 30 years, Copulsky, a principal at Deloitte Consulting LLP, has helped organisations build their brands as a chief marketing officer and strategic marketing advisor. In this book, he argues that companies often invest heavily in building their brands, but fail to establish detailed brand defences. By neglecting to play an aggressive defensive game - a Risk Intelligent approach to brand management - organisations leave themselves vulnerable to attack and rapid brand value erosion. It's like a war"Protecting a brand today is like fighting an insurgency: enemies are hard to identify, weapons are improvised and the threat of friendly fire looms," says Copulsky. "Brand stewards need to learn to think like counterinsurgents, constantly developing and adapting their brand defences to stay one step ahead of brand saboteurs. Brand risk has always been a threat; but, the Internet, social media and search engines now memorialise brand damages forever, just one or two clicks away." Written for marketing and sales executives, risk managers, executives and board members across industries, "Brand Resilience: Managing Risk and Recovery in a High Speed World" consists of 11 chapters filled with dozens of case studies of well known and not-so-well known brands and the actions their organisations are employing to detect, manage, prevent and mitigate brand sabotage. Copulsky's seven key steps to manage and avert brand damage1. Assess your brand risks: Identify the factors that can threaten a brand, including understanding source and potential impact. |