Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Book description

Position your company to handle any brand crisis—instantly and effectively

Toyota, Tylenol, and Goldman Sachs all made the best of serious brand crises. You can, too, with Brand Turnaround!

Brand Turnaround examines a number of brand crises—explaining first what went wrong and then revealing the steps companies took to manage their recovery—all while giving you practical insight and methods you can use to make a positive difference in your brand. You get the tools you need to develop a game plan within eight hours of the incident to prevent the problem from spreading; create a company culture designed to handle situations quickly and effectively; and manage emotions during the toughest days.

Karen Post Known by many as The Brand Diva®, Karen Post is an international branding/marketing expert, professional speaker and author. She helps individuals, businesses and nonprofits around the world succeed with powerful, distinct brands.

Table of contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Contents
  5. Acknowledgments
  6. Introduction
  7. Part 1 It’s a Brand New Game
    1. Chapter 1 Mission Possible: Brands Can Turn Around
      1. Branding Recovery: A Full-Cycle Journey
      2. Commercial Brands
      3. Cause and Nonprofit Brands
      4. Individual Brands
      5. Destination Brands
    2. Chapter 2 The Warning Is on the Label and the Clock Is Ticking
      1. Brand Shake-Ups
      2. Brand Meltdown: A Case Study
      3. Brand Exposure, a Reality Check
    3. Chapter 3 Chains Hold You Hostage: Change Can Set You Free
      1. Chains that Hold a Brand Hostage
      2. Damaged Brands Need Change
      3. What It Takes to Create Real Change
      4. Implementing Transformational Change
      5. When a Rising Star Falls
      6. No Place Is Immune
      7. When Organizations Need to Change
      8. Change Is Inevitable
  8. Part 2 Seven Game Changers That Made the Difference
    1. Chapter 4 Game Changer 1: Take Responsibility
      1. Nobody Likes a Crybaby: Take Responsibility
      2. Time Is of the Essence: The 24/7 Media Jungle
      3. Think Before You Speak
      4. Select a Venue to Best Tell Your Story
      5. Never Play the Blame Game
      6. Select the Most Effective Voice for the Brand
      7. Know When to Fold
      8. Twenty-five Ways to “Meet the Press”
      9. Turnaround Takeaways
    2. Chapter 5 Game Changer 2: Never Give Up
      1. Find Conviction, Beyond Conviction
      2. New Beginnings: One Door Shuts, Another One Opens
      3. You Don’t Have to Be Famous to Turn Yourself Around
      4. Turnaround Takeaways
    3. Chapter 6 Game Changer 3: Lead Strong
      1. What It Takes to Lead a Brand Out of the Fire
      2. Mark Cuban and the Dallas Mavericks: Relentless Competitors
      3. Mike Jeffries and Abercrombie & Fitch: Style and Substance
      4. Robert Ehrlich and Pirate’s Booty: Resilient
      5. Howard Schultz and Starbucks: Visionary
      6. New Tools for Today’s Leaders
      7. Turnaround Takeaways
    4. Chapter 7 Game Changer 4: Stay Relevant
      1. Different Tribes Need Different Love
      2. Identify Your Core Buyer
      3. Keep Your Eye on Your Customer
      4. How Brands Lose Relevance
      5. The Six-Step “What Matters” Development Process
      6. Turnaround Takeaways
    5. Chapter 8 Game Changer 5: Keep Improving
      1. Rethink, Recycle, and Reinvent
      2. Don’t Wait for a Global Meltdown: Heed the Warning Signals
      3. Don’t Hide from Critics; Learn from Them
      4. Times Change: Don’t Stand Still
      5. If There’s a Problem, Fix It
      6. Rethink How You Think
      7. Turnaround Takeaways
    6. Chapter 9 Game Changer 6: Build Equity
      1. Why Brand Equity Matters
      2. The Source of Brand Equity
      3. Connecting to Your Customer through Engagement and Dialogue
      4. Transparency: The New Trust
      5. Maintaining a Consistent Visible Presence
      6. Turnaround Takeaways
    7. Chapter 10 Game Changer 7: Own Your Distinction
      1. Standout Brands Play Smarter
      2. Brand Distinction and Recovery
      3. Brand Distinction as Bounce Back Booster
      4. Brand Distinction and the Individual Brand
      5. Action Plan to Develop Brand Distinction
      6. Turnaround Takeaways
  9. Afterword
  10. Resources
    1. Crisis Communications and Media Training Experts
    2. Customer Loyalty and Winback Expert
    3. Marketing, Branding Insight Websites and Blogs
    4. Online Brand Monitoring Services
    5. Research Experts and Brand Value Ranking Reports
    6. Storytelling Coach
    7. Trend Websites and Blogs
    8. Recommended Reading
  11. Notes
    1. Chapter 1
    2. Chapter 3
    3. Chapter 4
    4. Chapter 5
    5. Chapter 6
    6. Chapter 7
    7. Chapter 8
    8. Chapter 9
    9. Chapter 10
  12. Index of Brands
  13. Index
  14. About the Author

Product information

  • Title: Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference
  • Author(s): Karen Post
  • Release date: December 2011
  • Publisher(s): McGraw-Hill
  • ISBN: 9780071776066