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
- Title Page
- Copyright Page
- Dedication
- Contents
- Acknowledgments
- Introduction
- Part 1 It’s a Brand New Game
-
Part 2 Seven Game Changers That Made the Difference
- Chapter 4 Game Changer 1: Take Responsibility
- Chapter 5 Game Changer 2: Never Give Up
-
Chapter 6 Game Changer 3: Lead Strong
- What It Takes to Lead a Brand Out of the Fire
- Mark Cuban and the Dallas Mavericks: Relentless Competitors
- Mike Jeffries and Abercrombie & Fitch: Style and Substance
- Robert Ehrlich and Pirate’s Booty: Resilient
- Howard Schultz and Starbucks: Visionary
- New Tools for Today’s Leaders
- Turnaround Takeaways
- Chapter 7 Game Changer 4: Stay Relevant
- Chapter 8 Game Changer 5: Keep Improving
- Chapter 9 Game Changer 6: Build Equity
- Chapter 10 Game Changer 7: Own Your Distinction
- Afterword
- Resources
- Notes
- Index of Brands
- Index
- 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):
- Release date: December 2011
- Publisher(s): McGraw-Hill
- ISBN: 9780071776066
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