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

by Karen Post
December 2011
Beginner to intermediate content levelBeginner to intermediate
264 pages
6h 42m
English
McGraw-Hill
Content preview from Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Brand Meltdown: A Case Study

Let’s all temporarily jump into a nightmare together and work through a possible “Oh, my God, the brand just exploded today” situation.

For the purpose of general risk assessment and basic context, let’s consider a fictional brand and its bad day. Remember: with any brand meltdown, the magnitude and factors will vary but the principles remain the same. Later, I will share actual industry examples and solutions.

The Onset

It’s a Wednesday afternoon in small-town America. There’s been a horrific accident, and a local company’s vehicle and driver are involved. Splashed on the local news are statistics like “five people known dead,” images of the scene with a local company’s branded truck (now a wreck), and crates of ...

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Publisher Resources

ISBN: 9780071775281