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

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

If There’s a Problem, Fix It

In the old days, criticism of brands was controlled or limited by the critics’ resources. If a critic didn’t have a PR force or money to buy advertising, its antibrand views often went unheard and unnoticed, saving many brands from high-profile public attacks and potential brand hits.

Social media has changed the playing field, which both helps and hinders many brands. The easy-entry, low-cost, high-volume, and viral nature of social media can put a bright spotlight on an issue quickly and with little cost. Consumer brands have been pummeled in social media attacks; for example, Pampers was, for allegedly causing diaper rash. So have business brands, like Dell, which saw its customer service operation hung out to ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

The Art of Leadership

The Art of Leadership

Michael Lopp
Inspired Leadership

Inspired Leadership

Kevin Gaskell
The Brand Gap

The Brand Gap

Marty Neumeier

Publisher Resources

ISBN: 9780071775281