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Brand Turnaround

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Brand Turnaround

How Brands Gone Bad Returned to Glory...and the 7 Game Changers That Made the Difference

McGraw-Hill,

15 mins. de lectura
10 ideas fundamentales
Audio y Texto

¿De qué se trata?

When disaster strikes your brand, plan a full recovery.

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Editorial Rating

7

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Recommendation

With every scandal, a brand suffers consequences. From oil spills to celebrity meltdowns to product recalls, headlines that enthrall the public damage carefully constructed individual or corporate reputations. No person, product or service is immune. Consultant Karen Post explains that you need to prepare an action plan that includes seven strategic “game changers.” She skillfully repackages tried-and-true tactics to encompass social media techniques and crisis management, and the book is rich with branding war stories. Each chapter contains tales of marketing heroes who vanquished reputation-walloping crises. getAbstract finds that these war stories make enticing reading. Branding and advertising professionals, business leaders and entrepreneurs will benefit from Post’s user-friendly guide.

Summary

What Is a Brand?

Your logo, slogan and ad campaign images are not your brand. In fact, you don’t own or ever completely control your brand. It “is what the market thinks, feels and expects when it selects one thing over another.” Your brand is the culmination of everything your product or service is and does combined with the hopes and feelings it engenders in customers.

Before the Internet, marketers could control their branding with well-designed advertising campaigns. Today, branding is a full-time two-way conversation with customers who influence your brand as much as marketers do. Instead of old ways of selling, companies are moving to interactive web-based activities designed to help and teach customers, earn their loyalty, and respond to their needs. In the age of social media, your tactics must evolve, even if your brand value remains unchanged. Because marketers no longer control the public conversation, they must behave strategically, communicate transparently and deliver on their promises. The advantages of a strong brand include:

  • “Loyalty” – Consumers, staffers and stakeholders remain attached to the brand; even in a crisis defections...

About the Author

Karen Post founded Brain Tattoo Branding consultancy. She also wrote Brain Tattoos: Creating Unique Brands That Stick in Your Customers’ Minds.

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