Summary of Brand Turnaround

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Rating

7 Overall

8 Applicability

6 Innovation

8 Style


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.

In this summary, you will learn

  • What to do when your brand suffers a crisis,
  • How to use seven game changing strategies and
  • How some well-known brands engineered their turnarounds.
 

About the Author

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

 

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...

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