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“Be afraid. Be very afraid. Brands are now so valuable that damage to them can mean millions or billions in lost profits, while threatening the very foundation of a business—its customer loyalty. Luckily, history gives us good models for defense against such threats, and Copulsky does an outstanding job of showing how brand stewards can apply these models to keep their brands safe. A must-read for everyone who cares about the future of their company.”--Marty Neumeier
“Shakespeare tells us that: ‘who steals my purse steals…nothing…But he that filches from me my good name…makes me poor indeed.’ In a world where brands are more vulnerable than ever, Copulsky does a terrific job of clearly identifying the risks to your ‘good name’ and providing a blueprint for proactively managing these risks. His insights on how to play aggressive brand defense are invaluable.”—Mark Zupan, Dean, Simon School of Business and Professor of Economics and Public Policy
“Increasingly, brand value and trust are influenced less by what companies say and more by what others say about them. Today’s social networks provide a great opportunity for companies and their customers to amplify a brand’s qualities, but not without risk. Copulsky does a great job describing how these powerful social networks can also quickly damage brands. This book is a must read for anyone involved with shaping and delivering brand strategy.”--Chris Abess, V.P. Strategic Marketing, SunPower Corporation
“The battlefield has shifted from building to protecting brands and Copulsky’s Brand Resilience is the perfect guide in this new arena”—Allen Adamson, author of BrandSimple and BrandDigital
“Because women make and break 80% of all consumer brand relationships, I never thought that I would look to a U.S. Army Field Manual for guidance on brand management. In a social media world where every mad customer has a megaphone, a strong defense is as important to brand value as a carefully constructed branding program. A brand crisis is virtually inevitable. Copulsky's thoughtful, well-researched and articulate book will give you the tools to survive the crisis and thrive in the aftermath."--Marti Barletta, author of Marketing to Women and PrimeTime Women
"Copulsky gives a vital wake-up call for all of us managing brands – old and new, large and small. His review of the risks is comprehensive; his set of solutions is highly useful. This is a must-read book for anyone building or managing a brand."--Christopher Ainsley, President and CEO, ShopperTrak RCT Corporation
“Brand Resilience could not have been released at a better time. Social media has transformed the way consumers buy and think about brands. Watching, protecting and influencing brand perceptions have never been more important for business leaders. Copulsky offers practical advice for managers engaged in building and protecting long term brand value.”--Nancy McKinstry, CEO and Chairman Executive Board, Wolters Kluwer
Jonathan R. Copulsky is the CMO for Deloitte Consulting’s Strategy and Operations Practice. With 30 years of experience as a senior marketing and sales executive and consultant, Jonathan works with the world’s leading brands on their toughest marketing and sales challenges. He also writes frequently for AdvertisingAge, Brandweek, Journal of Business Strategy, and Strategy and Leadership. He lives in Chicago, Illinois.
Brand Resilience is a must-read for anyone interested in or responsible for protecting brand value in our social-media induced world where every customer, partner, employee and... Read morePublished 1 month ago by Amazon Customer
A very easy to read book that keeps you engaged with insights and recommendations for making your brand resilient. Read morePublished 13 months ago by Khalid K
Consumer manipulation, or marketing, is easily seen through. Customers will buy a product or use a service when they discover for themselves that it is useful or beneficial, and... Read morePublished on June 22, 2013 by J.
Not limited to Brand Managers, but Chief Brand/Branding Officers, CEOs, CMOs, CFOs CROs or any other Senior Executives who care to maintain and develop the most important... Read morePublished on June 19, 2013 by Jun Tanaka
Jonathan has written an eminently readable book. It draws on a wide range of examples that illustrate the need for organizations to manage their brands in a world where reviewers,... Read morePublished on January 5, 2012 by Alistair Davidson
If CMOs (and other senior people responsible for brands) aren't already thinking along these lines, they should be. Read morePublished on November 23, 2011 by Ryan Fitzgerald
Brand Resilience is a must read for both marketing and finance leaders. Copulsky proves the how the brand reputation is just one event away from Great to trash... Read morePublished on November 11, 2011 by Sean Geehan
An interesting read which provides a current and practical paradigm for Brands in our current environment. A must read for all responsible for brand management.Published on November 1, 2011 by CGong