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THE prescription for brand protection,
This review is from: Brand Resilience: Managing Risk and Recovery in a High-Speed World (Hardcover)
Copulsky's treatise on understanding what brand means, really means, in today's world and how to grow it, manage it, care for it, and deploy it, is truly seminal. Many executives easily forget that brand is one of the largest and least understood items on the balance sheet, and a powerful yet tenuous weapon. Whereas before internet-borne consumer democratization, brand mostly had an upside for organizations, today it's a double-edged sword that can just as easily slice off the head of corporation as it can the limbs of a competitor. Copulsky's book isn't just a warning or admonition to organizational keepers of reputation, but a clear prescription for them that must be heeded in the 21st century.