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Acknowledgments v
Foreword Marty Neumeier ix
Introduction: It's What You Do Next That Counts 1
Part 1 Why Your Brand Is at More Risk than You Think in a High-Speed World
1 A Brand New Day: Valuable Brands, Fragile Brands 9
2 Marketing as Warfare: The New Insurgency 27
Part 2 Seven Steps for Managing Brand Risk and Recovery
3 Step One, Part One: Assess Brand Risks-The Enemy Within 47
4 Step One, Part Two: Assess Brand Risks-Beyond Your Borders 73
5 Step Two: Galvanize Your Brand Troops 93
6 Step Three: Deploy Your Brand Risk Early Warning Systems 113
7 Step Four: Repel the Attacks on Your Brand 129
8 Step Five: Learn and Adapt Your Brand Defenses 149
9 Step Six: Measure and Track Brand Resilience 165
10 Step Seven: Generate Popular Support for Your Brand Resilience Campaign 185
Part 3 A Glance Ahead
11 Looking Backward, Looking Forward 201
Further Reading 209
Notes 213
Index 239
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Add Brand Resilience: Managing Risk and Recovery in a High-Speed World, As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled i, Brand Resilience: Managing Risk and Recovery in a High-Speed World to the inventory that you are selling on WonderClubX
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Add Brand Resilience: Managing Risk and Recovery in a High-Speed World, As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled i, Brand Resilience: Managing Risk and Recovery in a High-Speed World to your collection on WonderClub |