Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers That Made the Difference

**Position your company to handle any brand crisis—instantly and effectively** Toyota, Tylenol, and Goldman Sachs all made the best of serious brand crises. You can, too, with __Brand Turnaround__! __Brand Turnaround__ examines a number of brand crises—explaining first what went wrong and then revealing the steps companies took to manage their recovery—all while giving you practical insight and methods you can use to make a positive difference in your brand. You get the tools you need to develop a game plan within eight hours of the incident to prevent the problem from spreading; create a company culture designed to handle situations quickly and effectively; and manage emotions during the toughest days. **Karen Post** Known by many as The Brand Diva®, Karen Post is an international branding/marketing expert, professional speaker and author. She helps individuals, businesses and nonprofits around the world succeed with powerful, distinct brands. No brand is immune to crisis. WILL YOU BE READY? A brand isnt just what you sayits what you do. Post understands that and fearlessly shines a light on what actions can make a difference. Seth Godin, author of We Are All Weird Karen Post is more than merely a game changer, she creates the rules for winning every time with a 1.000 batting average, no mean feat. Brand Turnaround will completely reverse your field and create the home team advantage every time. Alan Weiss, Ph.D., author of Million Dollar Consulting and The Consulting Bible I hate to tell youit can happen for any a brand disaster. Karen Post explores what a brand catastrophe means and, most important, how to survive when it strikes. Brand Turnaround is a great life jacket for every company preparing for the unavoidable disaster before it strikes. Martin Lindstrom, bestselling author of Brandwashed Karen Post provides great lessons, not only for entrepreneurs, but for all of us as we build our own personal brands. Brand Turnaround is a must-read for all students of entrepreneurship. Rebecca J. White, Ph.D., James Walter Distinguished Chair of Entrepreneurship; professor and director, University of Tampa Entrepreneurship Center What separates GREAT brands from the sea of others is that they embrace failure and learn from their mistakes. Brand Turnaround embraces this philosophy and offers insightful, practical, and relevant advice on how to leverage the lessons of failure and turn them into moments of learning and ultimate competitive advantage. Julie Cottineau, VP, Brand, Virgin USA, and founder, Brandtwist.com An amazing book, chock full of quickly read, easily understood, and immediately actionable ideas to turn around brands. James Belasco, Ph.D., author, professor, and entrepreneur About the Ford, Xerox, and Dominos. Each of these high-profile brands faced a widely publicized meltdown that threatened to put them out of businessand each one is going strong today. Why? They took charge with conviction, creativity, and smarts. Brand Turnaround examines these and other brandsbig and smallto prove that with the right plan and leadership any brand can recover. Karen Post, a leading expert on branding, provides practical insight and methods you can use to transform your brand when it seems the world is crashing down around it. Post has researched the brand-recovery strategies from a diverse mix of more than 75 brandsfrom Ford, JetBlue, and the Red Cross to Robert Downey, Jr., Arianna Huffington, Michael Vick, and Martha Stewart. She details the brand-damaging events and examines the steps each brand took to return to glorythen applies the best practices into a powerful, seven-step process you can use to keep your brand moving forward through any #1: Take Responsibility #2: Never Give Up #3: Lead Strong #4: Stay Relevant #5: Keep Improving #6: Build Equity #7: Own Your Distinction Brand Turnaround has the tools you need to develop a game plan within hours of the incident to prevent the problem from spreading; to create a company culture designed to handle situations quickly and effectively; and to manage emotions during the toughest days. Scandals. Recalls. Natural disasters. Major and minor crises are daily events in todays world of business. Dont get caught blindsided when its your turn. Whether you run a family business or sit on the board for a major corporation, Brand Turnaround has everything you need to prepare your organization nowand keep customer loyalty and profitability rolling through any future challenges. Na raiz de cada escândalo está uma marca que acaba sofrendo consequências danosas. Desde derramamentos de petróleo a colapsos de celebridades, passando por recalls de produtos, as manchetes que encantam o público acabam prejudicando uma imagem individual ou coletiva cuidadosamente construída. Nenhuma pessoa, produto ou serviço está imune. A consultora Karen Post explica que você precisa preparar um plano de ação que inclua os sete passos estratégicos para virar o jogo. O livro é rico em histórias de guerras de branding. Cada capítulo contém relatos de heróis de marketing que superaram verdadeiras crises de reputação. A getAbstract crê que são exatamente essas histórias que tornam este manual de Post tão atrativo. Profissionais de branding e publicidade, empresários e líderes vão se beneficiar muito desta leitura de fácil compreensão It's a brand new game Mission possible : brands can turn around The warning is on the label and the clock is ticking Chains hold you hostage : change can set you free Seven game changers that made the difference Game changer 1: Take responsibility Game changer 2: Never give up Game changer 3: Lead strong Game changer 4: Stay relevant Game changer 5: Keep improving Game changer 6: Build equity Game changer 7: Own your distinction. How did Toyota, Tylenol, and Goldman Sachs bounce back from the brink of destruction? This book reveals the answers and provides valuable lessons for anyone tasked with reviving a brand.