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Brand Turnaround

Book Description

No brand is immune to crisis.


“A brand isn’t just what you say—it’s 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 you—it can happen for any company: 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,

“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 Book:

Ford, Xerox, and Domino’s. Each of these high-profile brands faced a widely publicized meltdown that threatened to put them out of business—and each one is going strong today. Why? They took charge with conviction, creativity, and smarts.

Brand Turnaround examines these and other brands—big and small—to 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 brands—from 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 glory—then applies the best practices into a powerful, seven-step process you can use to keep your brand moving forward through any storm:

#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 today’s world of business. Don’t get caught blindsided when it’s 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 now—and keep customer loyalty and profitability rolling through any future challenges.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Contents
  5. Acknowledgments
  6. Introduction
  7. Part 1 It’s a Brand New Game
    1. Chapter 1 Mission Possible: Brands Can Turn Around
      1. Branding Recovery: A Full-Cycle Journey
      2. Commercial Brands
      3. Cause and Nonprofit Brands
      4. Individual Brands
      5. Destination Brands
    2. Chapter 2 The Warning Is on the Label and the Clock Is Ticking
      1. Brand Shake-Ups
      2. Brand Meltdown: A Case Study
      3. Brand Exposure, a Reality Check
    3. Chapter 3 Chains Hold You Hostage: Change Can Set You Free
      1. Chains that Hold a Brand Hostage
      2. Damaged Brands Need Change
      3. What It Takes to Create Real Change
      4. Implementing Transformational Change
      5. When a Rising Star Falls
      6. No Place Is Immune
      7. When Organizations Need to Change
      8. Change Is Inevitable
  8. Part 2 Seven Game Changers That Made the Difference
    1. Chapter 4 Game Changer 1: Take Responsibility
      1. Nobody Likes a Crybaby: Take Responsibility
      2. Time Is of the Essence: The 24/7 Media Jungle
      3. Think Before You Speak
      4. Select a Venue to Best Tell Your Story
      5. Never Play the Blame Game
      6. Select the Most Effective Voice for the Brand
      7. Know When to Fold
      8. Twenty-five Ways to “Meet the Press”
      9. Turnaround Takeaways
    2. Chapter 5 Game Changer 2: Never Give Up
      1. Find Conviction, Beyond Conviction
      2. New Beginnings: One Door Shuts, Another One Opens
      3. You Don’t Have to Be Famous to Turn Yourself Around
      4. Turnaround Takeaways
    3. Chapter 6 Game Changer 3: Lead Strong
      1. What It Takes to Lead a Brand Out of the Fire
      2. Mark Cuban and the Dallas Mavericks: Relentless Competitors
      3. Mike Jeffries and Abercrombie & Fitch: Style and Substance
      4. Robert Ehrlich and Pirate’s Booty: Resilient
      5. Howard Schultz and Starbucks: Visionary
      6. New Tools for Today’s Leaders
      7. Turnaround Takeaways
    4. Chapter 7 Game Changer 4: Stay Relevant
      1. Different Tribes Need Different Love
      2. Identify Your Core Buyer
      3. Keep Your Eye on Your Customer
      4. How Brands Lose Relevance
      5. The Six-Step “What Matters” Development Process
      6. Turnaround Takeaways
    5. Chapter 8 Game Changer 5: Keep Improving
      1. Rethink, Recycle, and Reinvent
      2. Don’t Wait for a Global Meltdown: Heed the Warning Signals
      3. Don’t Hide from Critics; Learn from Them
      4. Times Change: Don’t Stand Still
      5. If There’s a Problem, Fix It
      6. Rethink How You Think
      7. Turnaround Takeaways
    6. Chapter 9 Game Changer 6: Build Equity
      1. Why Brand Equity Matters
      2. The Source of Brand Equity
      3. Connecting to Your Customer through Engagement and Dialogue
      4. Transparency: The New Trust
      5. Maintaining a Consistent Visible Presence
      6. Turnaround Takeaways
    7. Chapter 10 Game Changer 7: Own Your Distinction
      1. Standout Brands Play Smarter
      2. Brand Distinction and Recovery
      3. Brand Distinction as Bounce Back Booster
      4. Brand Distinction and the Individual Brand
      5. Action Plan to Develop Brand Distinction
      6. Turnaround Takeaways
  9. Afterword
  10. Resources
    1. Crisis Communications and Media Training Experts
    2. Customer Loyalty and Winback Expert
    3. Marketing, Branding Insight Websites and Blogs
    4. Online Brand Monitoring Services
    5. Research Experts and Brand Value Ranking Reports
    6. Storytelling Coach
    7. Trend Websites and Blogs
    8. Recommended Reading
  11. Notes
    1. Chapter 1
    2. Chapter 3
    3. Chapter 4
    4. Chapter 5
    5. Chapter 6
    6. Chapter 7
    7. Chapter 8
    8. Chapter 9
    9. Chapter 10
  12. Index of Brands
  13. Index
  14. About the Author