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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 in a flash―by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century.

Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage:

A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work.

One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier.

Your competitor's ads trumpet their solution to the performance problems associated with your most recent product.
A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans.
Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.

• Sales Rank: #930010 in Books
• Published on: 2012-11-27
• Released on: 2012-11-27
• Original language: English
• Number of items: 1
• Dimensions: 8.81" h x .68" w x 5.75" l, .60 pounds
• Binding: Paperback
• 256 pages

Review

“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 has hit the nail on the head. You better be ready with a contingency plan if your brand takes a surprise hit, which can come from anywhere. An untimely or awkward response to a crisis can destroy you, while a brilliant response can strengthen you. Copulsky doesn't just state the problem; he prescribes actions.” ―Jim Schroer, former CEO Carlson Marketing, EVP Sales & Marketing Chrysler, VP Global Marketing Ford, and Partner, Booz Allen & Hamilton

“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

“A very stimulating read that has added a new dimension to my thinking about brands and brand strategy. Copulsky's arguments about the critical role of brand defense has stimulated a whole new set of future research ideas tied to brand value and brand risk.” ―Wayne D. Hoyer, Chairman of Marketing, The University of Texas at Austin

“Brand Resilience is a great primer on the damage that can result from unanticipated brand attacks. As an entrepreneur focused on measuring the impact of digital marketing and social media investments, it's incredibly valuable to be reminded that brand risks need to be managed as purposefully as brand investments.” ―Bharath S. Oruganti, President and COO, Encore Media Metrics

“Copulsky does an outstanding job of systematically laying out the risks that brands face in today's world and provides practical advice for intelligently managing these risks. The book is well researched, and engaging because of the excellent examples and metaphors. Copulsky blends a marketing mindset, historical perspectives, and practical examples to produce a field manual for managing brand risk.” ―Valarie A. Zeithaml, professor of business, University of North Carolina at Chapel Hill

About the Author

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.

Most helpful customer reviews

3 of 3 people found the following review helpful.
Required reading--much more than just about defending your brand
By Andy Arends
Copulsky has written a must read for marketing management in the age of Twitter, Facebook, and sites like Tripadvisor.com. He clearly and succinctly lays out the need for being prepared to defend your brand, and how to do it. His use of the US Military's counterinsurgency (COIN) strategy may be off-putting to some at first, but he deftly adapts it to the world of brand management. The well-defined and logical approach is accessible to the layman, but has insights for the expert. Every time I, a non-marketing manager, started to say "well, what about..." Copulsky had an answer--usually on the next page.

I have one beef, and one suggestion. I think Copulsky underplays the concept of brand resilience. What he is really talking about is solid brand management in this modern age. His "brand troops" really need to be the entire organization, and his model should be embedded in the organization's DNA. And especially for services organizations, the brand really is the company--and everyone should feel ownership in its success and its defense.

My suggestion is that we are entering a new world of customer expectations of transparency, and I think this could have been more developed in this book. In a world where we can track package locations almost to the mile, consumers will continue to expect ever greater levels of transparency of all the processes within an organization that impact their experience. This transparency requirement will require even more attention be paid to protecting your brand.

Disclosure: I met Copulsky when I worked at Deloitte, but I never worked with him and he was never part of my review path.

2 of 2 people found the following review helpful.
Thoughtful and Comprehensive
By J.Ilog
The reviews by Sam Friedman on July 20, 2011 and Sean Geehan on November 11, 2011 both summarize this book well.

When he discusses a plan on how to learn and adapt one's brand defenses from sabotage, he mentions "it many help to compare systematically tracking and investigating brand sabotage to the way companies systematically improve their manufacturing processes.", drawing a parallel to the Six Sigma process.

He also incorporates the hit TV show Undercover Boss. "The insights that executives develop on Undercover Boss, and from executive frontline engagement programs in general, are not statistically valid or even necessarily representative, but they are a start when it comes to understanding the challenges in building a resilient brand and ensuring that employees clearly understand the brand." On a similar note, he mentions that a companies' employees are its most powerful brand ambassadors.

This book will make you think 3-4 times before making a foolish comment or video about your company to the media, regardless if it's to the TV/Radio stations, Newspaper and particularly the web portals.

4 of 5 people found the following review helpful.
VERY WORTHWHILE READ!!
By TGoldberg
I am a fairly demanding reader and was really impressed by this work. The book is highly readable, and more importantly, an excellent source of insights and actions to be taken. The use of counterinsurgency linkages, relevant stories, insightful section titles, and key takeaways by chapter all make for an enjoyable read while learning about relevant issues and recommended responses. "Brand Resilience" begins and ends with the admonition that "it's what you do next that counts". This book helps management develop and execute proactive gameplans for defending and strengthening their brands.

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• Sales Rank: #10198212 in Books
• Published on: 2011-09-28
• Original language: English
• Number of items: 1
• Dimensions: 9.21" h x 1.26" w x 6.14" l, 1.90 pounds
• Binding: Paperback
• 598 pages

From the Back Cover

The book presents the newest results of the major world research groups working in the area of Variable Structure Systems and Sliding Mode Control (VSS/SMC). The research activity of these groups is coordinated by the IEEE Technical Committee on Variable Structure Systems (VSS) and Sliding Modes (SM). The presented results include the reports of the research groups collaborating in a framework of the Uni�n European Union – M�xico project of Fondo de Cooperaci�n Internacional en Ciencia y Tecnolog�a (FONCICyT) 93302 titled "Automatization and Monitoring of Energy Production Processes via Sliding Mode Control".

The book starts with the overview of the sliding mode control concepts and algorithms that were developed and discussed in the last two decades The research papers are combined in three sections:

Part I: VSS and SM Algorithms and their Analysis

Part II: SMC Design

Part III: Applications of VSS and SMC

The book will be of interests of engineers, researchers and graduate students working in the area of the control systems design. Novel mathematical theories and engeneering concepts of control systems are rigorously discussed and supported by numerous applications to practical tasks.

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• Sales Rank: #325576 in Books
• Published on: 2008-06-23
• Original language: English
• Number of items: 1
• Dimensions: 11.02" h x 1.69" w x 8.50" l, 4.19 pounds
• Binding: Paperback
• 836 pages

Most helpful customer reviews

10 of 10 people found the following review helpful.
Best in its Class - It is the Home Inspection industry bible
By Best Inspectors Net
This is the most comprehensive home inspection book available. It is the standard textbook and reference for home inspectors. It covers the structure and all the systems and sub-systems in a home. The book is also used as the core textbook for courses at major home inspection schools such as MSI's Best Inspectors Network school. It is printed on top quality paper so you can expect it to last a long time. I usually carry a copy in my truck and have a copy in my home library. It is very convenient to be able to look something up in the field. Even after doing home inspections for ten years, I still look stuff up often. Occasionally, I'll see something I haven't seen before. I like to go home and sit down with the Principles book to get a better understanding. I've probably read the whole book cover to cover at least five or six times but I still learn new things. Reading something is one thing but seeing it in the field, then reading it is a whole different thing.

The reason the book is usually priced above the retail price is that it is a very large book that weighs around five pounds. Sellers have to absorb the difference between what they get for shipping fees and their actual cost to ship this massive book.

2 of 2 people found the following review helpful.
Home Inspector Class
By stevedives
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This is the Ultimate in Home Inspection Reference
By Edward Rossi
This is the most detailed and concise book on Home Inspection. It is well illustrated and the text is laid out in an easy to read format. I am extremely pleased with this book and reference it often,

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• Sales Rank: #2439075 in Books
• Published on: 2012
• Binding: Hardcover

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[Y909.Ebook] PDF Ebook The SENCo Handbook: Leading and Managing a Whole School Approach, by Elizabeth Cowne, Carol Frankl, Liz Gerschel

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This sixth edition of the best-selling SENCo Handbook has been extensively updated to take account of the SEND Code of Practice (2014), recent research, and implications for policy and practice in schools and for SENCos. It provides vital information, practical approaches to the SENCo role and responsibilities, and perceptive analysis of issues, relevant to all schools, early years settings and colleges. Debating and discussing how the SENCo role has changed and will change, this book will help all SENCos, headteachers and school leaders to create and implement effective whole-school policy and practice for special educational needs.

Key topics include:

• leading and managing change in SEN policy and practice
• building the capacity of class and subject teachers to meet the needs of pupils
• managing the graduated response for those with identified additional needs
• tracking and recording progress
• developing whole-school approaches to policy and practice for those with SEND
• the deployment and management of support staff
• working with children, young people and their parents
• working in partnership with a range of outside agencies and services

Photocopiable training materials are included, as well as source lists for further reading and information. The SENCo Handbook is essential reading for those studying for the National Award for SEN Co-ordination, whilst more experienced SENCos will value its academic underpinning and common-sense on issues that matter.

• Published on: 2015-06-23
• Original language: English
• Number of items: 1
• Dimensions: 11.50" h x 8.00" w x .75" l, .0 pounds
• Binding: Hardcover
• 176 pages

About the Author

Elizabeth Cowne has been actively involved in developing and delivering SENCo training for 30 years, largely associated with the outreach courses at the Institute of Education. She was the sole author of the first�five editions of the SENCo handbooks and is author of many other publications.

Carol Frankl is Managing Director of the Southover Partnership, an independent special school and support service. She is also a tutor on the National Award for SEN Co-ordination course. Carol regularly contributes to SEN publications.

Liz Gerschel has been training SENCos, teachers, teaching assistants and governors for more than 30 years. Liz helped to develop, and currently teaches, the NASENCO course for the Institute of Education at University College London. She was a Learning Difficulties Outreach Tutor at the University of Birmingham for many years and has published on SEN, governance and equalities.

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[V952.Ebook] Ebook Eleven Regrets, by Mel Anderson

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She grew up the second of sixteen children in the high desert of Southern California. But for Melissa, childhood was anything but fun in the sun. For as long as she can remember, she and her siblings were subject to harrowing physical, sexual, and emotional abuse by their own parents—a devastating betrayal by the people meant to love and care for them most.

In order to protect the family secret, the children were pulled out of school at an early age, and Melissa found herself in the role of caregiver and homeschooler to her brothers and sisters at just ten years old.

Powerless against the influence of her parents, named only as “Mother” and “Father,” she endured repeated violence, starvation, and isolation, while witnessing the worst of the punishments doled out to the family scapegoat—her younger brother Ronald.

Eleven Regrets is the true memoir of how one woman survived the nightmare of an abusive childhood despite seemingly impossible odds. Providing inspiration for all who suffer through life’s obstacles, Mel Anderson shares her story with candor, bravery, and hope, giving a voice to the innocent souls who weather the storm of childhood abuse.

• Sales Rank: #1419138 in Books
• Published on: 2015-05-04
• Original language: English
• Number of items: 1
• Dimensions: 8.00" h x .93" w x 5.25" l, .93 pounds
• Binding: Paperback
• 370 pages

About the Author

Mel Anderson is a foster parent and attorney, currently working toward her master’s degree in social work. She is a member of the ChildSafe financial advisory board, as well as a volunteer trainer for Child Advocates of San Antonio.

Anderson is the author of The Big Fib, a children’s book published through Shadow Mountain Publishing—and the personal memoir Eleven Regrets. She currently lives in San Antonio, Texas, with her husband and children.

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4 of 4 people found the following review helpful.
This isn't a type of book one "likes. " ...
By Olha V. Vandergriff
This isn't a type of book one "likes." It's a brave story and it's not for lighthearted individuals. I praise the author and her siblings for surviving this awful life circumstance called Family. And I'm also in shock how US CPS program is broken, leaving so many children vulnerable and unprotected. Thank you Mel Anderson for sharing your story. I can't imagine how hard it must have been to recollect and relive your childhood.

3 of 3 people found the following review helpful.
I absolutely loved this book
By Michelle Reed
I absolutely loved this book! I normally do not read child abuse books I choose to live in my world knowing yes it's real but it sickens me that people can ever harm a child. My personal interest had me buy this book and while it was horrific what happened to these children in this book I would also suggest opening your eyes to the people you live near and that is what I have learned from Eleven Regrets. I'll no longer be as na�ve to the children I see in my world. 16 children is a lot of kids and as a child I thought if you had a big family that they would start looking pale and weak I'm not that ignorant any longer. Thank you Mel for your courage to share your story God Bless you and your siblings

2 of 2 people found the following review helpful.
Great read
By C. Madsen
The book has a terribly sad story but the author was very careful to keep from pushing the reality too far. Her story was insightful, horrible and heart wrenching yet not gruesome.

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[B109.Ebook] Ebook Free Favorite Cookies: More than 40 Recipes for Iconic Treats, by Williams-Sonoma Test Kitchen

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This comprehensive collection of over 3 dozen cookie recipes provides all the much-loved classics, along with tips and variations on how to make them unique. The beautifully photographed volume will feature recipes for holiday and gift giving, but will also include drop cookies, bars & sandwich cookies. The recipes are simple enough to be understood by beginning bakers, and share a timeless quality that will make them cherished by cooks of all levels. The recipes are the type home cooks will return to again and again.

Whether you’re an avid baker or a novice, the experts at the Williams-Sonoma Test Kitchen have you covered. Inside this inspiring volume, you'll find 37 recipes for all types of cookies, including drop cookies, holiday cookies, sandwiched cookies, and bar cookies. Step-by-step photography and instructions illustrate how to roll out dough, cut cookie shapes, and decorate with panache.

Drop Cookies: Chocolate Chip; Peanut Butter; Oatmeal Raisin; Cowboy; Coconut, Butterscotch, and Macadamia; Chocolate Crinkle.

Holiday Cookies/Gift Giving Cookies: Sugar; Gingersnap Molasses; Gingerbread molasses; Spritz; Snickerdoodle; Candy Cane; Peppermint bark; Thumbprints; Meringues; Florentines; Almond Crescent.

Sandwich Cookies: Chocolate pretzel and peanut butter sandwich cookie; Lemon cream cookie sandwiches; Homemade oreos��

Bars: Blondie; Toffee Triangles; Peanut Butter Rice Crispy Brownie Bars; 7-Layer Bar; S’more Brownie; Orange Creamsicle.�

• Sales Rank: #302762 in Books
• Published on: 2017-04-25
• Released on: 2017-04-25
• Original language: English
• Dimensions: 9.00" h x .60" w x 7.50" l,
• Binding: Hardcover
• 104 pages

About the Author
Since its founding by Chuck Williams in 1956, the Williams-Sonoma brand has been bringing people together around food. Williams-Sonoma is a leading specialty retailer of high-quality products for the kitchen and home, providing world-class service and an engaging customer experience.

The Williams-Sonoma Test Kitchen spearheads the development of culinary content for the brand’s catalog, website, blog, social media programs, cooking schools, and special events.

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Reading The Death Of Wizdem is like reading The Catcher In The Rye while blasting old Black Flag and Circle Jerks albums from your stereo. It’s a semi-autobiographical account of nom de plume Laszlo Borsai as he comes of age in mythical Strawberry Town. No, wait. That sounds kind of lame. He doesn’t really "come of age" so much as he has the kinds of experiences that make for really good David Fincher movies. It’s got all the sex, drugs, and rock 'n' roll you’d expect from the description I’ve given thus far, with a cast of characters that would make David Lynch’s casting director giggle with glee.

• Sales Rank: #3523376 in eBooks
• Published on: 2011-01-01
• Released on: 2011-01-01
• Format: Kindle eBook

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