Imagine taking the US Military Field Manual for Counterinsurgency, putting it into Google Translate and converting it into brand speak. The result would be Brand Resilience: Managing Risk and Recovery in a High Speed World by Jonathan R. Copulsky.
We’ve often heard of marketing compared to warfare, but that’s old school. Now, with social media amplifying and accelerating messages, the concept of protecting your brands using counter insurgent tactics is really quite brilliant.
Think about it; Are you protecting your brand?
“Yes, I have a crisis communication plan” is not enough. Do you have a plan to protect your greatest asset, one that is built on trust and credibility?
Copulsky, CMO for the Deloitte Consulting Strategy and Operations Practice, walks readers through the process to develop a strategy that defends and offends your brand from the known and the unknown brand saboteurs.