What do you think?
Rate this book
Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference
No brand is immune to crisis.
WILL YOU BE READY? “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 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 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 #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.
WILL YOU BE READY? “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 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 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 #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.
- GenresBusiness
288 pages, Hardcover
First published November 15, 2011
3 people are currently reading
32 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 3 of 3 reviews
November 12, 2018
لطالما كنت مفتون بقصص النجاح او الفشل أو النجاح بعد الفشل للشركات. خصوصا وانا ارى محال تجارية لازمتني في صغري ثم اختفت، اما بسبب المنافسة أو الإهمال.
يعِد هذا الكتاب باستراتيجية يمكن أن تُتبع لإصلاح وترميم سمعة منتجك (او الاسم التجاري لمنتجك) إن واجهت اشكالات أدت إلى نفور عملائك، من خلال دراسة خطط الانقاذ لشركات عالمية (وهذا ما دفعني لقراءته) واجهت تجارب كهذه. يقترح الكتاب ٧ نقاط مهمة يجب أن تتوفر في أي خطة إنقاذ.
أهم ما قرأت فيه:
-- الخطط تنطبق على الأفراد كما في حال الشركات
-- راقب عملاءك، والتحولات التي تطرأ عليهم. هم اهم مورد لديك
-- أكبر خطر هو ان انكار المشكلة بدل مواجهتها
-- الإصلاح مؤلم. لا تيأس ولا تنظر للخلف، ولن تستطيع إرضاء الجميع
-- تذكّر ما يميز منتجك، والقيم التي يمثلها
والأهم من هذا كله، كن صادقاً مع نفسك، مع منتجك، مع موظفيك، ومع عملائك. لا اسبتعد، ان هذا أكبر أشكال يقع فيه رجال الأعمال لدينا. المنتج والخدمة لا يعكسان الشعارات بصدق.
من جهة أخرى، طريقة عرض تجارب الشركات خالية من الحماس، واغلبها غير مُلهم.
التحليل يبدو سطحياً: السبب ، النتيجة، الحل. في عالم الاعمال، يصعب تحديد سبب واحد يتيم، يلقى عليه كل اللوم. هي مزيج من عوامل وظروف، وهذا سبب عدم التفات إدارات الشركات للمشكلة بسرعة في اغلب الاحيان.
وكذلك الحلول، من المستحيل أن تكون بهذه البساطة..
الكتاب يغفل تماماً عن عامل الحظ والتوقيت. مدراء تنفيذيون كُثر يعترفون ان خطط الاصلاح لا تخلو من مغامرة ومواجهة المجهول. التحكّم بجميع الظروف والمنافسين، أمر مستحيل.
يعِد هذا الكتاب باستراتيجية يمكن أن تُتبع لإصلاح وترميم سمعة منتجك (او الاسم التجاري لمنتجك) إن واجهت اشكالات أدت إلى نفور عملائك، من خلال دراسة خطط الانقاذ لشركات عالمية (وهذا ما دفعني لقراءته) واجهت تجارب كهذه. يقترح الكتاب ٧ نقاط مهمة يجب أن تتوفر في أي خطة إنقاذ.
أهم ما قرأت فيه:
-- الخطط تنطبق على الأفراد كما في حال الشركات
-- راقب عملاءك، والتحولات التي تطرأ عليهم. هم اهم مورد لديك
-- أكبر خطر هو ان انكار المشكلة بدل مواجهتها
-- الإصلاح مؤلم. لا تيأس ولا تنظر للخلف، ولن تستطيع إرضاء الجميع
-- تذكّر ما يميز منتجك، والقيم التي يمثلها
والأهم من هذا كله، كن صادقاً مع نفسك، مع منتجك، مع موظفيك، ومع عملائك. لا اسبتعد، ان هذا أكبر أشكال يقع فيه رجال الأعمال لدينا. المنتج والخدمة لا يعكسان الشعارات بصدق.
من جهة أخرى، طريقة عرض تجارب الشركات خالية من الحماس، واغلبها غير مُلهم.
التحليل يبدو سطحياً: السبب ، النتيجة، الحل. في عالم الاعمال، يصعب تحديد سبب واحد يتيم، يلقى عليه كل اللوم. هي مزيج من عوامل وظروف، وهذا سبب عدم التفات إدارات الشركات للمشكلة بسرعة في اغلب الاحيان.
وكذلك الحلول، من المستحيل أن تكون بهذه البساطة..
الكتاب يغفل تماماً عن عامل الحظ والتوقيت. مدراء تنفيذيون كُثر يعترفون ان خطط الاصلاح لا تخلو من مغامرة ومواجهة المجهول. التحكّم بجميع الظروف والمنافسين، أمر مستحيل.
September 11, 2013
The author's premise was excellent, but the case studies used were very surface level, and the deep brand lessons from each weren't much more substantial. Great concept, but it seemed as if the author were unsure if she was writing a general branding book, or a more advanced treatise. This waffling of depth and tone really sabotaged the book overall.
June 16, 2014
To be fair, I didn't realize this book was about PR...thinking instead it was more about branding and re-inventing dusty old relics. That said, this book was absolutely un-interesting and lacked any thought provocation. I ALWAYS finish entire books, in FOMO style. This one I could only get through about 2/3 before I had to throw in the towel.
PR is literally just common sense.
PR is literally just common sense.
Displaying 1 - 3 of 3 reviews