Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business

by John Foley, Julie Kendrick

Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the BalancedBrand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. BalancedBrand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.

208 pages, Hardcover

First published January 3, 2006

About the author

John Foley is a high school teacher in Washington State. He previously worked as a newspaper reporter in the Chicago suburbs and Alaska, covering sports, cops, features, and any other beat that didn't require him to attend sanitary sewer meetings. Following a career change to teaching, he worked in Alaskan villages for several years, which led to his memoir Tundra Teacher. Hoops of Steel is based in part on his experiences as a basketball player. Foley was second string on the junior varsity at a Division III school, but prefers to simply say that he "played college ball."