Brand risk is at an all-time high. Every day, brand saboteurs are hard at work undermining the investments that organizations make in their brands. While some deliberately seek out opportunities to subvert carefully crafted brand strategies and marketing messages, many are unwitting employees who live within the organization or just outside its borders, as suppliers, channel partners, or, even, spokesmen.
In a viral world where true (and not so true) news spreads like wildfire, protecting brands from sabotage can be an all-consuming task.
Jonathan Copulsky
In this new book, Jonathan Copulsky provides the tools and frameworks to help you determine how susceptible your organization is to brand sabotage and some actions you can take to reduce its likelihood and impact. The book discusses roles and responsibilities within your organization for managing the risks of brand sabotage and identifies ways to make brand risk intelligence a core competency.
Great brand marketers know what it takes to build great brands. However, for the risk intelligent enterprise, investing in brand-building is no longer enough. In a world filled with intentional and accidental brand saboteurs, companies need to aggressively play defense as well as offense.
Want to know more? Explore the resources below.
- About the Book: Access chapter summaries and an excerpt of the book.
- Acclaim for the Book: Read praise from business and thought leaders.
- Meet the Author: Learn more about Jonathan Copulsky.
About Deloitte
Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services through more than 7,600 people in 57 offices. Deloitte operates in Québec as Samson Bélair/Deloitte & Touche s.e.n.c.r.l. Deloitte & Touche LLP, an Ontario Limited Liability Partnership, is the Canadian member firm of Deloitte Touche Tohmatsu Limited. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.
