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Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference [Hardcover]

Karen Post

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Book Description

Dec 6 2011

No brand is immune to crisis.

“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 company: 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,

“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 Book:

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 storm:

#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.

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Product Details

  • Hardcover: 264 pages
  • Publisher: McGraw-Hill; 1 edition (Dec 6 2011)
  • Language: English
  • ISBN-10: 0071775285
  • ISBN-13: 978-0071775281
  • Product Dimensions: 2.6 x 15.8 x 23.2 cm
  • Shipping Weight: 567 g
  • Amazon Bestsellers Rank: #860,174 in Books (See Top 100 in Books)

Product Description

About the Author

Karen Post is a branding/marketing authority and professional speaker known as The Branding Diva®. She is also president of Brain Tattoo Branding, a company that provides strategic planning and creative services to build brands.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most Helpful Customer Reviews on (beta) 4.8 out of 5 stars  17 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars What a must-have! Jan. 23 2012
By BaptisteH - Published on
Format:Hardcover|Verified Purchase
Not only a must-read but truely a must-have for any business enthusiast, marketing oriented person or entrepreneur! I learnt how 35+ brands (whether they are companies, non-profit organisations, celebrities or locations) came back to the top after going through rough times. Among them : Kobe Bryant, Ford, the Red Cross, Mark Cuban, the city of Detroit, an many others. It's definitely a book worth the read for any person willing to build a sustainable brand or recover from a downturn
3 of 3 people found the following review helpful
5.0 out of 5 stars Advice All Brands Can Use Jan. 7 2012
By Bernard Borges - Published on
I read a lot of marketing books. Even from some best selling authors, I read the same points over and over. Karen Post doesn't waste my time telling me what I already know about branding. Rather Karen shares months of meticulous research about brands that have experienced rock bottom and turned around.

Karen doesn't just tell their story, she outlines exactly how they pulled off their turnaround. And, she does that by explaining to the reader the process used by the brand so that we can apply those strategies.

No one wants to be a brand in trouble. But, the value of Karen Post's book is learning the lessons from those brands that have fallen and risen again. The insights she shares about each provides a valuable lesson that can even help a brand prevent or minimize damage when something does go awry.

This is a book all marketing consultants should read, as well as CMOs in mid and large brands. Celebrity brands will also be well served reading this book.

Big thumbs up from me for Brand Turnaround How Brands Gone Bad Returned to Glory.
3 of 3 people found the following review helpful
5.0 out of 5 stars Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made a Difference Jan. 5 2012
By Caitlin - Published on
Format:Hardcover|Verified Purchase
One of the best books I've read on branding.

Brand Turnaround is worth the read. It covers brands we all know (big businesses and people brands) and provides practical way to apply ideas, methods and strategies to any business.

Karen's style is not a bunch of jargon, but smart and straightforward useable advice.

I loved the book so much, I've given it as gifts.
2 of 2 people found the following review helpful
5.0 out of 5 stars Motivational and Inspirational, a fantastic read Jan. 6 2012
By Josef - Published on
Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference is a "must read" for all professionals. Post provides excellent content and relevance from the start, including several eye-opening examples and a game changing formula that would help any business or individual have a vigorous, long lasting future. You would be crazy to pass up this book.
2 of 2 people found the following review helpful
5.0 out of 5 stars Finally a book that's speaks in layman's terms that we can relate to!! Jan. 5 2012
By Cathy - Published on
I'm always hesitant to buy branding/marketing books because I normally can't get past the first chapter without losing interest. I started reading this book while flying to San Francisco to visit a client that ironically needed some help with their company image. This book is an easy read and it's obvious that the author is in touch with companies of all sizes. Bottom line, I LOVED IT, now if we could get other authors to write to the everyday company owners we might have more success stories.

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