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Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks Hardcover – Oct 16 2012

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Most Helpful Customer Reviews on (beta) 19 reviews
2 of 2 people found the following review helpful
A "Must" Read for execs, from start-ups to Fortune 50 Jan. 20 2013
By Robert Sherlock - Published on
Format: Hardcover
When I picked up Defending Your Brand, I thought it was going to be just a handbook for big, successful companies that need to defend their mature business positions against upstarts. It is that handbook, and a very good one. Yet it's much more. Even a successful company needs to innovate and shake up the market from time to time, and of course an early-stage firm can succeed only by bringing something valuable to an underserved market. This book will be just as useful to companies that are trying to shake up the status quo as to companies determined to preserve it. When you're innovating and trying to bring something new to customers, you'd better worry about what incumbents in the market might do to defend against you. If you can understand how incumbents are likely to react, you can make plans accordingly and increase your chances of success.

Tim Calkins does a thorough job outlining the major strategies and tactics commonly used to defend a market, including disrupting launch timing, limiting awareness, discouraging trial, and making it more difficult to line up distribution channels. He notes that some defensive tactics can approach or cross into legally questionable zones, and includes a very good chapter by attorney Stephen Calkins that gives executives principles for staying on the right side of the antitrust laws around the world. Finally, he includes a chapter that addresses how to keep your organizations's people in the right frame of mind, and recognized/rewarded for their actions that build long-term brand strength. Customer loyalty, he says, is probably the best defense of all.

Just as the players on a basketball team must be able to quickly change from playing offense to playing defense as they run up and down the court, every executive needs a mental framework and playbook for handling both these aspects of their "game." Defending Your Brand is a unique and valuable book that I will strongly recommend to the board members, CEOs, marketing and sales leaders, and other executives I work with.
1 of 1 people found the following review helpful
Marketing thumbs up! Oct. 30 2012
By Jorge - Published on
Format: Hardcover
I really enjoyed this book. The author explains in a very straightforward fashion the principles you should follow to protect your business in hard times. The analysis is complete and it goes from competitive intelligence, to the financial and legal aspects of these situations.
A beacon for sound business strategy Jan. 6 2014
By Smriti Deokule - Published on
Format: Hardcover Verified Purchase
It's a stark reminder of a topic that is so easily overlooked yet one that we can least afford to ignore in business. It serves as a compass for making sound strategic decisions on an ongoing basis. The groundbreaking theory is brought to life through practical examples which makes it a clear and easy read. I would highly recommend this book to anyone who is focused on running a successful company.

Smriti Deokule
NuVista Strategies, Inc.
Defending Your Brand is a knock out Nov. 25 2013
By T. McDonald - Published on
Format: Hardcover
Tim Calkins has written a very thorough, comprehensive and candid assessment associated with the process of brand defense. Having spent 20+ years in the CPG industry I can relate to a number of important lessons identified by Calkins. More importantly, I learned a few new things as well. Chapters are well developed and provide for an appropriate stair step approach to this incredibly important task. Must reading for all brand marketers; sales professionals as well.
An essential handbook for anyone in marketing Aug. 27 2013
By Chas - Published on
Format: Hardcover Verified Purchase
Tim Calkins' book "Defending Your Brand" is an excellent blueprint for a key marketing strategy that is under-utilized and rarely discussed. As his vivid case examples will show, lack of brand defense has led to the demise of some key consumer staples while a strong defense is absolutely essential to long-term brand preservation. Calkins effectively details a set of powerful "how to" tactics for effectively fighting off potential and existing competitors. The author does a phenomenal job in providing diverse examples across varying products and industries, which enables his recommendations to be highly applicable and tangible.

As someone with a career in marketing, this book has been and will continue to be a powerful tool for me when designing strategy. This guide is a must have for marketers and general managers at companies big or small.