“Marketing is no longer about building a brand. There’s now a need for brand defense.” – Jonathan Copulsky, Brand Resilience
We can all name the most prominent brands. But today, brand management has as much to do with safeguarding as it does with building. Brand saboteurs are lurking around every corner – especially in the age of social media where news spreads like wildfire – and organizations need to manage risk, anticipate attacks, and bounce back fast after a hit.
How can you protect your brand? By playing active and consistent defense. That starts with understanding how susceptible your organization is to brand sabotage – and knowing how to reduce its likelihood and impact. In Brand Resilience, Copulsky uses real-world examples, including many from social media mishaps, to bring the challenges of defending brands to life. As important as defining the challenges, he also shares popular brand war stories and lessons learned that organizations should consider and adopt.
In this presentation, Copulsky will walk through his seven-step plan to brand resilience. This includes assessing your brand risks, detecting early warning signals, and adapting your defenses. To further bring his plan to life, Copulsky will also draw on the experiences of today’s most well-known brands. By building an organizational capacity to expect the unexpected and understanding your brand risks, you’ll be in a better position to head off trouble before it occurs – keeping you one step ahead of your potential saboteurs.
Jonathan Copulsky has worked with many of the world’s leading organizations to grow profitable customer relationships for over thirty years as a consultant and senior executive. He has helped clients assess their brand value propositions and market positioning, design their “go to market” strategies, revise their channel strategies, create new market-based segmentation frameworks, establish analytically-based customer loyalty programs, revamp their sales forces, call centers, and database marketing efforts, re-think their service operations to take advantage of new technology-enabled capabilities, and integrate customer-facing organizations forces in conjunction with mergers and acquisitions.
Jonathan speaks and writes frequently on issues related to sales and marketing management and is a regular contributor to a number of publications and online forums. His critically praised book, Brand Resilience: Managing Risk and Recovery in a High-Speed World was published by Palgrave Macmillan in May 2011. Jonathan has served in numerous leadership roles at Deloitte, including Chair of Deloitte Consulting’s Marketing Council; Chief Marketing Officer for Deloitte’s Global Strategy & Operations Practice; Managing Principal, Global Sales and Marketing Strategy Practice; and Managing Principal, Midwest Strategy & Operations Practice. Recently, Jonathan assumed responsibility for Deloitte’s eminence portfolio and activities, including oversight for Deloitte Research and Deloitte Review, in addition to his client service responsibilities.
Interested in this session? Early bird pricing of $199.00 is available for tickets purchased before July 31st. Click the purple ‘Register Now’ button and save $100.00 off the standard pricing.