Description
Brand Turnaround How Brands Gone Bad Returned to Glory
Position your company to handle any brand crisis--instantly and effectively.
Toyota, Tylenol, and Goldman Sachs all made the best of serious brand crises. You
can, too, with Brand Turnaround! Brand Turnaround examines a number of brand
crises--explaining first what went wrong and then revealing the steps companies
took to manage their recovery--all while giving you practical insight and methods
you can use to make a positive difference in your brand.
You get the tools you need to develop a game plan within eight hours of the
incident to prevent the problem from spreading; create a company culture
designed to handle situations quickly and effectively; and manage emotions
during the toughest days.
Brand Turnaround captures the churn, burn, and return to glory of over
seventy-five brands. Some are small; others are global leaders. Some
experienced monumental shake-ups and downturns; others were hit with an
event or situation that caused intense public scrutiny, negative media coverage,
and dinged the brand’s stature.
What this book will do for your brand
Brand Turnaround is not a collection of “horror” stories; it is your roadmap to a
healthy, sustainable future.
By learning from the missteps and misfortunes of others, this book:
Brand Turnaround: How Brands Gone
Bad Returned to Glory . . .
the 7 Game-Changers that Made
the Difference (McGraw-Hill)
The author, Karen Post is an international branding/marketing consultant and professional speaker. Known by many as
The Branding Diva® she helps individuals, businesses and nonprofits succeed with powerful, distinct brands.
• Clarifies the new opportunities and challenges
that await today’s brands.
• Addresses how and why brands go bad, get
bruised, or become broken.
• Provides you with proven, pragmatic paths to
brand recovery, and
• Inspires fresh thinking and actionable change,
so your brand will succeed.
“I hate to tell you it can happen for
any company; a brand disaster. In
Brand Turnaround - How Brands
Gone Bad Returned to Glory, Karen
Post explores what a brand
catastrophe means and most
importantly how to survive when
they strike. Brand Turnaround is a
great lifejacket for every company
preparing for the unavoidable
disaster before it strikes.”
Martin Lindstrom
Bestselling author of
Brandwashed
“Karen Post is more than merely a
game changer, she creates the
rules for winning every time 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, PhD
Author, Million Dollar Consulting
and The Consulting Bible
Available at fine book stores like Amazon, Barnes & Noble, 800-CEO-READ, Books-A-Million for bulk purchases; or contact for corporate purchases, please contact
Yin Chan at 212-512-6289 or [email protected] • Author can be reached at [email protected] • www.brandingdiva.com • 713-828-0691
Brand Turnaround reveals how you
can repair a battered brand image,
and return to even greater glory.
Karen Post shares how all brands, commercial, individual
brands, nonprofit, and destination brands can all rebound from
the worst brand shakeups. She addresses how crisis media
management, new social media tools, leadership traits, staying
relevant and being distinct are critical to the recovery process.
Brand Turnaround gives readers insight on:
• Qualifying characteristics of a “brand gone bad”.
• What to do on the day the brand explodes.
• How to create a crisis responce and recovery plan quickly.
You’ll learn how to:
• Decide when to play offense, defense, buy time, or throw
in the towel.
• Determine what your real resources are and how to access
the leaders, players, and water boys.
• Create critical change and understand the need to sacrifice
the lambs.
• Evaluate the impact of disruption on your brand’s culture.
Every minute of every day, all over the world, new brands are
born. The day someone opens their doors for business or to
further a cause, they are molding their brand and its destiny
and are vunerable to a brand shakeup.
Gain actionable ways to get your brand back on track, fast.
Karen takes the reader inside brands that have gone bad.
She explores what separates the survivors from the big losers,
the sustainable brands from the forever broken ones.
Master the Seven Brand Defining Game Changers that made
the difference after some of the greatest brands experienced a
public meltdown.
Game Changer 1: Take Responsibility
Game Changer 2: Never Give Up
Game Changer 3: Lead Strong
Game Changer 4: Stay Relevant
Game Changer 5: Keep Improving
Game Changer 6: Build Equity
Game Changer 7: Own Your Distinction
Brand Turnaround looks at
over seventy-five brands that
have bounced back from a
brand-shaking event.
Using case studies include:
• Aruba
• BP
• Pirate’s Booty
• JetBlue
• Martha Stewart
• Pee Wee Herman
• David Letterman
• Marks and Spencer
• Rupert Murdoch
• Persil
• Charlie Sheen
• SunChips
• Xerox
• ValuJet /AirTran
• Michael Vick
What others are saying about
Brand Turnaround
“Wow! What an amazing book, chock full of
quickly read, easy to understand and
immediately actionable ideas to defend/
strenghten/turnaround brands. My
voluminous notes will fill my “To-Do lists for
months to come and, I will gift your valuable
gem of a book to my clients and associates.”
James Belasco Ph.D.
Author, professor, entrepreneur
“Brand management during a crisis is one of
the greatest challenges entrepreneurs face
in today’s market. A brand can quickly “make
or break” an emerging or established
company. 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, PhD
James Walter Distinguished Chair of
Entrepreneurship, Professor and
Director, University of Tampa
Available at fine book stores like Amazon, Barnes & Noble, 800-CEO-READ, Books-A-Million for bulk purchases; or contact for corporate purchases, please
contact Yin Chan at 212-512-6289 or [email protected] • Author can be reached at [email protected] • www.brandingdiva.com • 713-828-0691
doc_248687550.pdf
Brand Turnaround How Brands Gone Bad Returned to Glory
Position your company to handle any brand crisis--instantly and effectively.
Toyota, Tylenol, and Goldman Sachs all made the best of serious brand crises. You
can, too, with Brand Turnaround! Brand Turnaround examines a number of brand
crises--explaining first what went wrong and then revealing the steps companies
took to manage their recovery--all while giving you practical insight and methods
you can use to make a positive difference in your brand.
You get the tools you need to develop a game plan within eight hours of the
incident to prevent the problem from spreading; create a company culture
designed to handle situations quickly and effectively; and manage emotions
during the toughest days.
Brand Turnaround captures the churn, burn, and return to glory of over
seventy-five brands. Some are small; others are global leaders. Some
experienced monumental shake-ups and downturns; others were hit with an
event or situation that caused intense public scrutiny, negative media coverage,
and dinged the brand’s stature.
What this book will do for your brand
Brand Turnaround is not a collection of “horror” stories; it is your roadmap to a
healthy, sustainable future.
By learning from the missteps and misfortunes of others, this book:
Brand Turnaround: How Brands Gone
Bad Returned to Glory . . .
the 7 Game-Changers that Made
the Difference (McGraw-Hill)
The author, Karen Post is an international branding/marketing consultant and professional speaker. Known by many as
The Branding Diva® she helps individuals, businesses and nonprofits succeed with powerful, distinct brands.
• Clarifies the new opportunities and challenges
that await today’s brands.
• Addresses how and why brands go bad, get
bruised, or become broken.
• Provides you with proven, pragmatic paths to
brand recovery, and
• Inspires fresh thinking and actionable change,
so your brand will succeed.
“I hate to tell you it can happen for
any company; a brand disaster. In
Brand Turnaround - How Brands
Gone Bad Returned to Glory, Karen
Post explores what a brand
catastrophe means and most
importantly how to survive when
they strike. Brand Turnaround is a
great lifejacket for every company
preparing for the unavoidable
disaster before it strikes.”
Martin Lindstrom
Bestselling author of
Brandwashed
“Karen Post is more than merely a
game changer, she creates the
rules for winning every time 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, PhD
Author, Million Dollar Consulting
and The Consulting Bible
Available at fine book stores like Amazon, Barnes & Noble, 800-CEO-READ, Books-A-Million for bulk purchases; or contact for corporate purchases, please contact
Yin Chan at 212-512-6289 or [email protected] • Author can be reached at [email protected] • www.brandingdiva.com • 713-828-0691
Brand Turnaround reveals how you
can repair a battered brand image,
and return to even greater glory.
Karen Post shares how all brands, commercial, individual
brands, nonprofit, and destination brands can all rebound from
the worst brand shakeups. She addresses how crisis media
management, new social media tools, leadership traits, staying
relevant and being distinct are critical to the recovery process.
Brand Turnaround gives readers insight on:
• Qualifying characteristics of a “brand gone bad”.
• What to do on the day the brand explodes.
• How to create a crisis responce and recovery plan quickly.
You’ll learn how to:
• Decide when to play offense, defense, buy time, or throw
in the towel.
• Determine what your real resources are and how to access
the leaders, players, and water boys.
• Create critical change and understand the need to sacrifice
the lambs.
• Evaluate the impact of disruption on your brand’s culture.
Every minute of every day, all over the world, new brands are
born. The day someone opens their doors for business or to
further a cause, they are molding their brand and its destiny
and are vunerable to a brand shakeup.
Gain actionable ways to get your brand back on track, fast.
Karen takes the reader inside brands that have gone bad.
She explores what separates the survivors from the big losers,
the sustainable brands from the forever broken ones.
Master the Seven Brand Defining Game Changers that made
the difference after some of the greatest brands experienced a
public meltdown.
Game Changer 1: Take Responsibility
Game Changer 2: Never Give Up
Game Changer 3: Lead Strong
Game Changer 4: Stay Relevant
Game Changer 5: Keep Improving
Game Changer 6: Build Equity
Game Changer 7: Own Your Distinction
Brand Turnaround looks at
over seventy-five brands that
have bounced back from a
brand-shaking event.
Using case studies include:
• Aruba
• BP
• Pirate’s Booty
• JetBlue
• Martha Stewart
• Pee Wee Herman
• David Letterman
• Marks and Spencer
• Rupert Murdoch
• Persil
• Charlie Sheen
• SunChips
• Xerox
• ValuJet /AirTran
• Michael Vick
What others are saying about
Brand Turnaround
“Wow! What an amazing book, chock full of
quickly read, easy to understand and
immediately actionable ideas to defend/
strenghten/turnaround brands. My
voluminous notes will fill my “To-Do lists for
months to come and, I will gift your valuable
gem of a book to my clients and associates.”
James Belasco Ph.D.
Author, professor, entrepreneur
“Brand management during a crisis is one of
the greatest challenges entrepreneurs face
in today’s market. A brand can quickly “make
or break” an emerging or established
company. 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, PhD
James Walter Distinguished Chair of
Entrepreneurship, Professor and
Director, University of Tampa
Available at fine book stores like Amazon, Barnes & Noble, 800-CEO-READ, Books-A-Million for bulk purchases; or contact for corporate purchases, please
contact Yin Chan at 212-512-6289 or [email protected] • Author can be reached at [email protected] • www.brandingdiva.com • 713-828-0691
doc_248687550.pdf