1.

2. No brand is immune to crisis Will you be ready? 3. What is this? This PowerPoint is an introduction to my new book calledBrand Turnaround . The book is published by McGraw-Hill and will be out in late 2011. This PowerPoint is also part of a test to see ifa 25-point social media blitz can producemeaningful results for a business. For moreon the study visit my blog: www.brandingdiva.com/blog (Sept 4, 2011) 4.

Branding and the Beast How to not get bullied

Part 1 - New brands are created each day. Many will make it, many will not. And many will face unexpected challenges that result in brand breakdowns.

Should yourbrandgo bad from

A product recall

A scandal

A major market shift

Or some really bad luck

You canturn your brand around

and get back to business.

5. Still, sometime this just isn t enough to prevent your brand from crumbling when catastrophe arises. With the right knowledge, tools and preparation, you can better equip yourself to recover from that evil, intimidating beast the unforeseen brand shakeup. Whether commercial, individual, cause or nonprofit, or destination,well-regardedbrands reap benefitsincluding customer loyalty, trust, backing by eager ambassadors, a protective shield and countless opportunities. 6. The key point here is that nobrandis immune to a breakdown. No matter how strong or popular your brand, always be prepared for the worst. It can happen without warning, and have catastrophic results. Like any type of beast, a brand shakeup rears its ugly head in many forms. They could be the result of accidents, product recalls, scandals, dramatic market shifts, poor judgment, bad behavior or bad luck, among other things. 7. Despite the trigger or severity of the shakeup, somebrandscomeout fightingand make complete turnarounds, sometimes evenbecoming stronger than they ever were. The first step in combating a shakeup is to be prepared.Brands undergoing hard times move through five phases: Brand-shaking Eventmarket shift created by internal or external circumstances. Market Reaction and the Brand s Reply public suddenly has negative view of your brand and you loseambassadors; press management and a spokesperson are crucial here. 8. By-products and Other Hazards That May Follow a Troubled Brand public media and negative sentiment can grow and brand equitycould be lost. Road to Recovery start to heal when another, more damaging event, enters the newscycle or when your good planning results in execution of recoverystrategies and tactics. Return to Glory maintain progress and respond to new challenges. Familiarize yourself with this cycle and create a plan for how you willdeal with each step. Simultaneously, make an effort to rebuildconnections and relationships with core markets. Beyond this, knowyourbrand essence solidify your purpose, distinction, promiseand personality. 9. This article is an excerpt from Karen Post s latest bookBrand Turnaround(McGraw-Hill 2011).For part 1 & 2 andother related articles, go tohttp://brandingdiva.com/brand-makeovers/ About the author Known by many as the Brand Diva , Karen Post is an international branding/marketing consultant and professional speaker. She helps individuals; businesses and nonprofits succeed with powerful, distinct brands. Karen has written two books:Brand Turnaround: How Brands Gone Bad Returned to Glory... and the 7 Game Changers that Made the Difference(available late 2011) andBrain Tattoos: Creating Unique Brands That Stick inYour Customers Minds . For more info on Karenand branding matters visit her site atwww.brandingdiva.comand her blogwww.brandingdiva.com/blog .