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Brand Anarchy: Managing corporate reputation

Brand Anarchy: Managing corporate reputation

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Описание
In the age of social media, branding is no longer a one-way communication. Now the consumer has a say in your corporate reputation and can transmit your company report card worldwide at any given moment on any given day. It’s anarchy out there. This book is your survival guide. Featuring insights from top brand consultants such as Greg Dyke, Alastair Campbell, Mark Thompson, and Seth Godin, this book explains the new rules of the road and how to get a handle on developing and maintaining a brand strategy. It also features critical information on how reputation and commercial risk can be assessed and minimized and offers new models on measuring the commercial value of reputation. In an age when corporations must interact with their consumers to collectively create brand awareness, this book is required reading to learn the best way to optimize and positively guide the collaborative work of getting your message out.