"The lifeblood of brands is the next big idea"

A A

Payal Khandelwal: Jan 17 2012, 02:57 IST

Jonathan Copulsky has been with Deloitte for almost 30 years and has dedicated himself to developing and growing profitable customer relationships. He also chairs Deloitte Consulting's Marketing Council. Early this year, he released his new book, Brand Resilience: Managing Risk and Recovery in a High-Speed World which talks about the crucial need for brand defence and brand resilience in today's world. He was in India recently to speak at the World Brand Congress. FE 's Payal Khandelwal caught up with him to know more about his book, the concepts of brand resilience and brand saboteurs, the boon and bane that social media is and the most important challenges for today's marketers. Edited excerpts:

You have often said that marketing is no longer about building the brand. It is about brand defense. Could you elaborate on that?

The argument that we make in the book is not that people should abandon building the brand but they should compliment the activities around brand building with activities around defending the brand. The book talks about what kind of activities people can take to defend themselves against brand saboteurs-individuals or organisations who either deliberately or unintentionally can hurt the brand. We teach them about putting defences in place so that all the hard work that companies have invested in brand building doesn't get waste.

What are the broad categories that brand saboteurs can be divided into?

In the book, we talk about people who are inside your borders which include employees, senior executives, value

... contd.

Ads by Google

Single Page Format

1 | 2 | 3 | Next