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Book review: The Indestructible Brand

25-November-2017
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Book review: The Indestructible Brand

The digital age has disrupted long held beliefs about marketing and CRM. With social media ubiquitous, consumers can make or break a brand in a matter of seconds. At the same time, it has become a powerful tool for brands to delve into consumer psyche. It is in this era of always-on feedback that Venke Sharma and Hushidar Kharas' The Indestructible Brand' is set.

Based on the premise that crisis management should be an ongoning process, rather than something that a switch that is flipped on and off, The Indestructible Brand draws from the authors' experience as well as case studies from around the world to highlight this central tenet.

The authors take pains to show the need for this strategic, watchdog kind of approach towards crisis management by looking at the development of a 'crisis' through various stages. In one of the chapters, they talk about the need for a dedicated Crisis Officer; a CCO and how the crisis management team should have representation from across the board.

If anything, The Indestructible Brand is relentless -- each chapter and each new idea, heralded by or bookmarked by a  number of real-life examples, from the very obscure to some well publicised ones. It might get a little too much for some but the plethora of examples does make the entire exercise more relatable.

Many of the authors' ideas would no doubt resonate with most digital and brand managers. For example, do we really need to always delegate social media responsibilities to the youngest and most experienced team member? Does saying "No Comment" to queries post a comment actually hurt the brand? Still, the book does a good job of bringing most of these ideas in one place succinctly.

The Indestructible Brand contains practical and easy to implement ideas that should be of interest to digital brand managers. It explains and provides guidelines for 'crisis management' protocol right from inception to post-crisis. Backed by a number of real-world examples, the authors take pains to dissect each and every element that directly or indirectly relates to crisis management; from response, to social listening and digital asset management. An intriguing read for brand managers in this digital age.

The 'Indestructible Brand: Crisis Management In The Age of Social Media' is published by Sage Publishing

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