Brand Anarchy Managing Corporate Reputation (PB) By: Stephen Waddington
As the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact is that they have never had control. The question is what they can do about it now, and what they need to consider for the future. The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before. Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand context it is reputation anarchy. In Brand Anarchy, Steve Earl and Stephen Waddington draw on insight from opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Seth Godin, David Cushman and Philip Sheldrake to explore how reputations can be better managed and the new challenges that the future of media may bring. They investigate the response from organisations that have faced recent attacks on their reputation such as BP, Research in Motion and Toyota, to discover what it teaches us about the future of reputation. This plain-speaking, shrewd book pulls no punches. It's a survival guide for anyone concerned what others think or say about them.
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