Introduction: it's what you do next that counts
1: Why your brand is at more risk than you think in a high-speed world
A brand new day : valuable brands, fragile brands
Marketing as warfare : the new insurgency
2: Seven steps for managing brand risk and recovery
Galvanize your brand troops
Deploy your brand risk early warning systems
Repel the attacks on your brand
Learn and adapt your brand defenses
Measure and track brand resilience
Generate popular support for your brand resilience campaign
Looking backward, looking forward.
