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Brand Vandals: Reputation Wreckers and How to Build Better Defences
 
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Brand Vandals: Reputation Wreckers and How to Build Better Defences [Kindle Edition]

Steve Earl , Stephen Waddington
4.5 out of 5 stars  See all reviews (10 customer reviews)

Print List Price: £12.99
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Review

Books about marketing and public relations tend to fall into two camps: those that are navel- gazing and worthy, and those written from the front line that offer pragmatic upbeat advice. #BrandVandals definitely falls into the latter camp. If you have any interest whatsoever in brand reputation, and the vandals who threaten it, beg, borrow or steal this book. It should be your public relations bible.-- Francis Ingham Director General, PRCA and Executive Director, ICCO

With their follow up to Brand Anarchy, Stephen Waddington and Steve Earl once again provide sound advice in #BrandVandals about what can happen to your brand, due to social media and exactly what to do. This sort of advice would normally cost thousands, and they have also included multiple real-world examples of #BrandVandals at work. If you work in marketing, public relations or as an executive, this book is required reading.--Andrew Grill Partner, IBM Interactive at IBM, and leading social business blogger

An uncontrolled Internet firestorm can destroy a brand s reputation in days. This book will give communications teams a fascinating insight in how online attacks, warranted or unfounded, can best be managed. --Jonathan Prynn, The Evening Standard



There was a time, relatively recently, when marketers assumed that the brand was defined by all the things they said about their company, its products and services. Today, the brand is defined by all the things other people say, in conversations online and off. #BrandVandals seeks to demystify this intimidating new environment and to examine the opportunities for brands that are prepared to embrace transparency, authenticity and genuine dialogue with their consumers. -- Paul Holmes Editor, The Holmes Report

--Various

An insightful overview of the modern comms landscape…(Brand Vandals) gives readers the ammunition they need to plead the case for social media investment, setting out top-level principles behind not just engagement but online measurement and planning. A key element that distinguishes Brand Vandals is the focus it places in internal comms. The book recognises that the most dangerous 'vandal' could come from within an organisation and sets out broad steps on how to engage colleagues to become a brand asset…this engaging read teaches us that for major brands, it is not a case of whether the storm hits, but when. --PRWeek

With their follow up to Brand Anarchy, Stephen Waddington and Steve Earl once again provide sound advice in Brand Vandals about what can happen to your brand, due to social media and exactly what do to. This sort of advice would normally cost thousands, and they have also included multiple real-world examples of brand vandals at work. If you work in marketing, public relations or as an executive, this book is required reading. --Andrew Grill, London Calling

Product Description

Thanks to the rise of social media, what audiences think and say about organisations has never been more critical. Steve Earl and Stephen Waddington’s Brand Anarchy examined the impact of media change and the new reputation landscape brought about by disaffected shareholders, customers and staff voicing their opinions to a global Internet audience.

The authors continue the story here with the brand vandals going one step further; mobilising themselves, and the Internet, to wage war on organisations and willfully cause lasting reputational damage.
For the organization, engagement isn’t an option – it’s a necessity. Brand vandals are forcing a level of dialogue that organisations, public and private, have never had to contemplate before.
Smart organisations are helping to define the future of modern brand communication by retooling their public relations and communications teams to truly get to grips with the challenge of engaging audiences in a 24/7 conversation that not only answers criticism, but positively rebuilds corporate reputation.
Is your organisation ready for the brand vandals?

About the Author

Steve Earl (@mynameisearl) is Managing Director, Europe at Zeno Group. Stephen Waddington (@wadds) is European Digital and Social Media Director for Ketchum.
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