I can’t believe it’s here. My new book will be on bookshelves and ship from online bookstores like Amazon and Barnes and Noble this Friday, December 16th. Thank you all for the hundreds of congrats notes and words of support.
I know many of you downloaded the sample chapter per my LinkedIn and Facebook author page notice. If you had trouble getting your chapter, it is because you were already in my opt-in list. So I’ve set up a direct download here without any further sign up needed, just click the book below. Sorry for that inconvenience.
Following this note from me is the official news release the McGraw-Hill PR team sent out for the launch. Their efforts along with my marketing team‘s and Staples Copy and Print Centers have already generated some exciting promotion around the book. Big thank you to the team! Here are just some media highlights.
The Small Business Advocate Show
The world’s only weekday radio program dedicated to small business, The Small Business Advocate® Show, on the air since 1997 and the Internet since 1998. The interview with Karen will run Friday at 8:25 ET. To listen go to Small Business Advocate Show. If you miss it, they archive all shows.
The Godfather of sales, Jeffrey Gitomer’s Sales Caffeine and in Salesblog
My good friend Jeffrey will feature my book to his over 400,000 friends and fans on December 20th, I’ll update the links next week.
News Release from McGraw-Hill
It can strike without warning. It can slay your stock and drive away your customers. It’s bad news when your brand undergoes a complete meltdown. The good news is there are proven strategies to get your business back up and running after a cataclysm.
Today’s competitive and transparent environment offers any number of threats from within and without, from customer complaints, negative press, product recalls, natural disasters, to financial failures. A single individual with a strong social media following, or the poor performance of a highly visible employee, can turn the company tide. These events can blindside even the strongest of brands.
Karen Post knows that a loss can be a gain, and she has the turnaround examples to prove it. BRAND TURNAROUND (McGraw-Hill Professional; December, 2011; Hardcover, $28.00) examines the seven principles and strategies that will protect your brand against any corporate storms that may arise without warning – and get you back in the game.
Ford. Barbie. Exxon. Martha Stewart. Tylenol. Eliot Spitzer. BP. JetBlue. Michael Vick. Harley-Davidson. Pee-Wee Herman. Here is a diverse mix of more than 75 brands and celebrities, and Post’s fascinating post-mortems of how their public profiles tanked and how the losses in each case were specific and unique. All the examples Post features in the book were once at the top of their game, fell from grace, and rallied back in the face of loss using a series of Post’s key survival principles.
Researching the keys to brand recovery, Post has put together a strategic game plan that needs to go operational within the first moments of crisis:
- Take Responsibility – Shift the brand tide from crisis to composure. This chapter examples a wide variety of instant handicaps and how they should be handled immediately.
- Never Give Up. After suffering losses, here are profiles of companies and brands that bounced back stronger – and why.
- Lead Strong – The special qualities of the people behind the turnarounds, responsible for making key decisions in the turnaround process.
- Stay Relevant – How to indentify, prioritize, and craft a strategic communications and relationship-building program.
- Keep Improving – In addition to returning to that original state of glory, brands must also show that they are committed to doing even better than before.
- Build Equity – In the face of scandal, successful brands create bonds with an increasingly cynical consumer market that will stick by them through good times and bad.
- Own Your Distinction – Call it your unique attribute, your “Brain Tattoo.” What’s your compelling differentiator? What are the unique qualities of your brand that will fuel your comeback?
Writes Post, “If and when your brand gets hit by outside forces and uncontrollable situations, or if the bad or weak in you and/or your brand explodes, remember, there is life after a disaster and brand meltdown. Take a deep breath and apply the seven game-changing strategies.” BRAND TURNAROUND offers the keys to rallying in the face of disaster.
PRAISE FOR BRAND TURNAROUND:
“Karen Post is more than merely a game changer, she creates the rules for winning every time with a 1.000 batting average, no mean feat. Brand Turnaround will completely reverse your field and create the home team advantage every time.”
—Alan Weiss, Ph.D., author of Million Dollar Consulting and The Consulting Bible
“I hate to tell you—it can happen for any company: a brand disaster. Karen Post explores what a brand catastrophe means and, most important, how to survive when it strikes. Brand Turnaround is a great life jacket for every company preparing for the unavoidable disaster before it strikes.”
—Martin Lindstrom, bestselling author of Brandwashed
“Karen Post provides great lessons, not only for entrepreneurs, but for all of us as we build our own personal brands. Brand Turnaround is a must-read for all ‘students’ of entrepreneurship.”
—Rebecca J. White, Ph.D., James Walter Distinguished Chair of Entrepreneurship; professor and director, University of Tampa Entrepreneurship Center
“What separates GREAT brands from the sea of others is that they embrace failure and learn from their mistakes. Brand Turnaround embraces this philosophy and offers insightful, practical, and relevant advice on how to leverage the lessons of failure and turn them into moments of learning and ultimate competitive advantage.”
—Julie Cottineau, VP, Brand, Virgin USA, and founder, Brandtwist.com
“An amazing book, chock full of quickly read, easily understood, and immediately actionable ideas to turn around brands.”
—James Belasco, Ph.D., author, professor, and entrepreneur