Overview

Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

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9780230340343

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Reviews

It's a brutally competitive world out there. Tim Calkins outlines the weapons and strategies available to defend against the big guys, while exploring how and when to defend against a guerilla insurgency. Wear a flak jacket. --Andy England, Executive Vice President Miller Coors, Chief Marketing Officer <br>'A well thought-out and articulated defense plan is not reactive, but rather a proactive strategy to protecting your business. Tim's principles and practices are for those exceptional managers who have both the courage and discipline to deliver against the non-negotiable of defending their brand . . . no matter what.' --Richard H. Lenny, Former Chairman & CEO, The Hershey Company <br>'In tough times, the best offense is often a good defense. That's what makes this book so interesting and relevant.' --Dr. John A. Quelch CBE, Distinguished Professor of International Management, Vice President and Dean, CEIBS <br>'Tim Calkins excellent new book is a wake-up call to the fact that most companies are not smart about how to defend their company, brand or product. All your growth planning is worthless if you haven't figured out how to defend your business.' --Philip Kotler, S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management <br>'In this bracing and valuable guide to defensive brand strategy, Calkins makes a compelling argument for why any organization must remain vigilant in the face of competitive market pressures.' --Dipak C. Jain, Dean, INSEAD <br>'Defending Your Brand takes an innovative look at an often neglected aspect of marketing strategies, how to defend a firm's competitive advantage which has come under attack. Calkins' use of many illustrative case studies and his to-the-point writing style makes this book relevant and fun to read for managers.' --Prof. Dr. Holger Ernst, WHU, Otto Beisheim School of Management <br> Defending Your Brand provides powerful insight into successful brands that win des

It's a brutally competitive world out there. Tim Calkins outlines the weapons and strategies available to defend against the big guys, while exploring how and when to defend against a guerilla insurgency. Wear a flak jacket. --Andy England, Executive Vice President Miller Coors, Chief Marketing Officer<br><br><br>'A well thought-out and articulated defense plan is not reactive, but rather a proactive strategy to protecting your business. Tim's principles and practices are for those exceptional managers who have both the courage and discipline to deliver against the non-negotiable of defending their brand . . . no matter what.' --Richard H. Lenny, Former Chairman & CEO, The Hershey Company<br><br><br>'In tough times, the best offense is often a good defense. That's what makes this book so interesting and relevant.' --Dr. John A. Quelch CBE, Distinguished Professor of International Management, Vice President and Dean, CEIBS<br><br><br>'Tim Calkins excellent new book is a wake-up call to the fact that most companies are not smart about how to defend their company, brand or product. All your growth planning is worthless if you haven't figured out how to defend your business.' --Philip Kotler, S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management<br><br><br>'In this bracing and valuable guide to defensive brand strategy, Calkins makes a compelling argument for why any organization must remain vigilant in the face of competitive market pressures.' --Dipak C. Jain, Dean, INSEAD<br>

Author Information

Tim Calkins is clinical professor of marketing at Northwestern University’s Kellogg School of Management and co-academic director of Kellogg’s branding program. He is the managing director of Class5 Consulting, a marketing strategy firm and has been quoted in Businessweek, Newsweek, the Financial Times, The Wall Street Journal and The New York Times. He lives in Evanston, IL.

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