Defending Your Brand by Tim Calkins
How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

No critic rating

Waiting for minimum critic reviews

See 1 Critic Review



The EMM Marketing Book of the Year, 2013

Anyone with a successful business can be certain of one thing: competitors are looking for opportunities to attack. As a result, defending a business is a critical task for business leaders. Indeed, a good defense is far more important that a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Defensive strategy is a brutal business; the objective is to drive competitors into the ground and make off with their ideas. It isn't pretty, but a good defense can be very effective. Here, Calkins shows business leaders 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; how to blunt your competitor's efforts - and much more. Every business leader needs to understand how to play defense and this book will teach them how to do it.


About Tim Calkins

See more books from this Author
Tim Calkins is clinical professor of marketing at Northwestern University's Kellogg School of Management. He teaches marketing strategy, biomedical marketing and branding. He is the author of Breakthrough Marketing Plans (Palgrave Macmillan, 2008) and co-editor of Kellogg on Branding (John Wiley & Sons, 2005). Prior to joining the Kellogg faculty, Tim spent 11 years at Kraft Foods leading businesses including A.1. Steak Sauce, Kraft BBQ sauce, Miracle Whip and Taco Bell Home Originals. In addition to teaching at Kellogg, Tim works with major corporations around the world on marketing strategy and branding issues. He is managing director of Class 5 Consulting, a marketing strategy firm. Tim is frequently cited by the media; he has been quoted in publications including BusinessWeek, Newsweek, The Financial Times, The Wall Street Journal and The New York Times. He has appeared on NBC, CBS, ABC, Fox, and CNBC.
Published October 16, 2012 by Palgrave Macmillan. 304 pages
Genres: Business & Economics. Non-fiction

Unrated Critic Reviews for Defending Your Brand

Kirkus Reviews

See more reviews from this publication

He stresses a financial approach, insisting companies first understand their own finances and then figure out how to estimate the financial positions of their competitors.

Aug 06 2012 | Read Full Review of Defending Your Brand: How Sma...

Reader Rating for Defending Your Brand

An aggregated and normalized score based on 19 user ratings from iDreamBooks & iTunes

Rate this book!

Add Review