Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business, Hardcover Book, By: John Foley

Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e. g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues. ) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the "Balanced Brand System", which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. "Balanced Brand" identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.