Defending an insurance company's brand reputation in this social media era requires more than just routine public relations and mass media advertising. It takes a proactive counterinsurgency strategy.
That's the main lesson insurers can draw from a new book, "Brand Resilience: Managing Risk and Recovery In A High-Speed World," by a colleague of mine, Jonathan R. Copulsky, chair of Deloitte Consulting's Marketing Council. Copulsky quotes liberally throughout his book from the "Counterinsurgency Field Manual," a game plan devised by the U.S. Army and Marine Corps that's generally credited with turning the tide in the latest Iraq War.
In his book, Copulsky notes that while the manual—available free online—is "written expressly for a military reader…its guidance has striking parallels with what is appropriate for brand stewards, given the new marketing realities."
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