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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.

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