Eventually, every organization faces a serious branding disaster. Think of United Airlines, Wells Fargo, Uber, and other companies whose tribulations made front page news. Poor business decisions, corrupt cultures, or just plain bad luck can lead to major PR meltdowns, sending once-loyal consumers fleeing in droves. But there’s a right way to handle controversy and come out stronger on the other side.Using recent high-profile brand implosions as prime examples, Deb Gabor demonstrates how top companies that break their promises inevitably suffer, and she explores the routes the more agile ones have taken to full recovery after letting their customers down. One of the world’s premier branding experts, Gabor provides invaluable insights that will help your own enterprise build positive brand equity, good will, and the “irrational loyalty” that will support your brand long-term through the best and worst of times.This is your essential guide to building Irrational Loyalty. "There are very few people in the world who understand branding better than Deb. Her insights will make you rethink what successful branding is really about." --Andy Buyting, founder & CEO, Carle Publishing "Deb is a branding ninja who knows the art of building customer loyalty in an age of increasing disloyalty. Every company that cares about having an emotional connection with their customers needs to understand what Deb has spent years learning about irrational loyalty." --Melissa Biggs Bradley, founder & CEO, Indagare "Deb has turned her passion for building better brands into an extremely successful business, but has also taken the rare step of sharing her 'secret sauce' with any and all who want to learn. You will come out of any time spent working with or listening to Deb smarter, no matter how much experience you already have under your belt!" --Lindsay Lyons, VP corporate marketing, Epicor "Branding is an elusive art. Something that either gets tossed into the logo, fonts, and colors conversation or gets written off as new age woo-woo feel-goodery with little practical business value. Deb is among the only thought leaders I've come across who sees branding from all sides and is able to synthesize practical and simple steps while delving into the deepest complexities of the customer experience. Deb is the real deal, and her big beautiful brain is one of the reasons I'm irrationally loyal to her." --Jeff Gibbard, chief brand officer, From The Future "If you want to grow your brand's relationship with consumers and make it last, read this book. Deb delivers on how to build a rock solid positioning strategy and gives advice on how to never screw it up...I wish I had a relationship counselor who was as good as Deb is as a brand counselor." --Katie Hildebrand, executive director, The Erwin Center for Brand Communications, Clemson University "One brand that has my irrational loyalty is the brand Deb Gabor. Deb's got killer instincts and plenty of knowledge about what really matters when it comes to building an enduring brand. I can always count on her to make a brand better--so I keep her on speed dial, and you should too." --Kelly Davis-Felner, North America Marketing, Bazaarvoice "We live in a time where sensationalized stories designed to get more clicks and views have become the norm. A time where a business is considered guilty until proven innocent. A time where even the most vigilant businesses can overnight be cast as the 'villain' in the eyes of their customers. In this fragile time, we can all benefit from the experience and expertise of Deb Gabor, a seasoned warrior at the forefront of ensuring brands are not only protected, but can seize the opportunity to turn bad press to good." --Bradley Callow, founder, Rich Legacy Deb Gabor is the founder of Sol Marketing, a consultancy that has led successful strategy engagements since 2003 for global brands like Dell, Microsoft, and NBCUniversal, and for numerous digital brands, including Allrecipes, Cheezburger, HomeAway, and many more. A leading expert on brand disasters, she is the author of Branding Is Sex: Get Your Customers Laid and Sell the Hell out of Anything, and she has been featured in USA Today and other major publications. A displaced Midwesterner, Deb currently lives in Austin, Texas, but travels frequently to help her clients build bulletproof brands.