A brand, whether personal or corporate, is only as good as the reputation behind it. We've all seen the headlines: United breaks guitars. Netflix's price increase. Sony's PlayStation hacking scandal. A Congressman's unsolicited, salacious Tweets. Each of these brands suffered major damage in a very short time due to the amazing power of digital channels and social networks.

And yet while we all know about the immediacy with which the online world can damage a brand and reputation, we don't recognize the power of using these same digital platforms to build and protect our brands before, during and after such inevitable events.

The Indestructible Brand, based on actual client experiences, makes the case that a well-built brand is the key to withstanding any reputational damage that may come its way. This book shows how to harness search, social media and mobile-web digital experiences to construct and maintain a corporate or personal brand that not only weathers any challenge, but actively engages audiences and customers with content you want them to see, wherever they may roam online.

The book distills the challenges faced by brands in a world that is increasingly being defined by Google, Apple, and Facebook; identifies the three major areas in which brands need to work to "bulletproof" themselves (search, social media, and mobile-Web digital experiences); and provides practical takeaways in each area based on real-world results that the reader can use with their own personal or corporate brands.

There is no magic elixir to be found. No silver bullet. No shortcuts. No one-time fix that will forever protect your brand and reputation online. The Indestructible Brand provides the reader with practical lessons in how to continuously strengthen an online brand and reputation, and provides examples of people and companies who have been successful, or stumbled, in their efforts. Brand strengthening through search, social media and mobile-web technology, the authors argue, will shift an entire organization's perspective on digital media.