Between cases of study, theoretical panorama and practical reflections, this book gives brand leaders the means to defend their brand in a changing environment, where new technologies and manipulation techniques have rendered old defense schemes obsolete. Rather than suggesting a reflection from the point of view of the crisis, the authors deal with the question under another, broader theme: conflict.

Philippe Sachetti is the founder, consultant and manager of the branding company pH6. He specializes in building strong brands and effective marketing.

Thibaud Zuppinger is a strategic planner at pH6. His areas of interest are philosophy and ethics.