April 16, 2013
By Kartik Varma You are the guardian of your company's decades-old brand. You invest in a marketing plan that promises brand exposure and image development, but the results don't materialize, because your partners misbehave or your vendors execute poorly. You go into damage control mode, demand your money back or trigger some performance guarantees. Senior management will want to know why you compromised the brand, so you'd best make sure there was some risk protection in place.

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