The Brand Bubble

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How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-trueformulas to create sales and market share behind brands arebecoming irrelevant and losing traction with consumers. In thisbook, Gerzema and LeBar offer credible evidence--drawn from adetailed analysis of a decade's worth of brand and financial datausing Y&R's Brand Asset Valuator (BAV), the largest database ofbrands in the world--that business is riding on yet another bubblethat is ready to burst--a brand bubble. While most managers stillsee metrics like trust and awareness as the backbone of how brandsare built, Gerzema asserts they're dead wrong--these metrics do notadd to increased asset value. In fact, by following them, theyactually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals howtoday's successful brands--and tomorrow's--have an insatiableappetite for creativity and change. These brands offer consumers apalpable sense of movement and direction thanks to a powerful"energized differentiation." Gerzema reveals how brands withenergized differentiation achieve better financial performance thantraditional brands have. Plus, Gerzema helps readers developenergized differentiation in their own brands, creatingconsumer-centric and sustainable organizations.

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John Gerzema

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Business & Management Strategic Management Strategisches Management Unternehmensstrategie Wirtschaft u. Management

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Selected One of the Best Marketing Books of 2009 by Strategy +Business Voted to the BusinessWeek bestseller list, December2008! Voted Best Business Book of 2008,Advertising/Marketing --800-CEO-READ Voted #6 Book You Should Have Read in2008 --AdAge "If consumer and investor perceptions of brand value have indeedbeen diverging, a huge reassessment of the value of brand-owningcompanies may still lie ahead"--Financial Times,October 23, 2008 "A wake-up call for marketers that think more branding per sewill save them."--Harvard Business Review, November2008 These authors both hold senior positions at Young & Rubicam(Y&R), part of the largest ad agency holding company in theworld, WPP Group. Their book sounds an alarm based on a gap invalue between how consumers and investors perceive brands. Theauthors have a proprietary research tool that they use to measurevalue, and they've found that investors reward companies withgreater brand awareness, even if consumers don't see much utility.The book presents recommendations on how to close the gap betweenconsumer and company perceptions. Many other books present theoriesabout branding. Al and Laura Ries's The 22 Immutable Laws ofBranding offers a hands-on approach to branding, focusing on whatworks and not necessarily why, while Janelle Barlow and PaulStewart's Branded Customer Service attacks the problem of brandingfrom the view of the customer experience. David A. Aaker and ErichJoachimsthaler's Brand Leadership's more quantitative approach andacademic perspective can be compared most closely to this new book.The Brand Bubble is appropriate for a business school or corporatelibrary and will be useful to marketers as well as investors. --Stephen E. Turner, Turner Devaughn Network, Abington, PA(Library Journal, September 15, 2008) "The authors have access to one of the richest longitudinalmarketing databases in the world...If consumer and investorperceptions of brand value have indeed been diverging, a hugereassessment of the value of brand-owning companies may still beahead."--Alan Mitchell, Financial Times (October 23,2008) "Through extensive consumer research and analysis, the authorspropose a startling fact: that despite rising valuations, consumersare falling out of love with many of the brands they buy. Use thisbook to learn how to safeguard one of your most cherished assets,your brand."--Ram Charan, co-author of The GameChanger, Execution, and Confronting Reality "Essential reading for all concerned with the future of theirbrand." (LRP, April 2009)
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