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How to use brands to gain and sustain competitive advantage
Read a Q&A with author John Gerzema [PDF].
Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands.
Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.
These authors both hold senior positions at Young & Rubicam (Y&R), part of the largest ad agency holding company in the world, WPP Group. Their book sounds an alarm based on a gap in value between how consumers and investors perceive brands. The authors have a proprietary research tool that they use to measure value, and they've found that investors reward companies with greater brand awareness, even if consumers don't see much utility. The book presents recommendations on how to close the gap between consumer and company perceptions. Many other books present theories about branding. Al and Laura Ries's The 22 Immutable Laws of Branding offers a hands-on approach to branding, focusing on what works and not necessarily why, while Janelle Barlow and Paul Stewart's Branded Customer Service attacks the problem of branding from the view of the customer experience. David A. Aaker and Erich Joachimsthaler's Brand Leadership's more quantitative approach and academic perspective can be compared most closely to this new book. The Brand Bubble is appropriate for a business school or corporate library and will be useful to marketers as well as investors.—Stephen E. Turner, Turner Devaughn Network, Abington, PA
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
My daughter requested this book on her gift list and was really pleased to get it.Published 4 months ago by Diana Kern Mccollom
Through extensive research and analysis (over 20 years worth) the authors not only prove the existence of the Brand Bubble but, further illustrate the importance to recognize,... Read morePublished on September 18, 2009 by Mark Stinson
So many companies invest money in brand related activities to build irresistable brands but actually only few of them succeed in that. Read morePublished on August 6, 2009 by Francesco Arlotti
Gerzema and Lebar did an outstanding job in explaining what the brand bubble is, what caused it, and how to avoid it. The Brand Bubble was very well written and easy to read. Read morePublished on April 27, 2009 by R. Gaul
John Gerzema and Ed Lebar have written an exceptionally clear, pertinent book about the declining value of brands and why the world's largest brand names are in flux. Read morePublished on January 27, 2009 by Rolf Dobelli
Think what you could have done, or the losses you could have avoided, if you had predicted the collapse of the 2008 real estate bubble. Read morePublished on January 21, 2009 by Rebecca Clement
This a breakthrough book. We now have a way to measure the most valuable attribute of a brand--its cultural velocity. Read morePublished on January 1, 2009 by Eileen