Brand Bubble by John Gerzema
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Brand Bubble
By John Gerzema

The Brand Bubble

The Looming Crisis in Brand Value and How to Avoid it

By (author) See other recent books by John Gerzema See other recent books by Edward Lebar
Foreword by Peter Stringham See other recent books by Peter Stringham
Format: Hardback

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Brand Bubble by John Gerzema

Book Description

How to use brands to gain and sustain competitive advantage 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.

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Book Details

ISBN: 9780470183878
ISBN-10: 047018387X
Format: Hardback
(234mm x 159mm x 23mm)
Pages: 272
Imprint: Jossey Bass Wiley
Publisher: John Wiley and Sons Ltd
Publish Date: 24-Oct-2008
Country of Publication: United Kingdom

Other Editions...


Books By Author John Gerzema

Athena Doctrine by John Gerzema Athena Doctrine, Hardback (May 2013)

New York Times Bestseller How feminine values can solve our toughest problems and build a more prosperous future Among 64,000 people surveyed in thirteen nations, two thirds feel the world would be a better place if men thought more like women.

Spend Shift by John Gerzema Spend Shift, Hardback (October 2010)

Gold Medal Winner, General Business, 2012 Axiom Business Book Awards Understanding the post-crisis consumer In Spend Shift, John Gerzema, world-renowned expert on consumer values, and Pulitzer prizewinning author Michael D'Antonio document the rise of a vibrant, values-driven post-recession economy.

» View all books by John Gerzema

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Author Biography - John Gerzema

John Gerzema is Chief Insights Officer for Young & Rubicam Group. One of the earliest founders of account planning in American advertising agencies, John has designed brand strategies for clients for almost twenty-fi ve years, guiding campaigns to international strategic and creative recognition that resulted in The One Show Best of Show award, numerous EFFIE's and several gold lions from The Cannes Advertising Festival. Prior to joining Y & R, Gerzema oversaw the international network for Fallon, and founded offices in Tokyo, Singapore, Hong Kong, and Sao Paulo. He holds a master's degree in integrated marketing from the Medill School of Journalism at Northwestern University and a B.S. in marketing from The Ohio State University. Ed Lebar is CEO of BrandAsset Consulting Group. Ed manages BrandAsset Consulting around the world. He has helped grow BrandAsset Valuator into the largest brand model and database in the world, which now includes input from over 500,000 customers on 38,000 brands across 48 countries through 250 studies. Before his career in marketing and advertising, Lebar was a professor of economics at CCNY and Finch College. He holds advanced degrees in economics from NYU and the University of Denver, and a B.A. from Syracuse University.

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