Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It — Business Books in Bulk - 800-CEO-READ

Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It

    By John Gerzema, Ed Lebar
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.


NEWS: Winter 2010: International Best Sellers

Posted March 3, 2010, 6:57 PM with category of General Business
The time has come to talk of many things. . . Read more

NEWS: strategy + business Best Books of 2009

Posted November 25, 2009, 4:52 PM with category of General Business
The strategy + business annual books list is always one of the finest and most anticipated of the year. They get really smart and talented people who know how to pick 'em, and have them write (always highly intelligent and insightful) essays on their category—and, of course, the books in it. I've listed the picks below, but it really is worth heading over to strategy + business for the essays. Read more

NEWS: The Brand Bubble in strategy + business

Posted June 24, 2009, 5:10 PM with category of General Business
We were big fans of last year's The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It, by John Gerzema and Ed Lebar—so much so that it took home the 800-CEO-READ Business Book Award in the Advertising & Marketing category. We also published a manifesto from Mr. Gerzema over at ChangeThis about How Business Speculation in the Consumer Marketplace Threatens Our Economy. Read more

NEWS: International Best Selling Books for May!

Posted June 4, 2009, 7:58 PM with category of General Business
Want to keep up with what's going on in other countries?   They do too! Read more

NEWS: February's International Best Sellers

Posted March 5, 2009, 4:04 PM with category of General Business
In our effort to keep everyone all over the world a mouse click away from each other. . . Read more


  Choose a format
  •   For use in United States   United-states-16

Price: $18.99/ea

App required iOS or Google Play
ISBN 9780470449394
Language English
Publish Date 11/02/2008
Publisher Jossey-Bass