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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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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.
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The "aha" moment
»
This a breakthrough book. We now have a way to measure the most valuable attribute of a brand--its cultural velocity. In a period of extreme brand confusion, The Brand Bubble delivers the "aha" moment we've been waiting for. Thank you, John and Ed.
Rating: 
(5
out of 5) @ 2009-01-01
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Overwhelmed
»
as the co author of this book, I am overwhelmed by the positive reception this book has received from your customer
thank you all
the best Ed Lebar
Rating:
(5
out of 5) @ 2008-12-16
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«
Why Tulips Become Kryptonite
»
If you are involved in any facet of communications planning or brand management, Brand Bubble is a much needed and long overdue Tazer to the sternum. Breaking rank with countless other titles on the subject that are painfully long on diagnosis and woefully short on prescription, Gerzema and Lebar make a meticulous, data-driven case that the conventional pillars and metrics of brand health no longer suffice in a world where markets and product pecking orders are reshaped in the blink of an eye.
Beyond the obvious appeal to industry practitioners, Brand Bubble also offers the casual reader a fast-paced, fascinating look inside the brand-building machinery that historically has left them overwhelmed by the escalation in new product introductions and increasingly immune to long-term brand relationships.
An essential read. Very highly recommended.
Rating:
(5
out of 5) @ 2008-12-08
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A great signpost in a new landscape
»
If you manage a brand in any way, do not ignore this book. It's a clear and compelling argument for an overhaul of the way brands are viewed and handled. The Brand Bubble is a warning voice to the status quo and those unwilling to let go of it.
Rating:
(5
out of 5) @ 2008-11-24
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«
A treat to read for anyone dealing with brands as company assets.
»
Part 1: Next to introducing their research on a divergence between market capitalization represented in brands against consumer brand perception ("The Brand Bubble") the authors provide a thorough analysis of the actual changes in the relation between brand owner and consumer driven by technological and sociological developments. Part 2: Application of the findings in part 1. Case studies and recommendations for responding with appropriate brand management measures.
Rating:
(5
out of 5) @ 2008-11-08
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