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Hardcover
Publisher: Jossey-Bass
ISBN13: 9780470183878
Condition: NEW
Notes: Brand New from Publisher. No Remainder Mark.
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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.
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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| Sometimes Less is More - |
| Customer Rating: 2 out of 5 |
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The authors lay out credible evidence that businesses think brands are worth more than the consumers who buy them. At the same time, the financial markets keep raising brand valuations. The result - a brand bubble that represents $4 trillion in S&P market capitalization alone. According to the authors, the average brand value component of market capitalization is 71% using Young and Rubicon's 'BrandAsset Valuator' that was developed with $113 million to track 40,000 brands in 44 nations.
Explanations for the decline in consumer valuations of brands: 1)Glut of products - 58,375 new products introduced in 2006, over 2X that of just 2002. The average American sees 60% more ad messages/day than when President Clinton took office. Not surprisingly, over 81% of consumers could not name one of the top 50 products launched that year. 2)The glut invariable leads to commoditization of brands. 3)Consumers are more price sensitive - not surprising given the flattening of real incomes and large job losses. 4)Better products - even the lowest-priced goods exceed the average acceptable quality levels for most people. Stated alternatively, regardless of what you buy, you'll be happy with your purchase. 5)Trust in institutions and corporations has declined - this includes advertising as well.
The authors should have quit at this point. The remainder of "The Brand Bubble" is vague, and seems like a long commercial for Y&R services. Reality, however, is that a growing worldwide surplus of goods and declining economic strength for U.S. consumers doesn't leave much future for brand value. This trend is reflected in growing Wal-Mart and declining mall, high-end store sales. Period, end of book.
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| The Brand Bubble does exist, and eventually it will do what bubbles do best... pop! |
| Customer Rating: 4 out of 5 |
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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, acknowledge, and to overcome it. Very clearly laid out with highlights and plenty of graphic support through diagrams and illustrations, this book is hugely informative and intriguing.
We're living in a world of rapid and unavoidable growth in technology. Massive amounts of information with faster and easier accessibility have lead to a new kind of marketing. Consumers now research products on their own, buy what they want in the method that they want, and then communicate about their experiences across various platforms to millions of other consumers. Consumers themselves have become marketers. Right along side a brand's investors, they have become reporters and critics holding the power to decide whether a brand lives or dies.
What's the most important lesson? Marketers need to work with consumers instead of at consumers. Energized differentiation, Relevance, Esteem, and Knowledge all play important roles in developing and maintaining Brand Strength (as a leader, and value over time) as well as Brand Stature (current value).
Very clearly laid out with highlights and plenty of graphic support through diagrams and illustrations, this book is hugely informative and intriguing.
Review by Kendal Brown, Graphic Designer at Stinson Brand Innovation
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| A punch in the stomach for any marketer |
| Customer Rating: 5 out of 5 |
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So many companies invest money in brand related activities to build irresistable brands but actually only few of them succeed in that. What do we really need to keep in mind to not fall into the "brand bubble"? Probably the best book about branding I have ever read! Completely up to date with current market situation. Strongly suggested to all the marketers that don't think that marketing is all about creating t-shirt and catalogues!!!".
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| Agree with Viriya |
| Customer Rating: 3 out of 5 |
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I was pretty disappointed by this book. After all the hype, who would have thought that there was a review bubble! So, the first chapter or so is pretty decent. The case for a 'brand bubble' is presented effectively. After that, the book seemed to lose traction. The authors gave interesting examples, but the principles behind these examples seemed ambiguous as best. Most of the text consisted of platitudes and fluff. Also, it read like an extended advertisement for Young & Rubicam. Finally, the whole idea of 'energy' was unconvincing. If you're interested in brand management, you might want to check this book out of your local library. Otherwise, I'd skip it.
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| Energize your brand - Increase your valuation! |
| Customer Rating: 4 out of 5 |
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Energy drives brands and successful brands drive valuation. This is what John Gerzema and Ed Lebar demonstrate in `The Brand Bubble". This book is a great addition to a subject that has been written about a lot. As the chief marketing officer of FICO, the company that enabled equal-opportunity lending through analytics, I particularly welcome the quantitative approach that they use to make their point, as well as, their thorough analysis of how the forces of social media affect brands. This is a great read for executive teams in search of a brand boost!
Laurent Pacalin
Chief Marketing Officer at FICO
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