Selected One of the Best Marketing Books of 2009 by Strategy + Business
Voted to the BusinessWeek bestseller list, December 2008!
Voted Best Business Book of 2008, Advertising/Marketing —800-CEO-READ
Voted #6 Book You Should Have Read in 2008 —AdAge
"If consumer and investor perceptions of brand value have indeed been diverging, a huge reassessment of the value of brand-owning companies may still lie ahead"—Financial Times, October 23, 2008
"A wake-up call for marketers that think more branding per se will save them."—Harvard Business Review, November 2008
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 (Library Journal, September 15, 2008)
"The authors have access to one of the richest longitudinal marketing databases in the world...If consumer and investor perceptions of brand value have indeed been diverging, a huge reassessment of the value of brand-owning companies may still be ahead."—Alan Mitchell, Financial Times (October 23, 2008)
"Through extensive consumer research and analysis, the authors propose a startling fact: that despite rising valuations, consumers are falling out of love with many of the brands they buy. Use this book to learn how to safeguard one of your most cherished assets, your brand."—Ram Charan, co-author of The Game Changer, Execution, and Confronting Reality
"Essential reading for all concerned with the future of their brand." (LRP, April 2009)
