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 evidencedrawn 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 worldthat business is riding on yet another bubble that is ready to bursta 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 wrongthese 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 brandsand tomorrow'shave 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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About the Author
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 Sâo 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.
Table of Contents
Foreword By Peter Stringham, CEO, Young & Rubicam Group.
PART ONE: INTRODUCTION.
1 Tulipmania and Infl ated Brands.
2 Can You Say “Irresistible”?
3 Wall Street, Meet Main Street.
4 The Postmodern Craving for Creativity.
5 Welcome to ConsumerLand.
PART TWO: APPLICATION.
6 Stage One—Exploration: Performing an Energy Audit.
Case study: LEGO—Play Well.
7 Stage Two—Distillation: Identifying the Energy Core.
Case study: Virgin Atlantic—Brilliant Basics, Magic Touches.
8 Stage Three—Ignition: Creating an Energized Value Chain.
Case study: Xerox—The Energy Inside.
9 Stage Four—Fusion: Becoming an Energy-Driven Enterprise.
Case study: Mumbai Tiffi n Box Suppliers—Human Energy.
10 Stage Five—Renewal: Active Listening and Constant Refreshing of Brand Meaning.
Case study: UNIQLO—Seeing Farther.
Epilogue: A Brand May Be Famous, But Is It Creating Return for Shareholders?