Download The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It AudioBook Free
How to utilize brands to gain and support competitive advantages Companies today face a issue in marketing. The tried-and-true formulas to produce sales and market talk about behind brands are becoming irrelevant and getting rid of traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of your decade's worthy of of brand and financial data using Y&R's Brand Advantage Valuator (BAV), the major data source of brands in the world--that business is operating on yet another bubble that is preparing to burst--a brand bubble. Some managers still see metrics like trust and recognition as the backbone of how brands are designed, Gerzema asserts they're dead wrong--these metrics do not increase increased asset value. Actually, by following them, they actually hasten the declining value of these brands. Using a five-stage model, The Brand Bubble uncovers how today's successful brands--and tomorrow's--have an insatiable desire for foods for imagination and change. These brands offer consumers a palpable sense of activity and direction because of a powerful "energized differentiation." Gerzema uncovers 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 lasting organizations.
