by John Gerzema
First published 2008
Corporate marketing departments across America face a crisis they don't yet recognize. Traditional brand metrics like consumer awareness and trust no longer drive financial returns. Gerzema and LeBar have discovered this through analyzing ten years of brand performance data from Y&R's Brand Asset Valuator, the world's most comprehensive brand database. Their research reveals that companies are riding a brand bubble ready to collapse. Managers who rely on outdated formulas actually accelerate their brands' decline. The authors present a five stage model showing how successful brands maintain an appetite for creativity and constant evolution. These winning brands create "energized differentiation" that gives consumers a sense of forward momentum. Companies with energized differentiation outperform traditional brands financially. Gerzema provides practical methods for developing this differentiation, helping readers build consumer focused organizations that can sustain competitive advantage in changing markets.
Genres: social-science, business, non-fiction
Vibes: analytical, informative, thought-provoking
Tropes: academic, research
Period: 21st-century
272 pages · Kindle Edition · Jossey-Bass