Soundview Executive Book Summaries


Taking Brands Seriously
December 5, 2008, 4:37 PM
Filed under: Marketing | Tags: ,

Authors John Gerzema and Ed Lebar, both of Young & Rubicam Group, are very serious about brands. For our December package, we summarized their latest collaboration, The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It.

 

According to the authors, the dot com bubble and housing bubble weren’t the only two to worry about; from the book:

 

“There’s another bubble hiding in our economy. It represents more than $4 trillion in S&P capitalization. … But unlike other bubbles, the assets at risk cannot be traded away of hedged against uncertainty. Rather, they are the fundamental drivers of competitive advantage for most organizations: their brands.”

 

Gerzema and Lebar provide readers with their five-stage model that companies can apply to their brands to achieve sustainable and profitable performance. They also take a look at the five paraelle behaviors of consumers and investors, and explain why brands “must be verbs.”

 

Voted as No. 3 Business Book of 2008 by Amazon.com, as well as hailed as a book “worth reading” by Financial Times, The Brand Bubble is an important book for an execs to read, especially those who want to make the solid effort to embrace myriad marketing channels and make their brands desirable to consumers. 

 

For more information, check out the book’s Web site, which has a blog, a “Brand Asset Valuator,” and book excerpts.

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