The brand bubble : the looming crisis in brand value and how to avoid it /
John Gerzema, Ed Lebar ; foreword by Peter Stringham.
- 1st ed.
- San Francisco, Calif. : Jossey-Bass, c2008.
- x, 252 p. : ill. ; 24 cm.
Includes bibliographical references (p. 235-239) and index.
Tulipmania and inflated brands -- Can you say "irresistible"? -- Wall Street, meet Main Street -- The postmodern craving for creativity -- Welcome to ConsumerLand -- Stage one - Exploration: performing an energy audit. Case study: LEGO-play well -- Stage two - Distillation: identifying the energy core. Case study: Virgin Atlantic-brilliant basics, magic touches -- Stage three - Ignition: creating an energized value chain. Case study: Xerox-the energy inside -- Stage four - Fusion: becoming an energy-driven enterprise. Case study: Mumbai Tiffin Box Suppliers-human energy -- 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?
Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have 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. --from publisher description
9780470183878 (cloth) 047018387X (cloth)
2008027384
GBA893504 bnb
014679987 Uk
Brand name products--Valuation. Branding (Marketing) Brand name products--Case studies.