The brand bubble : the looming crisis in brand value and how to avoid it /

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 brand...

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Bibliographic Details

Main Author:	Gerzema, John, 1961-
Other Authors:	Lebar, Ed, 1943-
Format:	Book
Language:	English
Published:	San Francisco, Calif. : Jossey-Bass, [2008], ©2008.
Edition:	First edition.
Subjects:	Brand name products > Valuation. Branding (Marketing) Brand name products > Case studies. Brand name products. Case studies.
Summary:	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.