The Brand Bubble
IN THIS SUMMARY
More than products or human capital, supply chains or customer service, a strong brand is the single most valuable asset a company can own. But upon close examination, many of the world’s biggest brands are squandering their most important investments, losing control of their brand images. Traditional business models and strategies that marketers have employed for generations simply no longer work in today’s high-tech, socially-networked, consumer-as-creator world. Metrics like trust and awareness (the backbone of traditional brand building) no longer apply. In their book The Brand Bubble, John Gerzema and Ed Lebar examine those brands that defy the odds with wild success, and prescribe a solution for the thousands of others that are declining and stagnating.