“the brands consumers swoon over, tell their friends about, and buy time and time again. These are the brands that drive a company’s stock price beyond the estimates of financial experts. These are the brands that create surprise earnings quarter after quarter.”

“brand equity is simply a reflection of past accomplishments”

“Many iconic brands originated with a values-driven purpose.”

Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they’re dead wrong…they actually hasten the declining value of their brands. 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

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