The Brand Bubble September 11, 2008 The Looming Crisis in Brand Value and How to Avoid It (Jossey-Bass, $27.95)
How does a company win back its customers? The same way a disillusioned lover wins back his muse. But there's no tricky love spell needed here. John Gerzema and Ed Lebar spill their secret on how to reengage consumers during what they perceive as the largest threat since the sub prime mortgage crisis—brand bubbles. Their book, The Brand Bubble, examines what it takes to burst through the traditional mold of branding and sets the stage for the evolution of new branding strategies.
They don't mean to pop your bubble, but reality's got to hit sometime. And that reality is that customer loyalty is lower than ever—according to Gerzema and Lebar, brand trust is down by 50%. With brands losing their hold on consumers, how can they once again enamor their customers? The Gerzema and Lebar solution: "energized differentiation," in other words, recreating the consumer's perception of the brand's direction and dynamic and achieve distinction.
With case studies and testimonies from companies such as Xerox, Lego and Virgin the authors mark the trail for companies to reinvent themselves. The authors provide readers path-marker techniques—such as reinvention, energy, conviction, authenticity and fueling change—which demonstrates how companies can generate a powerful form of differentiation to drive consumer incentive and maximize brand performance.
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