John Gerzema, co-author of The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It, will discuss how businesses can raise the value of their brands on the December 29 edition of Economic Perspectives on KAZI 88.7 FM.
In the book Gerzma writes, “It’s clear to us that the traditional business models and strategies marketers have used for generations no longer work…Consumer behavior has changed so rapidly and so profoundly it requires an entirely new vision of brand management.”
He says that the one factor that today’s consumers respond to is: “energized differentiation” – a brand’s questing spirit for continuous evolution. According to Gerzema’s theory, a brandy with energy:
- Has velocity and direction
- Constantly reinvents itself
- Engages consumers on its own terms
- Attracts without chasing
- Moves culture as well as categories
John Gerzema
Gerzema is Chief Insights Officer for Young & Rubicam Group, one of the largest marketing and communications companies in the world. Gerzema oversees brand strategy including Young & Rubicam’s planning departments worldwide and its proprietary brand study, Brand Asset Valuator. His client experience includes Coca-Cola, BMW, McDonalds, Citibank, Sony in Japan and China, Nikon and Nikon Digital. Gerzema has written for, or appeared on/in, CNBC/ASIA, Newsweek, The New York Times, The Wall Street Journal, and various industry publications in the United States, Asia, and Latin America.
