Economic Perspectives with Hopeton Hay on KAZI 88.7 FM in Austin, TX

Posts Tagged ‘John Gerzema’

Shifting Values Impact on Consumer Behavior Focus on 2nd Segment of November 8 Economic perspctives

Posted by Hopeton on November 6, 2010

John Gerzema, co-author of Spend Shift: How the Post-Crisis Values Revolution is Changing the Way We Buy, Sell, and Live will be featured on the second segment of of the November 8 edition of Economic Perspectives.

Gerzema’s book is based in part on findings from Young & Rubicam’s database of consumer attitudes (the world’s largest), which has surveyed 17,000 consumers quarterly for the past seventeen years.  The survey reveals that since 2007—even before the crisis—all data pointed to a revolution in the making. Americans were becoming uneasy with debt and excess spending, distrustful of leaders and skeptical of materialist values.

These new “Spend Shifters”—55% of Americans—are not defeated by the downturn but instead are proudly returning to bedrock American virtues—thrift, faith, creativity, community, hard work and more—in order to build new lives of purpose and connection.  They still buy, but they’ve shifted from mindless to mindful consumption, from acquisitive to inquisitive, and from dependent customers to self-reliant do it yourselfers. Their every purchase is less about materialism and more about voting for their values with their dollars.

John Gerzema is Chief Insights Officer of Young & Rubicam and author of a previous book, The Brand Bubble, which was named a best business book of the year by Amazon.com and strategy+business.  He has spent his career creating and guiding the brand strategies of many household names: McDonald’s, BMW, Coca-Cola, United Airlines, Holiday Inn and more.

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Global Advertising Executive Will Discuss How Businesses Can Raise Value of Their Brands on Jan. 5 Economic Perspectives

Posted by Hopeton on January 1, 2009

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.brandbubblecvr

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:

  1. Has velocity and direction
  2. Constantly reinvents itself
  3. Engages consumers on its own terms
  4. Attracts without chasing
  5. Moves culture as well as categories

    John Gerzema

    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.

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