What Are Brands Worth?
Books Worth Reading
August / September 2009
Volume 7 Number 4
The Brand Bubble
John Gerzema and Ed Lebar have written an exceptionally clear, pertinent book about the declining value of brands and why the world's largest brand names are in flux. Based on data going back to 1993, researchers have found that consumer attitudes toward brands are falling in such pivotal areas as awareness, loyalty, trust and admiration. Brands are not contributing to their companies' balance sheets and the public's perception of brands is declining. This is happening because of brand clutter and new consumer behaviors. Consumers now focus on fewer brands, primarily exciting ones with new features. Using proprietary data, the authors vividly explain how brand clutter has created a marketing bubble. Since brands are such an important part of any corporation's value, the authors contend, the total valuation of this brand bubble will dwarf the mortgage bubble. The authors identify and analyze the branding problem, and recommend how to solve it. The book's one drawback is that it becomes repetitive, especially in the later sections. Still, the authors' timely, compelling argument should resonate with branding professionals. getAbstract recommends this book to marketers who want to better understand how lack of creativity makes brands deteriorate, and how they can resurrect brands that are still salvageable.
John Gerzema and Ed Lebar. The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It. Jossey-Bass, 2008. List Price: $27.95. ISBN-13: 9780470183878.
In Search of the Obvious
Veteran marketer Jack Trout successfully manages to inject new material while belaboring the obvious. Too many brand-name products are slipping into obscurity because they have become commodities. To do well, Trout says, marketers must go back to the basics, even though it's popular to chase trends and be cute. Marketers are concerned about fancy strategies, high-tech gadgets, quantitative research, entertaining ads and faddish consultants—€”all a waste of time. Trout says to go back to the core of marketing. Focus on the obvious. That's what customers really want. What you really need to know is right in front of you, not at the bottom of the data mine. He may sometimes seem like a scolding grandfather, but he has clear advice for marketers: Modern society is too complex, and complexity does not help you sell. Instead, he says, marketers should try common sense. It couldn't hurt.
Jack Trout. In Search of the Obvious: The Antidote for Today's Marketing Mess. John Wiley & Sons, 2008. List Price: $27.95. ISBN-13: 9780470288597
Powerlines
"Powerlines" aren't just thick black wires carrying electrical current. They also lend their name to the jingles, slogans and taglines that have proven powerful enough to make a long-lasting imprint on the collective consciousness. If you've ever found yourself humming, "M'm, M'm, Good," as you open a can of soup, or telling yourself, "Just Do It!" when you go for a run, then you are familiar with this phenomenon. Author Steve Cone ponders why some phrases stick while others live fleetingly and make no impression. He identifies several factors that give powerlines their punch, such as inserting unexpected words, telling a story that resonates with the listener, and using rhythm, cadence and music. Strangely, the book lacks in-depth instruction on how to compose a powerline. Cone prefers to dwell on his favorites, packing the book with quotes and examples, which makes it a fun read for those who want to take a nostalgic stroll down Communication Lane. getAbstract recommends this enjoyable book to media and political buffs, advertising students, marketers and campaign managers.
Steve Cone. Powerlines: Words That Sell Brands, Grip Fans, & Sometimes Change History. Wharton School Publishing, 2008. List Price: $22.95. ISBN-13: 9781576603048.
getAbstract is a leading provider of business book summaries, with more than 5,000 titles covered. www.getabstract.com
More
Copyright © 2012 | Innovation America