John Gerzema & Edward Lebar 
The Brand Bubble [EPUB ebook] 
The Looming Crisis in Brand Value and How to Avoid It

Foreword By Peter Stringham, CEO, Young & Rubicam Group.
PART ONE: INTRODUCTION.
1 Tulipmania and Infl ated Brands.
2 Can You Say ‘Irresistible’?
3 Wall Street, Meet Main Street.
4 The Postmodern Craving for Creativity.
5 Welcome to Consumer Land.
PART TWO: APPLICATION.
6 Stage One–Exploration: Performing an Energy Audit.
Case study: LEGO–Play Well.
7 Stage Two–Distillation: Identifying the Energy Core.
Case study: Virgin Atlantic–Brilliant Basics, Magic Touches.
8 Stage Three–Ignition: Creating an Energized Value Chain.
Case study: Xerox–The Energy Inside.
9 Stage Four–Fusion: Becoming an Energy-Driven Enterprise.
Case study: Mumbai Tiffi n Box Suppliers–Human Energy.
10 Stage Five–Renewal: Active Listening and Constant Refreshing of Brand Meaning.
Case study: UNIQLO–Seeing Farther.
Epilogue: A Brand May Be Famous, But Is It Creating Return for Shareholders?
Notes.
Acknowledgments.
The Authors.
Index.

John Gerzema is Chief Insights Officer for Young &Rubicam Group. One of the earliest founders of account planning in American advertising agencies, John has designed brand strategiesfor clients for almost twenty–fi ve years, guiding campaignsto international strategic and creative recognition that resultedin The One Show Best of Show award, numerous EFFIE’s andseveral gold lions from The Cannes Advertising Festival. Prior tojoining Y & R, Gerzema oversaw the international network for Fallon, and founded offices in Tokyo, Singapore, Hong Kong, and Sâo Paulo. He holds a master’s degree in integratedmarketing from the Medill School of Journalism at Northwestern University and a B.S. in marketing from The Ohio State University.
Ed Lebar is CEO of Brand Asset Consulting Group. Edmanages Brand Asset Consulting around the world. He has helped grow Brand Asset Valuator into the largest brand model and databasein the world, which now includes input from over 500, 000 customerson 38, 000 brands across 48 countries through 250 studies.
Before his career in marketing and advertising, Lebar was aprofessor of economics at CCNY and Finch College. He holds advanceddegrees in economics from NYU and the University of Denver, and a B.A. from Syracuse University.