Saturday, November 1, 2008
Brand Bubble
There is a new book coming out called The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It. The authors both hold senior positions at Young & Rubicam (Y&R), part of the largest ad agency holding company in the world, WPP Group. Their book sounds an alarm based on a gap in value between how consumers and investors perceive brands. The authors have a proprietary research tool that they use to measure value, and they've found that investors reward companies with greater brand awareness, even if consumers don't see much utility. I've yet to read this book but fully intend too. Just though you might enjoy a suggested piece of reading and if you don't you'll probably have fun playing around the Brand Asset Evaluator widget on the books website. Check it out below.
www.thebrandbubble.com
D Amundson
Labels: Advertising, branding
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