John Gerzema of Young & Rubicam

Author of The Brand Bubble shares his insights into the fragile world of overvalued brand values—and how brands can survive it.

When he looks at brands these days, John Gerzema, chief insights officer for global ad agency Young & Rubicam, sees things a little differently than most. And what he sees concerns him. As he explains in his engrossing and enlightening new book, The Brand Bubble, the overwhelming majority of brands today are grossly overvalued. This, in essence, creates a giant brand bubble, with many companies’ assets tied too heavily to something as intangible and fungible as brand valuations.

Gerzema’s book is more than just doom and gloom; it also offers real solutions for brands to maximize their value in today’s tough economic marketplace. All in all, it’s a must-read for executives, leaders, brand managers, strategic decision-makers—anyone looking to protect and grow the strength of their organization’s brand. He discussed his book, the insights that led to its creation, and the challenges brands face in our economy during an interview at Y&R’s Manhattan offices recently.

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