The Trouble with Brands
John Gerzema and Ed Lebar
Most consumer brands are not creating value. The exceptions share a set of "energized" attributes that companies can identify and exploit.
Many companies that produce goods and services for consumers face a serious dilemma - quite apart from the effects of the current global economic downturn. For at least the past five years, the tried-and-true formulas to boost the sales and market shares of brands have been becoming increasingly irrelevant and have been losing traction with consumers. Globally, the aggregate value of brands to consumers has been falling steadily, and this...