Branding

Today KERA's consistently excellent Think! featured Y&R Chief Insights Officer John Gerzema discussing the "brand bubble" (downloadable mp3 is here). He believes that many renowned brands are over valued in the eyes of the consumer and a brand crash is looming. This seems especially pertinent as cash wary consumers start to truly question the elevated cost associated with a name brand versus a generic.

He also briefly touches on the folly of marketing to a demographic rather than an interest group, citing the case of advertising directed at seniors falling into a trap of assumptions. Be sure to check out his Brand Asset Valuator.