Jump ahead to 2:15
John Gerzema, Chief Insights Officer for Young & Rubicam, and author of The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It, appeared live on Bloomberg to argue for brands.
He said, “brand value actually represents one third of the market value of the S&P 500 (up 80% in three decades), so brand value is essentially shareholder value.” He also said the best brands–Nike, Apple, Nordstrom–have achieved “energized differentiation” which allows them to “escape their categories.”
What We Do Builds Shareholder Value
I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.