Posts Tagged 'Ed Lebar Brand Bubble'

Know the code and get a discount to Ed Lebar’s talk at the NYAMA tomorrow

Here’s an offer for only the readers of this blog.  You can get $20 off the non-member rate for tomorrow’s event, 3/24, featuring Ed Lebar (author of Brand Bubble).

Here’s the details:

The code is: VERSE   You will have to go to the http://www.nyama.org.  Once there,  go to the order form page and select their participation amount ($35 member, $55 non-member) they choose non member.  Then when on the paymentpage they will see a Promo code box that they should enter the code VERSE into and click update to show the discount.  There is a line on the order form page instructing that.

See you then!

More on the Brand Bubble

So here is the quote of the day, again from The Brand Bubble by Ed Lebar and John Gerzema

In wanting the brand to bring more benefits in the future, consumers will accept some degree of “brilliant failure” as a necessary by-product of the brand’s search for progress.  Remember, Apple had the Newton, the Lisa and Macintosh TV, but Apple’s inventiveness constantly supplies the evolutionary learning for the company’s new products, including today’s Nano video and iPhone.

All too often we benchmark the brilliant successes of others and ignore their  “brilliant failures” along the way.  We smooth out the bumps in history, erasing the part that either luck or failure play.  We look at happy accidents as if they were by deliberate design.   We can learn far more by studying both the success and the failures of others.

In fact there is an entire organization dedicated to learning from the failures of others and applying those lessons.  (I image that their annual meetings can be pretty depressing…)  It is the Association for the Study of Failure.

ASF

ASF logo

ASF

ASF

Apple tried and failed and tried and failed and tried again and finally achieved redemption.  If not redemption, then at least a lot of market success!

When we are benchmarking, we need to be careful.  Are we building a machine based on hindsight?  Are we being bold in our vision or following the path of another?  We cannot benchmark our way to the future.

To which I add another quote, this one from a favorite of mine, Samuel Beckett:

Ever tried? Ever failed?  No matter.  Try again.  Fail again.  Fail better.

I never thought that I’d ever have the opportunity to quote Beckett in a branding discussion!

Brand that Bubble – or – Another voice on reinventing marketing

I’m delighted to say that Ed Lebar, co-author of The Brand Bubble, and CEO of BrandAsset Consulting, will be giving a talk at the New York American Marketing Association on March 24th!

Ed will be presenting  strategies for companies to win in times of economic turmoil based on new data from the Brand Asset Valuator. So block off that evening, from 6 to 8 pm!

In the meantime, I leave you with a quote from The Brand Bubble:

We are all grappling with a world where the rules have changed — the rules about when, where, and how people consume content and advertising messages, and how they discover, engage with, and either endorse or reject brands (and then amplify that decision to their peers).  It’s changing the business models for companies, the skill sets needed for marketers, the roles for creating and distributing content for media companies, and the rules for how agencies think about creativity for brands.

The problem is, many marketers are applying much of the same old thinking to today’s new challenges.  They try to adapt their formulas to the increasingly fractal landscape, rather than rethink them altogether.” [emphasis in original]”

Brand Bubble by Ed Lebar

Brand Bubble by Ed Lebar


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