John Gerzema: The Athena Doctrine

John Gerzema, co-author of ‘The Brand Bubble’ a book that advocates change as the best strategy for brand management in today’s market. He presents ‘The Great Unwind’, suggesting that post-crisis consumerism is creating a renaissance in business and that the great recession may be one of the best things to happen to America.

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ABOUT John Gerzema

“John Gerzema has spent his career creating and guiding the brand strategies of many of our household names: McDonald’s, BMW, Coca-Cola, United Airlines, Holiday Inn and more.

As Chief Insights Officer for marketing giant Young & Rubicam, he combines his expertise with the information reaped from Y&R’s Brand Asset Valuator (an enormous database of brands) to understand and anticipate change in the intricate world of commerce.

He is one of the early adopters of account planning in American advertising, a method that places the consumer front and centre in the branding process. Since this talk he has penned a second book called ‘Spend Shift’ launched in November 2010 based on the premises of his talk on the changing habits of the post-crisis consumer.”

The VIDEO