6. John Gerzema and Ed Lebar published The Brand Bubble:

The Looming Brand Crisis and How to Avoid It (Jossey-Bass, 2008). The authors say that some well-known brands have lost their freshness and at some point investors will realize this and sell their shares, depressing the company’s share price. Is your brand still fresh? If not, what steps can you take to add momentum to your tired brand?