In John Gerzema’s and Ed Lebar’s recent book, “The Brand Bubble,”  a detailed account is give to how many of todays brands are experiencing a rapid decline in perceived value.  Simply stated, they are overvalued and consumers are falling out of love with them.  Based on Y&R’s BrandAsset Valuator study, the book cites that there is a growing divergence between brand valuation and brand speculation.  For the complete modern day Marketer, that means the campaign-based push marketing is dead.  Call it the customer conversation era, the day social connectivity, or which ever term de jour you prefer, the previous paradigm is over.  As the two authors state: “You can’t just go after them. You must attract them.” No longer is it about measuring reach and frequency or even marketing mix modeling for that matter. Success will be measured by motivating the right consumer behaviors that drive engagement and connection.