Customize the Brand

This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.

Preface. Acknowledgements. Introduction. The customized brand - introducing the concept. From the mark of a marker to a symbol of desire, and from mass-market to customization twice over. Leading the way. Markets fragment, communication and competition increase, less time, more uncertainty. We are all different, but not that different - the principles of segmentation. Find the Big Number. The 10 steps to a customized brand. Step 1: know the enemy and the battlefield. Step 2: know your customers. Step 3: know thyself. Step 4: customizing the brand proposition - the foundation for a truly desirable brand. Step 5: the foundation for sustainable desirability: the product/service package. Step 6: getting into the customer's hands. Step 7: the price to pay. Step 8: from 'interesting' to 'just right for me'. Step 9: make it move - sales promotion in a customized world. Step 10: clinching the deal. A better bottom line. What does it take? Conclusions and summary. Index.