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Full Description
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.
Contents
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.
