Customize the Brand Make it more desirable

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.

Torsten H. Nilson is a leading international authority on successful branding and brand development, with particular emphasis on differentiation strategies. Torsten is a director and co-founder of The Quant. Marketing Company. Quant. Marketing advises major national and international organizations on how to best use customer intelligence to shape and drive strong brands for better business results – data-driven brand marketing. Torsten’s background includes ten years as an independent international brand strategy consultant with leading ‘blue chip’ organizations and prior to that ten years of senior marketing management with the Nestlé company.  Torsten is also a regular lecturer at conferences and seminars around the world. The Quant. Marketing approach to successful marketing has been the inspiration for Customize the Brand. The book builds on Torsten’s highly regarded Competitive Branding: Winning in the Market Place with Value-Added Brands (published by John Wiley & Sons, ISBN 0-471-98457-4).

Preface

ix

Acknowledgements

xii

Introduction

1

(2)

The customized brand -- introducing the concept

3

(8)

Some background

3

(1)

The customized brand

4

(2)

More reasons

6

(1)

Isn't customized branding just the same as the old one-to-one marketing and CRM concepts?

7

(1)

Success, performance, even exceptional desire

8

(3)

From the mark of a maker to a symbol of desire, and from mass-market to customization twice over

11

(6)

The first mass-market brands

12

(1)

The first customized brands

12

(1)

Mass-marketing for the masses

13

(1)

Customizing for the mass-market

14

(3)

Leading the way

17

(14)

Lead the market and other fundamentals

17

(3)

The four stages to achieving total relevance

20

(4)

Introducing the three building blocks to customized branding

24

(3)

Customized branding in business-to-business marketing

27

(4)

Markets fragment, communication and competition increase, less time, more uncertainty

31

(8)

Brand and product proliferation

31

(2)

The explosion of communication channels and messages

33

(1)

New distribution channels

34

(1)

The selective customer

35

(1)

More uncertainty

36

(3)

We are all different, but not that different - the principles of segmentation

39

(10)

The basic rationale

39

(2)

The raw material

41

(1)

Multilevel segmentation

41

(4)

Segmentation principles

45

(2)

The economics of segmentation

47

(2)

Find the Big Number

49

(4)

What is the Big Number?

49

(1)

From Big Number to Big Idea

50

(1)

From Big Number and Big Idea to Big Brand

51

(1)

How do you find a Big Number?

52

(1)

The 10 steps to a customized brand

53

(6)

The steps

53

(1)

The customized brand plan

54

(2)

The Dr Jekyll and Mr Hyde requirement

56

(1)

New and old brands

57

(2)

Step 1: know the enemy and the battlefield

59

(6)

Competition

59

(2)

The category

61

(4)

Step 2: know your customers

65

(8)

Why?

65

(1)

Where to focus?

66

(3)

How to do it

69

(4)

Step 3: know thyself

73

(8)

Where are you coming from? -- the product

73

(2)

Where are you coming from? -- the company

75

(2)

Where are you coming from? -- the brand

77

(4)

Step 4: customizing the brand proposition - the foundation for a truly desirable brand

81

(12)

A fundamental requirement: a well-defined brand and a segmentation model

81

(1)

Competitive context

82

(2)

Customizing the brand proposition

84

(2)

Don't go too far

86

(2)

Don't forget to co-ordinate

88

(2)

Keep it together

90

(1)

If only doing part of the job?

90

(1)

Individualized yet from one supplier

91

(2)

Step 5: the foundation for sustainable desirability: the product/service package

93

(14)

Making a better package

94

(1)

Impact on the product development strategy

95

(3)

Maximize customization for the customer, minimize it for the company

98

(1)

How to do it

99

(8)

Step 6: getting into the customers' hands

107

(8)

Consider the options

107

(3)

A brand marketing-led distribution strategy

110

(5)

Step 7: the price to pay

115

(8)

Individualized market pricing

116

(1)

Price transparency

117

(2)

Pricing and brand perceptions

119

(4)

Step 8: from `interesting' to `just right for me'

123

(22)

Get the brief and strategy right

124

(1)

Get the targeting and message right

125

(4)

From monologue to dialogue

129

(2)

Engaging the customers -- and others -- with passion

131

(2)

Leave the media targeting to the target group

133

(2)

Individualize wherever possible

135

(1)

Mass-media for targeting or targeted media for mass-marketing?

136

(3)

The inverted media mix

139

(3)

Focus

142

(3)

Step 9: make it move -- sales promotion in a customized world

145

(6)

The good news

145

(2)

The bad news

147

(4)

Step 10: clinching the deal

151

(4)

The cost-benefit dilemma

151

(1)

Making it effective

152

(3)

A better bottom line

155

(6)

Making money from customized branding

155

(2)

Why more sales?

157

(1)

What about the cost side?

157

(2)

Any savings?

159

(1)

Conclusions

160

(1)

What does it take?

161

(6)

Management

161

(2)

Feedback

163

(1)

Find a preacher

164

(1)

Conclusions

165

(2)

Conclusions and summary

167

(4)

Summarizing

167

(2)

Conclusion -- one day all marketing will be like this

169

(1)

What to do tomorrow, and the day after

170

(1)

Index

171

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Customize the Brand Make it more desirable and profitable

Summary

Author Biography

Table of Contents

Supplemental Materials