{"product_id":"customize-the-brand-isbn-9780470848227","title":"Customize the Brand","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.  Preface.\u003cbr\u003e \u003cbr\u003e Acknowledgements.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e The customized brand - introducing the concept.\u003cbr\u003e \u003cbr\u003e From the mark of a marker to a symbol of desire, and from mass-market to customization twice over.\u003cbr\u003e \u003cbr\u003e Leading the way.\u003cbr\u003e \u003cbr\u003e Markets fragment, communication and competition increase, less time, more uncertainty.\u003cbr\u003e \u003cbr\u003e We are all different, but not that different - the principles of segmentation.\u003cbr\u003e \u003cbr\u003e Find the Big Number.\u003cbr\u003e \u003cbr\u003e The 10 steps to a customized brand.\u003cbr\u003e \u003cbr\u003e Step 1: know the enemy and the battlefield.\u003cbr\u003e \u003cbr\u003e Step 2: know your customers.\u003cbr\u003e \u003cbr\u003e Step 3: know thyself.\u003cbr\u003e \u003cbr\u003e Step 4: customizing the brand proposition - the foundation for a truly desirable brand.\u003cbr\u003e \u003cbr\u003e Step 5: the foundation for sustainable desirability: the product\/service package.\u003cbr\u003e \u003cbr\u003e Step 6: getting into the customer's hands.\u003cbr\u003e \u003cbr\u003e Step 7: the price to pay.\u003cbr\u003e \u003cbr\u003e Step 8: from 'interesting' to 'just right for me'.\u003cbr\u003e \u003cbr\u003e Step 9: make it move - sales promotion in a customized world.\u003cbr\u003e \u003cbr\u003e Step 10: clinching the deal.\u003cbr\u003e \u003cbr\u003e A better bottom line.\u003cbr\u003e \u003cbr\u003e What does it take?\u003cbr\u003e \u003cbr\u003e Conclusions and summary.\u003cbr\u003e \u003cbr\u003e Index. \"…our new guru…Nilson’s book ranges over a good deal of ground…\" (Market Leader, Winter 2002)  Torsten H. Nilson is a leading international authority on successful branding and brand development, with particular emphasis on differentiation strategies.\u003cbr\u003e \u003cbr\u003e Torsten is a director and co-founder of The Quant. Marketing Company.\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Torstens 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.\u003cbr\u003e \u003cbr\u003e Torsten is also a regular lecturer at conferences and seminars around the world.\u003cbr\u003e \u003cbr\u003e The Quant. Marketing approach to successful marketing has been the inspiration for Customize the Brand. The book builds on Torstens highly regarded Competitive Branding: Winning in the Market Place with Value-Added Brands (published by John Wiley \u0026amp; Sons, ISBN 0-471-98457-4).  All customers prefer a brand that is appropriate to their needs. So far, most brand offers have been based on a compromise between what is efficient for the supplier and what is acceptable to the customer. These compromises are no longer necessary as suppliers can now cost-effectively deliver a customized brand proposition. But very few do, as the strategies and techniques to do so have not entered mainstream marketing theory and practice.\u003cbr\u003e \u003cbr\u003e In his new book Torsten Nilson combines his solid knowledge of marketing with recent developments in customization to deliver a blueprint for marketing in the future.  Marketing based on averages brings average results. This is not good enough in todays intensely competitive environment.\u003cbr\u003e \u003cbr\u003e Most companies have the potential for delivering a more powerful and relevant brand proposition. Yet it rarely happens.\u003cbr\u003e \u003cbr\u003e In this innovative and groundbreaking book Torsten Nilson introduces the concept of the customized brand - how to effectively adapt brands, whether mass-market or niche, to the needs and wishes of individual customers.\u003cbr\u003e \u003cbr\u003e He explains and illustrates with the help of numerous examples how companies can gain competitive advantage by adapting the total marketing mix to different customers, regardless of market sector.\u003cbr\u003e \u003cbr\u003e One day all marketing will be like this!\u003cbr\u003e \u003cbr\u003e This book will guide you to:\u003cbr\u003e * Understand your customer better than anyone else\u003cbr\u003e * Communicate better with your customer than anyone else\u003cbr\u003e * Deliver a product or service that provides better perceived value than anyone elses","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989017247973,"sku":"NP9780470848227","price":70.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470848227.jpg?v=1761782451","url":"https:\/\/k12savings.com\/products\/customize-the-brand-isbn-9780470848227","provider":"K12savings","version":"1.0","type":"link"}