Customize the Brand – Make it More Desirable & Profitable

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