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| Preface | |
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| Acknowledgements | |
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| Introduction | |
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| The customized brand -- introducing the concept | |
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| Some background | |
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| The customized brand | |
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| More reasons | |
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| Isn't customized branding just the same as the old one-to-one marketing and CRM concepts? | |
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| Success, performance, even exceptional desire | |
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| From the mark of a maker to a symbol of desire, and from mass-market to customization twice over | |
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| The first mass-market brands | |
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| The first customized brands | |
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| Mass-marketing for the masses | |
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| Customizing for the mass-market | |
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| Leading the way | |
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| Lead the market and other fundamentals | |
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| The four stages to achieving total relevance | |
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| Introducing the three building blocks to customized branding | |
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| Customized branding in business-to-business marketing | |
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| Markets fragment, communication and competition increase, less time, more uncertainty | |
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| Brand and product proliferation | |
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| The explosion of communication channels and messages | |
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| New distribution channels | |
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| The selective customer | |
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| More uncertainty | |
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| We are all different, but not that different - the principles of segmentation | |
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| The basic rationale | |
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| The raw material | |
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| Multilevel segmentation | |
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| Segmentation principles | |
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| The economics of segmentation | |
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| Find the Big Number | |
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| What is the Big Number? | |
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| From Big Number to Big Idea | |
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| From Big Number and Big Idea to Big Brand | |
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| How do you find a Big Number? | |
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| The 10 steps to a customized brand | |
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| The steps | |
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| The customized brand plan | |
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| The Dr Jekyll and Mr Hyde requirement | |
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| New and old brands | |
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| Step 1: know the enemy and the battlefield | |
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| Competition | |
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| The category | |
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| Step 2: know your customers | |
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| Why? | |
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| Where to focus? | |
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| How to do it | |
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| Step 3: know thyself | |
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| Where are you coming from? - the product | |
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| Where are you coming from? - the company | |
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| Where are you coming from? - the brand | |
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| Step 4: customizing the brand proposition - the foundation for a truly desirable brand | |
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| A fundamental requirement: a well-defined brand and a segmentation model | |
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| Competitive context | |
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| Customizing the brand proposition | |
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| Don't go too far | |
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| Don't forget to co-ordinate | |
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| Keep it together | |
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| If only doing part of the job? | |
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| Individualized yet from one supplier | |
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| Step 5: the foundation for sustainable desirability: the product/service package | |
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| Making a better package | |
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| Impact on the product development strategy | |
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| Maximize customization for the customer, minimize it for the company | |
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| How to do it | |
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| Step 6: getting into the customers' hands | |
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| Consider the options | |
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| A brand marketing-led distribution strategy | |
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| Step 7: the price to pay | |
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| Individualized market pricing | |
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| Price transparency | |
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| Pricing and brand perceptions | |
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| Step 8: from 'interesting' to 'just right for me' | |
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| Get the brief and strategy right | |
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| Get the targeting and message right | |
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| From monologue to dialogue | |
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| Engaging the customers - and others - with passion | |
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| Leave the media targeting to the target group | |
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| Individualize wherever possible | |
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| Mass-media for targeting or targeted media for mass-marketing? | |
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| The inverted media mix | |
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| Focus | |
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| Step 9: make it move - sales promotion in a customized world | |
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| The good news | |
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| The bad news | |
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| Step 10: clinching the deal | |
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| The cost-benefit dilemma | |
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| Making it effective | |
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| A better bottom line | |
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| Making money from customized branding | |
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| Why more sales? | |
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| What about the cost side? | |
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| Any savings? | |
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| Conclusions | |
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| What does it take? | |
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| Management | |
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| Feedback | |
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| Find a preacher | |
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| Conclusions | |
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| Conclusions and summary | |
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| Summarizing | |
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| Conclusion - one day all marketing will be like this | |
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| What to do tomorrow, and the day after ... | |
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| Index | |