Customize The Brand

Marketing based on averages brings average results. This is not good enough in todays intensely competitive environment.

Most companies have the potential for delivering a more powerful and relevant brand proposition. Yet it rarely happens.

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.

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.

One day all marketing will be like this!

This book will guide you to:

* Understand your customer better than anyone else

* Communicate better with your customer than anyone else

* Deliver a product or service that provides better perceived value than anyone elses

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.

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.

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 Torstens highly regarded Competitive Branding: Winning in the Market Place with Value-Added Brands (published by John Wiley & Sons, ISBN 0-471-98457-4).