Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview

15
Step 8: from 'interesting' to 'just right for me'

In the 21st century, most marketing executives' ultimate dream is still to be responsible for making a commercial for mainstream television. In reality very few of them will get the opportunity as the majority of brands do not feature on television, and for those that do making a commercial is in most cases a project handled high up in the organization by a select few. But marketing communications is much more than television, magazine and outdoor advertising. It is direct marketing, interactive marketing, PR, word-of-mouth, events and much more.

Most marketing communication is mass-market-oriented, created in most cases with a specific target audience in mind but structured so that it will appeal to a wide audience. The exception is direct private media such as direct mail, but in most cases this highly personal media is still treated as mass media as well the same message to all. Very often the same credit card offer is sent to everyone who falls into a certain category without any consideration of the individual's circumstances.

To build a customized brand requires a different outlook, an outlook based on segmentation and individual attention. Though, the similarity is that, as with any communication, unless the brief is clear and to the point, it takes a genius to create good communication. And geniuses are few and far between and most of them are very expensive. With a good brief, however, 'all' it takes is good craftsmanship to deliver excellent results. And I mean no disrespect to craftsmen or women. Many marketing professionals,

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