Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview

Preface

Average marketing delivers average results. Average marketing builds average brands. Working with averages is just no fun.

To compromise is to lose the edge. Mass-marketing methods can only ever deliver a compromise, as it has to be based on the common denominator. I personally do not mind compromising with people I know, and many times I have wished more people around the world would be more willing to compromise. However, to deliver a brand promise based on a compromise is not a good way to start the day.

Focus is king – in particular in brand marketing. So much marketing activity is wasted because it is not relevant to the audience. With 32,000 brands advertised in the UK alone and 3,000 commercial messages per day, any message, any activity, any product or service must fight hard to get a hearing – to be relevant, to be different. Focus is what it takes.

To customize the brand is to do away with averages and compromises. It allows you to focus the marketing activities, to deliver relevant, appealing and differentiating brand propositions. And, all it takes is a different perspective that we call 'customized branding'.

To Customize the Brand means that you develop a brand people actually want to buy, not just buying it because nothing else is available or the salesperson seems to be a nice guy. Your brand will develop into something truly desirable, and, importantly, something that is more desirable than what the competition can offer.

-ix-

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