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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