Conclusions and summary
|a.||a is top of mind and is number one in the category – first choice;|
|b.||outperforms competition in the minds of the customers – so customers stay;|
|c.||outperforms competition in the minds of the public – so new customers will come and existing ones will feel comfortable about staying;|
|d.||is differentiated to competition – no brand confusion and a distinct reason for being chosen; and|
|e.||makes money for the company and makes staff proud.|
A customized brand will fulfil these requirements because it will be more relevant, more appealing and better tailored to the needs of the individual than mass-market average brands.
From a customized brand point of view, this book falls into the self-selection category. A wide range from which the reader can self-select the most important ideas. The choice will differ depending on circumstances such as company position, market sector, experience and personal interests.