Retailization: Brand Survival in the Age of Retailer Power

Contents......Page 8
Preface: surviving the squeeze......Page 12
Thank yous!......Page 18
Welcome to the age of the retailer......Page 20
Brand inertia......Page 22
The big keep getting bigger......Page 24
The silent conspiracy......Page 27
The global e-qualizer......Page 28
Everybody loves a retailer......Page 30
Retail is everyone\'s priority......Page 31
2 The age of the shopper......Page 32
We shop, therefore we are!......Page 33
Getting the value proposition right......Page 34
Shopper power......Page 38
Six seconds......Page 39
3 The private dilemma......Page 42
The replaceable or irreplaceable brand......Page 44
Brands on the shelves......Page 45
The rise of private labels......Page 47
No longer me-toos......Page 49
What is quality?......Page 51
The lost brand sale......Page 52
The point of contact......Page 54
Tesco cola......Page 56
Putting the squeeze back on......Page 58
The winning private label business......Page 60
The good old days......Page 62
Unsqueezing the brand......Page 69
5 Retailization......Page 72
So what exactly is retailization?......Page 73
Creating sale(s)......Page 74
An Armani latte......Page 76
An applelicious experience......Page 77
AIDA or is it ADIA?......Page 78
Buy me! Try me!......Page 80
Getting retailized......Page 81
6 The blood pack......Page 84
Let us retailize......Page 87
KEY POINTS......Page 90
The starting point......Page 91
Where?......Page 92
Who owns the arena?......Page 93
Retail success......Page 94
Proprietary distribution......Page 95
Coopetition......Page 97
Sleeping with the enemy......Page 98
Everybody can coopetete......Page 100
Point of profit......Page 101
KEY THINGS TO DO NOW......Page 102
The gladiators......Page 104
The business of stealing choice......Page 106
Building your business on the failures of everyone else......Page 108
Constantly out-innovating......Page 111
Create real choice where choice has been forgotten......Page 113
KEY THINGS TO DO NOW......Page 115
Who and how?......Page 116
Can you count on the consumer?......Page 118
Shoppers are setting the agenda......Page 120
Welcome to the age of the shopper......Page 123
I love shopping......Page 124
Shopper who?......Page 125
Being in the people first business......Page 126
Create wants, not needs......Page 129
You are dealing with situiduals not individuals......Page 131
The shopper......Page 134
KEY THINGS TO DO NOW......Page 135
KEY POINTS......Page 136
Everybody has a brand, few have a product......Page 137
The art of creating demand......Page 139
What is creating our sale(s)?......Page 140
Just make it......Page 141
Make it clear......Page 142
Make an USP......Page 143
Make it stand out......Page 145
Remake it again and again......Page 147
Make it more......Page 149
Make sense......Page 150
Make it theirs......Page 151
Make a revolution......Page 153
KEY THINGS TO DO NOW......Page 154
KEY POINTS......Page 156
Creating shopping situations......Page 157
Impacting sale(s)......Page 160
Love me do!......Page 161
Keep it fresh......Page 163
Extend the idea......Page 165
Merge the first and second moment of truth......Page 167
Create clarity and involvement......Page 169
Making an impact at retail......Page 171
KEY THINGS TO DO NOW......Page 172
Sizzle......Page 174
The two moments......Page 176
Thinking through the line......Page 177
Shopping realities......Page 179
Husbands come and go......Page 180
Tryvertising – building excitement through trial......Page 181
Burzz – building excitement through retail buzz......Page 184
H&M, the king of burzz......Page 186
Subculturizing – building excitement through an existing subculture......Page 187
Hip-hopping your brand......Page 189
Communitizing – building excitement by building a community......Page 190
Brand surgery......Page 192
KEY THINGS TO DO NOW......Page 194
KEY POINTS......Page 196
The retailized company......Page 197
Get curious......Page 199
Get creative......Page 201
Get producting......Page 202
Get everyone involved......Page 203
Get talking......Page 204
Get moving......Page 205
KEY THINGS TO DO NOW......Page 207
14 Let\'s retailize......Page 210
The end......Page 216
References......Page 218
Index......Page 230