Retailization
Retailization advises businesses how to give their dying brands a new lease of life in an environment that is dominated by retailers. The book is supported by The International Retailization Study by Nielson.
Retailization presents an innovative and pragmatic step-by-step process to help you restructure your entire business and brand efforts around the retail strategies and executions that can better meet the needs of your customers. The authors demonstrate not only how you activate the process but also how to verify the results.
With a step-by-step process to help you restructure your business around retail strategies that better meet the needs of your customers Retailization includes access to the authors’ dedicated website, featuring interactive learning material and workshops.
Keith Lincoln is the author of numerous global trend breaking studies. He now runs his own dedicated international brand consultancy, FACES International. Anthony Aconis is author of Fireball and founded the eponymous marketing consultancy. Lars Thomassen has worked in communications for 30 years, most recently on the board of BBDO worldwide.
REVIEWS :Hardback, 240 Pages, Dimensions 234 x 156 MM Language English.
1 The rise of the retailer: the first squeeze is only going to get bigger and bigger
2 The age of the shopper: the second squeeze takes its throne
3 The private dilemma: the third squeeze shows its strength
4 The new communication world: the fourth squeeze rethinks its role
5 Retailization: unsqueezing the squeeze
6 The blood pack: introducing the retailization process
7 Step 1 The arena: dealing with where we create our sale(s)
8 Step 2 Competitive context: who are we stealing sale(s) from?
9 Step 3 The shopper: who is driving our sale(s)?
10 Step 4 Product concepting: what is creating our sale(s)?
11 Step 5 Retail impacting: dealing with how we create our sale(s)
12 Step 6 Creating communication: how do we make communication work for our sale(s)?
13 Step 7 Organizational enhancement: empowering your organization to think sale(s)
14 Let’s retailize: recharging and regaining brand power
Keith Lincoln has been working in communications for nearly 30 years. He is well known as the author of numerous ground breaking global trend studies. Keith is a former strategy manager for General Foods Europe, board director of WCRS advertising in the United Kingdom, Senior Vice President of BBDO New York, and Executive Vice President of Young and Rubicam Europe. He has won a gold US EFFIE for his work on Gillette. Keith has run his own dedicated international brand consultancy, FACES International, for the last eight years, and is a visiting lecturer at INSEAD.
Anthony Aconis is a graduate from Copenhagen Business School in International Business Management and Communications. From 1996 to 2003 Anthony worked in advertising as a strategic planner both in Scandinavia and New York, becoming a Senior Vice President at Lowe New York.
Anthony has worked on major global brands such as LEGO, Heineken and Mars. He returned to the Danish advertising scene as strategic managing director at La Familia, before he focused his efforts on writing the book Fireball, which eventually led to him opening Fireball - a marketing consultancy.
Lars Thomassen started his career in advertising 30 years ago and he has been involved in communications ever since. In 1979 he co-founded Henriksen & Sieling (later BBDO Denmark). In 1998 Lars was appointed as the Vice President BBDO Europe and he became the Director of the Nordic, Central and Eastern regions of BBDO. Along with his work as a board director of BBDO Worldwide, Lars has been involved with the development of many major global brands.