Retailization Brand Survival in the Age of Retailer Power

Retailization Brand Survival in the Age of Retailer Power Donors: Lars Thomassen, Keith Lincoln & Anthony Aconis Based on the International Retailization Study conducted in cooperation with ACNielsen FRONT FLAP: In this authoritative and comprehensive book on retail branding, international business experts Lars Thomassen, Keith Lincoln and Anthony Aconis reveal how the most successful brands survive in a world of increasingly powerful retailers and ever more knowledgeable shoppers. Based on arguably the most extensive global analysis of the world of retail ever undertaken, and including a groundbreaking survey by ACNielsen, Retailization presents an innovative and pragmatic seven-step programme to guarantee your survival by realizing the full retail potential of your brand. Drawing on countless case studies including leading international giants such as Procter & Gamble, Apple and LEGO, Retailization shows you how to rethink, reimagine and restructure your entire business and brand efforts in this new competitive landscape. We used to live in a world where brand power was everything, but slowly and inexorably it is being replaced by retail power. When the largest retailer in the world is now several hundred times larger than an individual brand, it is clear where the real power lies. When only a few retailers control 75 per cent of an individual market, while the biggest brands control less than 1 per cent, it is clear where the real power lies. However, you too can live and thrive with that new power if you "retailize" your entire organization from top to bottom and connect your shoppers to brands through the power of retail thinking. Retailization is essential reading for sales and marketing professionals, brand managers and business managers who want not only to survive, but thrive. Support and the latest information is provided by a companion website www.retailization.com REAR COVER: "In this new age of retailer dominance, Retailization must be read by marketers in every company and their advertising agencies. It is a book of fact, not fancy, and conclusions based on reality, not hype. It's a learning experience for anyone selling anyone selling at retail. It's a learning experience for anyone selling almost anything." Allen Rosenshine, Chairman, BBDO Worldwide "Keep this book away from your competitor! Retailization offers a fascinating insight into the world of retail branding version 2.0." Martin Lindstrom, Brand Futurist and author of BRANDsense and BRANDchild "With audiences fragmenting and media proliferating, Retailization makes a compelling case for the emerging authority of the retailer. It does so with an assembly of facts, figures and cogent argument. Thank God it concludes that brands need retailers and retailers need brands." Michael Baulk, Chairman, AMV BBDO UK "This book's emphasis on the shopper and the shopping experience versus the consumer and the product consumption experience differentiates it from all other brand marketing books. Retailization is an interesting read that draws upon extensive research findings and features numerous marketplace examples." Brad van Auken, speaker, writer, consultant, and author of The Brand Management Checklist "Retailization will stretch your mind and cLincoln, Keith is the author of 'Retailization Brand Survival in the Age of Retailer Power', published 2006 under ISBN 9780749446895 and ISBN 0749446897.