Strategy+business magazine's best marketing book of 2005. Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud. While branding strategies often concern themselves with "awareness," "visibility," "impact," and "image," author Nick Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits. Wreden looks at the inefficiencies of traditional branding strategies that stress customer acquisition over customer retention. Customer loyalty, he argues, is the key to delivering profitability. With this in mind, he explores loyalty schemes, the need to own the customer experience, and the means of leveraging allies as brand ambassadors. He covers topics such as segmentation, optimization, pricing, and communication strategies and explores accountability systems such as six sigma, CRM, and scorecards., Benefit from a comprehensive metrics-based approach to branding that directly links branding activities with bottom-line results, including common benchmarks to ensure customers buy not once, but again and again., Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud. While branding strategies often concern themselves with "awareness," "visibility," "impact," and "image," author Nick Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits. Wreden looks at the inefficiencies of traditional branding strategies that stress customer acquisition over customer retention. Customer loyalty, he argues, is the key to delivering profitability. With this in mind, he explores loyalty schemes, the need to own the customer experience, and the means of leveraging allies as brand ambassadors. He covers topics such as segmentation, optimization, pricing, and communication strategies and explores accountability systems such as six sigma, CRM, and scorecards. Citing examples from global brands such as IBM, Disney, Amex and KLM, the book highlights marketing practices both good and bad., Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, and align the organization - including marketing - with common benchmarks that ensure that customers repeat purchase. It also illustrates how organizations can do business on customer terms - the one competitive differentiator that cannot be duplicated in today's consumer economy. Focusing on concepts which have often been ignored - including profitability, accountability and sustainability - and packed with global examples from IBM, Disney, Amex and KLM, Profit Brand highlights both good and bad marketing practice. This is essential reading for branding and marketing professionals, CEOs, finance directors, and students of business and marketing., While branding strategies often concern themselves with "awareness," "visibility," "impact," and "image," author Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits.
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Introduction
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Branding: Yesterday, Today and Tomorrow
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Forging a ProfitBrand in the Customer Economy
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Customer Equity: The Key to Accountability
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How to Calculate Customer Equity
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Divide and Conquer: Take Care of Customers Worth Taking Care Of
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Winning Strategies to Increase Customer Profitability
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Increasing Customer Profitability Through Pricing
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ProfitBrand Principles for Brand Communications
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Establishing Accountability Through Branding Systems
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Establishing Accountability Through Effective Metrics
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ProfitBrand Service: Owning the Customer Experience
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Loyalty: The Tie That Binds
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Orchestrating Allies: No Brand Is an Island
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Conclusion
