the untold story...

The untold story of how to survive the potentially brandless future we all face!

Available worldwide from May 31st, 2006. Retailization is both insightful and frightening at the same time. Whatever you wish to call it, anyone who wants a competitive edge can't afford to ignore it. It's guaranteed to help you survive the difficult world we face.

For the first time Retailization tells the true story of what it increasingly takes to survive as a brand these days in an increasingly unbalanced commercial world. Retailization shows that the brand world is literally out of control in the one trillion global world of retailers. It's not what you sell these days that's important, it's if you can or are allowed to sell. In Retailization, international branding and communication experts, Lars Thomassen, Keith Lincoln and Anthony Aconis probe and analyze the relationships between today's brands and the powerful retailers and in-charge shoppers that surround them. And threaten their very survival. Drawing on the most extensive global analysis of the world of retail ever undertaken, including a 'Retailization' study conducted by A.C. Nielsen, one of the world's leading research companies, Retailization reveals how the world's most successful brands sell themselves in today's challenging marketplace. Retailization tells you how you too can escape from this pressure and re-ignite the potential brandless world we face. How the relationships between retailers, shoppers and brands have to be aggressively cultivated for the sake of all our futures.

Retailization tells the global story of:

• How brands have been squeezed literally to near death.
• Why increasingly powerful retailers dictate your very ability to sell.
• How the shopper has taken charge of brand destiny.
• How private label has become the ultimate brand replacer.
• How conventional communications is failing the marketing process.
• What brands have to do to survive.
• How to rethink, reimagine and restructure your brand effort.
• The seven steps you need to take to retailize your organization. Who is surviving and why?

Who for?

The book is packed with key facts and insightful case studies to empower top executives, marketing, sales and business people of all kinds with an understanding of this critical strategic issue.