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Retailization: Brand Survival in the Age of Retailer Power Paperback – August 1, 2009


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Product Details

  • Paperback: 240 pages
  • Publisher: Kogan Page (August 1, 2009)
  • Language: English
  • ISBN-10: 0749453362
  • ISBN-13: 978-0749453367
  • Product Dimensions: 0.6 x 5.8 x 8.8 inches
  • Shipping Weight: 15.5 ounces
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #2,058,511 in Books (See Top 100 in Books)

Editorial Reviews

Review

"This well-designed volume is filled with practical examples and clear prescriptions to cure the central problem under discussion." -- Choice


"Potentially a powerful weapon for any FMCG brand marketer to have in their possession." -- Journal of Brand Management


"Every great political movement, religion and scientific transformation begins with a revolution.  Retailization may well be that revolution in worldwide marketing." -- getAbstract.com

About the Author


Keith Lincoln has worked in international communications and branding for nearly thirty years with Gillette, Nike, and LEGO. 

Lars Thomassen is a leading Danish advertising and communications director. 

Anthony Aconis has worked in advertising in New York and Scandinavia. He is the founder of Fireball, a marketing consulting firm.

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Customer Reviews

4.2 out of 5 stars
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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By James E. Lucas on August 15, 2006
Format: Hardcover
A shopper marketing manifesto. A must read for marketers.

The emergence of an attention economy has been accompanied by knowledgeable, discriminating shoppers and increasingly powerful retailers. In such an environment, Retailization represents a survival guide. It provides both an overview of current market forces and a step-by-step process for thriving in the evolving world of shopper marketing. It serves as a manual for helping brands put their best foot forward in the retail environment.

After setting the stage with their analysis of the 4 "squeezes", Thomassen, Lincoln and Aconis provide a 7 step Retailization Process for reviving and revitalizing brands in today's environment. This process helps meet the needs of 3 constituencies--provide value for the shopper, help differentiate the retailer and sell the brand.

Retailization helps understand and overcome the dilemmas facing marketers today, while providing numerous insights and approaches to overcoming such dilemmas. Definitely worth several reads!
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2 of 2 people found the following review helpful By Paul Baker on October 25, 2008
Format: Hardcover
The term "retailization" means "optimizing sale(s) by connecting brands to shoppers through the power of retail thinking." Two problems. First, the authors made me read 54 pages before they got to defining the first important "word" presented. This was really annoying. Second, retailization is really just about doing business well by considering the distribution channels and the end user. In other words, I observed a lot of details that made a tortuous maze to the first important big idea. And the big idea was actually something good but not as novel as the marketing people would have liked for me to think.

Having said that, I have to admit that there are some interesting ideas in here. For example, "behind every great brand is an even greater product." Another example is the way they structured sales communications into tryvertising, burzz, subculturizing and communitizing. In addition, the authors have brought in countless examples to clarify often otherwise abstract ideas and references to solidify their claims.

The structure of the book is okay. They pose the "squeeze" problem -- pressures from four groups in the economy. Then they propose the 7-step approach. Adjust the distribution channel, assess your competitors, understand the end user, define the unique selling proposition, do some retail impacting, improve sales communications, and gear the organization towards this effort. Personally, I think that retail impacting would be worth looking at a second time. At the end I felt that the "squeeze" problem section was unnecessarily long, because the steps here should be taken regardless of whether the "squeeze" problem exists or not.
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1 of 2 people found the following review helpful By Elad Granot on June 25, 2007
Format: Hardcover
The authors are correct in stating that retailers are rulers of all marketing. They do not mention, however, the ultimate retailer/brand: Victoria's Secret.
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1 of 2 people found the following review helpful By Remember This on February 14, 2007
Format: Hardcover
An insightful, well thought out and well crafted book on the impact of the big box retail revolution. A must read for brand managers. An easy read as well.
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0 of 1 people found the following review helpful By Rolf Dobelli HALL OF FAME on May 6, 2008
Format: Hardcover
Every great political movement, religion and scientific transformation begins with a revolution. "Retailization" may well be that revolution in worldwide marketing. Of course, from a historical perspective, it is simply a new wrinkle in the 100-year-old phenomenon of the consumer society - but a big one. Lars Thomassen, Keith Lincoln and Anthony Aconis advocate, "putting retail at the center of your business." Brand owners have been trying to do this for decades, but they have ranged from successful innovators to laggards who died or got swallowed by conglomerates or competitors. The authors have re-examined today's conditions in the light of the International Retailization Study 2005, "the largest global study every conducted" about selling branded merchandise, a two-year effort by media pollsters A.C. Neilsen and the BBDO Europe advertising agency. The authors alert any remaining brand-marketing optimists to the new level of competition and offer some concrete strategies. getAbstract recommends this clarion call about the retail revolt.
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