Description
Book SynopsisTrade Review"Demonstrates keen insight into the growing complexity of people's lives and the need for brand marketers to understand the importance of stress reduction and simplicity in their approach. The book lays out a clear, focused strategy that will be a key ingredient for building successful relationships between people and brands in the 21st century." -- Doug Daft, Chairman and CEO, The Coca-Cola Company
"A breakthrough book that introduces one of the big ideas of the next decade. The 4 R's will become a key conceptual management tool in today's complex, cluttered, fast-changing environments. And rarely is so important a book so fun and inspiring." -- David A. Aaker, Vice Chairman, Prophet Brand Strategy, and co-author of
Brand Leadership"The 4 R's will be especially helpful to marketers in our rapidly changing marketplace." -- R. L. Wehling, Global Marketing Officer, Procter & Gamble
"In a world of dizzying technological change and ever-expanding choice, simplicity becomes the ultimate customer benefit. The 4 R's are the blueprint for delivering it. Must reading for all marketers and CEOs." --Stephen Graham, former VP Marketing Communications Worldwide, AT&T
"A clear new way of thinking about marketing in a fragmented digital age. We're using the four R's to build sales, brand equity, and competitive advantage for Fortune." --Jack Haire, President, The Fortune Group
Table of ContentsContentsAcknowledgments
Introduction
PART I The Buying and Selling Environment in the Digital Age1. Too Much Choice
2. Becoming Part of the Solution
3. The 4 R ?s of Simplicity Marketing
PART II Strategies: Applying the 4 R's for Competitive Advantage4. Replace: Substitution and Consolidation
5. Repackage: Aggregation and Integration
6. Reposition: Simplifying the Customer Brandscape
7. Replenish: Continuous Supply, Zero Defects, and Competitive Price
PART III Managing Simplicity8. Visible Simplicity,Invisible Complexity:The Role of Information Technology
9. Integrating Simplicity Marketing into Brand and Product Strategy
10. The Bottom Line: Converting Customer Stress Relief to Shareholder Value
Endnotes
Index
About the Authors
