Right Side Up: Building Brands in the Age of the Organized Consumer

by Mitchell, Alan

• ISBN13: 9780002571524
• ISBN10: 0002571528
• Format: Hardcover
• Copyright: 2001-02-01
• Publisher: Harpercollins Pub Ltd

Table of Contents

Introduction	1	(14)
Marketing turned right side up
PART 1 FROM OFFER TO AGENT
The agency revolution	15	(21)
Why helping buyers buy, rather than helping sellers sell, changes everything
On the shoulders of giants	36	(5)
Win-win: the secret of industrial age marketing's amazing success
The great incubus	41	(14)
How marketing started adding more cost than value
Wanted: `New! Improved!' marketing	55	(9)
How marketers lost sight of what really matters - win-win outcomes
Two false dawns	64	(12)
Why `emotional value added', relationship and permission marketing are dead ends
Trapped!	76	(5)
Forget `strategy' and `tactics' - see the system at work
At last! An escape route!	81	(12)
Doing old things better versus doing better, new things
PART 2 NEW DIMENSIONS OF COMPETITION
Who is marketing for?	93	(7)
Why, in the future, marketing will be done for and on behalf of buyers rather than sellers
Would your customers buy your marketing?	100	(10)
The consumer pays for your marketing: what value does it add...to the consumer?
Do you provide return on attention?	110	(13)
Why marketing strategies that use consumers' attention are past their sell-by date
How valuable is your offer?	123	(14)
The information age puts people, rather than offers, at the heart of value
Can you still deliver value?	137	(9)
Why traditional industrial age businesses are falling apart - literally
Do you offer `value for time'?	146	(14)
Why the notion of `value for money' is a mind-forged manacle
Why should your customers trust you?	160	(12)
From trust in products to trust in people: can I trust you to be on my side?
Who are brands for?	172	(11)
Why traditional brands are the ultimate in seller-centric narcissism
PART 3 CREATE VALUE `IN MY LIFE'
Create total solutions	183	(19)
What do you really want? Soap powder or clean clothes?
Minimize total purchasing costs	202	(8)
Why what I pay for something is not what it costs me
Reverse the flow	210	(14)
Why literally putting the customer in charge adds so much value
Think `join me!'	224	(17)
`The consumer' is dead. Long live the customer as investor, seller and producer
Embrace `contract-plus'	241	(12)
To get more, you have to give more
PART 4 THE NEW QUALITY REVOLUTION
The new quality revolution	253	(6)
`Address the quality of my life, not just the quality of your product'
Beyond brand experience	259	(13)
The new bottom line for business: maximize experimential profits
Broaden the exchange	272	(13)
Value and values are inextricable: separating them out doesn't work
PART 5 RIGHT SIDE UP IN PRACTICE
Liberating marketing	285	(6)
How new win-wins are changing the nature of business as well as brands
Are agents viable?	291	(10)
The agency business model revisited
Evolutionary trajectories	301	(20)
Can today's offer-brands become tomorrow's agent superbrands?
Notes	321	(14)
Index	335