Retailization: Brand Survival in the Age of Retailer Power

Retailization reveals how successful brands survive in a retail environment dominated by powerful retailers and knowledgeable shoppers, and provides practical advice on how brands can realize their full retail potential.

Retailization illustrates how brand power is slowly and inexorably being replaced by retailer power - whether we like it or not, retail is now central to all business decision-making.

Many brands lack the tools needed to prevent them becoming trapped between massive, global retailers and well-informed, demanding shoppers. In this new retail-centric world, marketing as we know it is being severely challenged, and there is an overwhelming need for fresh thinking and new tactics.

Based on a 'Retailization' study conducted by A.C. Nielsen, part of VNU, a world leader in marketing information, media measurement and information and business media, Retailization reveals how the world's most successful brands sell themselves in today’s evolving marketplace.

Retailization shows how to transform the entire organization from top to bottom in order to help regain brand power in a retailer-dominated world.

Keith Lincoln has been working in communications for nearly 30 years. He is well known as the author of numerous ground breaking global trend studies. Keith is a former strategy manager for General Foods Europe, board director of WCRS advertising in the United Kingdom, Senior Vice President of BBDO New York, and Executive Vice President of Young and Rubicam Europe. He has won a gold US EFFIE for his work on Gillette. Keith has run his own dedicated international brand consultancy, FACES International, for the last eight years, and is a visiting lecturer at INSEAD.