Book Summary Preview :
Building Brandwidth

Introduction
In the book, the authors explain why:

• Building brandwidth is not about being trendy. It ‘s about closing the sale online and using some of the back-to-the-future principles of e-merchanting to do that.
• Everything you knew about mass marketing is over. Today, customization rules, and that means customerization rules.
• Customers don’t care if your web site has the coolest technology — they want to know how it can benefit them and how different it is from others site.
• Creativity isn’t about being obscure. Creativity means doing the hard work of communicating what your business can do that competition can’t.
• What applies to e-companies now applies to all companies. The new and old economies have fused into one hypercompetitive transformed economy.

Brandwidth

The authors define brandwidth as follows: “The winning companies will be the ones who build their brand strongly in all of the channels and for all of the possible purchasing occasions. That’s building brandwidth.” The authors take the building of value quite seriously. They consider building value the raisson d’etre of marketing. They remind the reader that everything that a company says or does adds or subtracts to their value. . . . . . .