Introduction -- 1 Branding: yesterday, today and tomorrow Mass-economy branding: mindless pursuit of 'share-of-mind' ; Customer economy: customers define brands ; Demand economy: look ahead to avoid being left behind ; Conclusion -- 2 Forging a FusionBrand in the customer economy Retention branding: doing business on customer terms ; Three Es of FusionBranding: emotional, experiential and economic value ; FusionBranding process: find, keep, grow and profit -- Conclusion -- 3 Customer equity: the key to accountability Customer equity: importance of lifetime customer value ; Loyalty: foundation of customer equity -- Customer equity: getting started with data and tracking ; Conclusion -- 4 How to calculate customer equity Customer equity: running the numbers ; Customer equity obstacles: difficulties of data capture -- Acquisition equity: what are prospects worth? ; Conclusion.

5 Divide and conquer: take care of customers worth taking care of Segmentation strategies: right value to the right customers ; Segmentation risks: painting yourself into a corner ; Conclusion -- 6 Winning strategies to increase customer profitability Customer planning: minimize brand spending, maximize customer spending ; Increasing penetration: tactics to expand profitability ; Unprofitable customers: identify, upgrade or fire ; Customer recovery: getting the profitable back ; Conclusion -- 7 Increasing customer profitability through pricing Pricing basics: a 60-second primer ; Price hikes and drops: match customer value ; Conclusion -- 8 FusionBrand principles for brand communications Communication goals: striving toward adoption ; Constituencies: communicating with communities -- ; Communication principles: eternal verities of branding ; Conclusion.

9 Establishing accountability through branding systems Strategic systems: eyes on the big picture ; Tactical systems: identifying, monitoring and measuring -- ; Conclusion -- 10 Establishing accountability through effective metrics Finding the right metrics: financial, customer and operational ; Voice of the customer: learning customer value ; Satisfaction versus accountability: which metric for success ; Customer scorecards: benchmarks for accountability ; Conclusion -- 11 FusionBrand service: owning the customer experience End-to-end customer service: 'The Customer Experience: Own It' ; Institutionalization of customer knowledge: insights for all ; Customer culture: ultimately, it is all about people ; Execution: separating FusionBrand winners from losers ; Conclusion.

12 Loyalty: the tie that binds Types of loyalty programmes: five paths to closer relationships ; Keeping the faith: making loyalty programmes work ; Future of loyalty programmes: trends with the most impact ; Conclusion -- 13 Orchestrating allies: no brand is an island Ambassadors at large: leveraging evangelists ; Delivering the goods: enlisting supply chain partners -- ; Adding value: leveraging channels ; Grand alliances: leveraging partnerships ; Conclusion -- 14 Conclusion -- Afterword -- References -- Further reading Index -- List of figures Figure 1.1 Branding models Figure 3.1 Brand versus customer equity Figure 5.1 Customer profitability segmentation Figure 5.2 Customer planning Figure 10.1 Measuring accountability List of tables Table 1.1 Branding model comparisons Table 3.1 Traditional view of profitability Table 3.2 Why not view profitability by customer? -- Table 4.1 Retention analysis Table 4.2 Calculating RFM, part 1 -- Table 4.3 Calculating RFM, part 2.

Table 4.4 Customer equity dashboard Table 4.5 Retention-based equity Table 4.6 Fill-in-the-blank customer equity calculation Table 4.7 Standard customer equity: formula Table 4.8 Standard customer equity, part 1 -- Table 4.9 Standard customer equity, part 2 -- Table 5.1 Sales volume segmentation Table 5.2 Sales by customer longevity Table 6.1 Determining available resources Table 6.2 Segment contact plan Table 6.3 Contact potential Table 6.4 Customer contact plan Table 6.5 Penetration analysis Table 10.1 Key branding measurements Table 13.1 Key supply chain metrics Table 14.1 Branding versus FusionBranding.