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 Customization of Consumer Products

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YSL
Wallflower
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Number of posts : 44
Registration date : 2006-09-19

PostSubject: Customization of Consumer Products   Thu Oct 12, 2006 3:07 am

Conventionally, brands are shaped by marketers. However, in the ANA (Association of National Advertisers) conference keynote address last Friday, Procter & Gamble CEO A. G. Lafley encouraged marketers to surrender the control of their brands to consumers: http://adage.com/ana06/article?article_id=112311 . This remark actually came from the chief of a company that is known to be proficient in controlling consumer perceptions of their brands. Lafley argued that due to media fragmentation and rise in user-generated content, marketers were more likely to succeed if they let consumers be in control.

I guess this account for the increasing number of companies that allow consumers to customize products over the internet. Besides customizing PCs, consumers can now customize cars, shoes, and apparels. The following is a list of product customization websites:

Daimler Chrysler www.mercedes-benz.com.sg/amw/emb/sg/0-259-151380-1-0-0-0-0-0-0-0-936-0-0-0-0-0-0-0-0.html
Jaguar www.jaguarusa.com/us/en/xk/build_your_xk/build_your_xk.htm
Volvo www.volvo.com/trucks/uk-market/en-gb/trucks/Volvo_FH_2005/cabs/cab-exterior/exterior.htm
Dell www.dell.com
IBM www.pc.ibm.com
Converse www.converse.com
Nike http://nikeid.nike.com

The picture below shows a converse shoe designed and personalized by me at converse.com. Christmas is coming. santa

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iez
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Number of posts : 47
Age : 36
Location : singapore
Registration date : 2006-09-18

PostSubject: Re: Customization of Consumer Products   Wed Oct 25, 2006 1:32 am

mass costumization, something that will surely win the market soon!
people like to have their own identity, especially for costumer products.
geek dance
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