Looking for case studies

From: Nick Wreden <nick_at_fusionbrand.com>
Date: Thu 18 Mar 2004 08:44:32 -0600

I have just signed a publishing contract for a sequel to my current
book, FusionBranding: How to Forge Your Brand for the Future. The new
book, tentatively entitled Branding for Profitability & Accountability,
will detail how companies can establish the metrics and processes that
ensure a profitable brand. In other words, it is branding that even a
CFO can love.

I am looking for case studies with specific metrics involving
retention, customer equity, customer lifetime value, customer value
measurement/management, profitability, loyalty, share-of-wallet, etc.

Other areas that will be covered include segmentation based on
profitability, cost-of-service/processes etc. as well as customer
planning aimed at increasing customer profitability. I am especially
interested in identification of unprofitable customers (on average, 15%
of any firm's customers are unprofitable) and strategies to deal with
unprofitable customers. I am open to considering other branding
metrics, but again the numbers must be relevant to a CFO.

Fidelity Investments, Royal Bank of Canada and other well-known case
studies are models for the stories I'm looking for.

I am particularly interested in non-U.S. case studies, especially those
from Europe and Asia.

Ideally, I'd like to be able to mention the name, but blind ("major
soft drink producer") studies are fine. The information can be
communicated via prepared text or an interview, but in each case it is
vital to provide relevant numbers or percentages.

You'll have the opportunity to review final text before publication.
In addition to long-term book visibility and potential magazine/journal
articles, I'll also promote the company and/or vendor in my seminars.

Feel free to email me (nick_at_fusionbrand.com) for additional details.
And please pass this request along. Thank you for your help. N.

Nick Wreden, MA, MS
Branding profitability and accountability
based on customer loyalty, evangelism and measurement
Author, FusionBranding: How To Forge
Your Brand for the Future
Customer loyalty newsletter: info_at_fusionbrand.com
Branding blog: http://fusionbrand.blogs.com/
http://www.fusionbrand.com






Received on Thu Mar 18 2004 - 08:44:32 CST