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1 the rise of the retailer: the first squeeze is only going to get bigger and bigger welcome to the age of the retailer brand inertia the big keep getting bigger hypermarketing the world the silent conspiracy the global e-qualizer everybody loves a retailer retail is everyone's priority 2 the age of the shopper: the second squeeze takes its throne we shop, therefore we are! getting the value proposition right shopper power six seconds 3 the private dilemma: the third squeeze shows its strength the international retailization study 25 the replaceable or irreplaceable brand brands on the shelves the rise of private labels no longer me-toos what is quality? the lost brand sale the point of contact tesco cola putting the squeeze back on the winning private label business 4 the new communication world: the fourth squeeze rethinks its role the good old days unsqueezing the brand 5 retailization: unsqueezing the squeeze so what exactly is retailization? creating sale(s) an armani latte an applelicious experience aida or is it adia? buy me! try me! getting retailized 6 the blood pack: introducing the retailization process let us retailize 7 step 1 the arena: dealing with where we create our sale(s) key points the starting point where? who owns the arena? retail success proprietary distribution reinvention coopetition sleeping with the enemy everybody can coopetete point of profit key things to do now 8 step 2 competitive context: who are we stealing sale(s) from? key points the gladiators the business of stealing choice building your business on the failures of everyone else constantly out-innovating create real choice where choice has been forgotten the business of stealing choice key things to do now 9 step 3 the shopper: who is driving our sale(s)? key points who and how? can you count on the consumer? shoppers are setting the agenda welcome to the age of

Retailization: brand survival in the age of retailer power