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		<title>Have it your way: Using retail customization to drive brand engagement.</title>
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		<pubDate>Thu, 14 Jan 2010 17:50:18 +0000</pubDate>
		<dc:creator>David Wiggs</dc:creator>
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		<category><![CDATA[Coca Cola]]></category>
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		<description><![CDATA[Brands need to see customization for what it is: one more example of a marketing dialogue with customers.  Will an individual’s sneaker design drive sales for a global sneaker brand like Keds?  Unlikely, but customers taking ownership of a product at that level develops fierce loyalty, creates buzz and bolsters the overall impression of the brand—all of which typically lead to an uptick in sales—eventually.  But what if it doesn’t?  Is that a bad thing?]]></description>
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		<title>Have it your way: Using retail customization to drive brand engagement.</title>
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		<pubDate>Wed, 14 Jan 2009 18:20:37 +0000</pubDate>
		<dc:creator>David Wiggs</dc:creator>
				<category><![CDATA[advertising]]></category>
		<category><![CDATA[brand development]]></category>
		<category><![CDATA[brand loyalty]]></category>
		<category><![CDATA[build your own Barbie website]]></category>
		<category><![CDATA[Burger King Have it your way]]></category>
		<category><![CDATA[Chris Anderson]]></category>
		<category><![CDATA[Coca Cola]]></category>
		<category><![CDATA[Custom Jones Soda six pack]]></category>
		<category><![CDATA[Customize a tee shirt with Threadless]]></category>
		<category><![CDATA[Customize a tee shirt Zazzle]]></category>
		<category><![CDATA[Customize and market your own tee shirts]]></category>
		<category><![CDATA[Freestyle soda fountain]]></category>
		<category><![CDATA[James Othmer Adland]]></category>
		<category><![CDATA[Keds]]></category>
		<category><![CDATA[New Coke marketing fiasco]]></category>
		<category><![CDATA[NikeID]]></category>
		<category><![CDATA[Office Max Elf Yourself]]></category>
		<category><![CDATA[personalized M&Ms]]></category>
		<category><![CDATA[The Long Tail]]></category>
		<category><![CDATA[Wall Street Journal]]></category>

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		<description><![CDATA[Brands need to see customization for what it is: one more example of a marketing dialogue with customers.  Will an individual’s sneaker design drive sales for a global sneaker brand like Keds?  Unlikely, but customers taking ownership of a product at that level develops fierce loyalty, creates buzz and bolsters the overall impression of the brand—all of which typically lead to an uptick in sales—eventually.  But what if it doesn’t?  Is that a bad thing?]]></description>
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