Cyberbranding: Brand Building in the Digital Economy

Customization to Build Relationships

A Wall Street–type executive walks into a custom tailor shop for men. He goes in and is greeted cordially by the tailor, who introduces himself as the shop owner. First the man tries on his new suit for the tailor, buttoning it completely to begin the tailoring process. The tailor then pulls the suit taut and begins to take the man’s measurements. First he checks the back of the suit and then starts to measure the length of the arms. The tailor finishes the process by checking the man’s waist size and pants length. This is traditional customization. The man pays more for a suit that fits his physique perfectly. Customization is costly, but leads to a finished and preferred look (more than if the suit were ...