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VW Home2023-05-26T16:08:38-06:00

WHAT MAKES A BRAND PREMIUM?

As part of the remarkable team who established the Bose consumer brand market position, I walked away with the lived experience and functional understanding of the essentials to establish and build a leading premium brand.

Essentials:

  • Innovative ProductsTable stakes
  • Brand EquityThe only sustainable competitive advantage
  • Customer ExperienceAn understanding of why your consumer buys
  • Channel ManagementThe linchpin for success, primary area of self-inflicted errors

Objectives:

  • Brand DemandPull product through channels to consumer
  • Brand PassionEnthusiasm from team to retailer to consumer
  • Category ShareConfident, calculated leadership
  • Strategic PartnersWho you sell to matters

Ultimate Outcome:  Sustained Profitable GrowthBrands are a company’s most valued asset

DISTRIBUTION CHANNEL MANAGEMENT

‘Managing the flow of goods, through every possible path, from the warehouse to the end consumer.’

What I’ve Learned

  • Brands generally think of this as an outward focused strategy, but it must be coordinated within the organization to be effective.
  • If internal systems and processes—especially between Marketing, Sales, and Direct-To-Consumer (DTC) Ecommerce departments—are siloed, executing the external dynamics of product distribution, and pricing, are fatally flawed from the start.
  • Any actions that do not address internal systems and process shortcomings are the root cause of the self-inflicted unforced errors that lead to The Commoditization of Premium Brands.

Why It Matters

It is the responsibility of the brand to create a price stabilized market environment, the ability to drive revenue without the need to discount, not the retailers.

The Bose experience formed the basis of our integrated Distribution Channel Management Platform toolchain, mitigating the cost, risk, and uncertainty of trial-and-error tactics in piecing together a patch work of off the shelf tools and services.

DECISIONS GPS CHANNEL MANAGEMENT PLATFORM

Built with leading premium consumer brands for premium consumer brands.

“I hear everything you’re saying, I love it and I don’t think I’ve ever had a guest pull together so much of what we talk about here on the podcast like you!”

Kristin Carpenter, Host & CEO/Founder, Verde Brand Communications
PODCAST CLIPS

WHEN DISTRIBUTION CHANNEL MANAGEMENT FAILS

“Most sales leadership has not properly evolved for the vicious forces of online E-commerce”

James Thomson, Partner, Buy Box Experts

“12% of respondents strongly agreed their leaders had the right mindset, 9% strongly agreed their leaders had the proper skills to lead in the digital economy.”

Internet pricing and stabilizing margins
  • ‘I know they’re toxic, I can’t lose the revenue’

  • ‘Do What it Takes to Hit the Number’

  • ‘We’ve Always Done it this Way’

  • Ill Conceived Ecommerce & Amazon Strategies

  • Using MAP as a Weapon

  • Every Order is a Good Order

RECENT CLIENTS AND FOUNDATIONAL HERITAGE

Vision Werks in your inbox

“Working with you at the fundamental level in addressing root cause and making the hard decisions to set brands up for success should be a prerequisite for becoming an Indigitous client!”

Larry Pluimer, Founder Indigitous & Prime Gear Direct

“You started the brand protection industry”

Lisa Stein, Founder , ORIS Intel/Prowl now Price Spider

LET’S START A CONVERSATION

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