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 Products – Table stakes
- Brand Equity – The only sustainable competitive advantage
- Customer Experience – An understanding of why your consumer buys
- Channel Management – The linchpin for success, primary area of self-inflicted errors
Objectives:
- Brand Demand – Pull product through channels to consumer
- Brand Passion – Enthusiasm from team to retailer to consumer
- Category Share – Confident, calculated leadership
- Strategic Partners – Who you sell to matters
Ultimate Outcome: Sustained Profitable Growth – Brands 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.
WHEN DISTRIBUTION CHANNEL MANAGEMENT FAILS
“Most sales leadership has not properly evolved for the vicious forces of online E-commerce”
“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.”
‘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!”
“You started the brand protection industry”
