‘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 Leadership, 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.
- The shortcomings of internal systems and processes 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, to drive revenue without the need to discount, not the retailers.