WHOLESALE PARTNER ALIGNMENT MAKES OR BREAKS A PREMIUM BRAND
Path to Accelerate Profitable Growth – Create the Conditions for Success
1) Product Innovation – Table stakes
3) Customer Experience – Interaction and perception when engaging a brand
5) Brand Equity – The most valuable, sustainable competitive advantage
7) Strategic Partners – Who you sell to matters
2) Brand Story – The brand IS the story told
4) Capturing Attention – Attention is a scarce and it’s the mother resource
6) Channel Management – Linchpin for success, key area of self-inflicted errors
8) Category Share – Core category leadership with Strategic Partners
CREATING WHOLESALE PARTNER ALIGNMENT IN THE NEW ENVIRONMENT OF ATTENTION SCARCITY AND PRODUCT ABUNDANCE
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.
- 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.
- 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 self diagnosis with associated internal systems and processes are the root cause of the self-inflicted unforced errors that lead to The Commoditization of Premium Brands.
What Vision Werks Offers
- We have decades of in-the-trenches foundational knowledge of what it takes to build a successful, in-demand, premium consumer brand and effectively manage distribution channels.
- Those experiences have formed the basis for our integrated Wholesale Partner Alignment Framework, that has been further refined over years with leading premium consumer brands.
- The Wholesale Partner Alignment Framework mitigates the cost, risk, and uncertainty of trial-and-error tactics that result from piecing together a patch work of homegrown processes, and frequently ineffective, disparate 3rd party ‘solutions’.
WHOLESALE PARTNER ALIGNMENT METHODOLOGY
The Levers That Move The Business Forward
WHEN WHOLESALE PARTNER EXECUTION 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”
