What makes a brand successful? — Part 2

The last posting dealt with what success is not about. Let’s turn to the positive side.

In my experience it’s three “buckets” in the following order – the manufacturer, the trade and the consumer.

Oh yes, in the booze business, before you get to market/sell a brand to consumers, you’ve got to pass through the first two gates.

Corporations/manufacturers ‘talk the talk’ about brand investment and new product development. But unless there is vision at the top, strong senior management support, tolerance for out of the box thinking and, of course, willingness to take risk – nothing will happen.

The people on the street can make or break a brand, even more than consumers. Sure, it’s about incentives but it’s also about involvement, managing expectations and re-orders not just placement.

Consider this:

A salesperson sells two cases of a new brand and the retailer moves 6 bottles in a few weeks. Chances are he/she will see the brand as a slow mover because there is a case and a half left. If the retailer had bought one case and 6 were left after a few weeks, the retailer thinks the product is “flying off the shelves”.

So far as the consumer is concerned — and by no means am I minimizing their importance – it’s about the trade influence, brand uniqueness and relevance. Line up all three of these pieces and you can actually hear the crack of the bat.

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