Focus slogans on how you help customers not on vague but meaningless ideals
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Establishing a degree requirement when you recruit for jobs may do more harm than good.
Slides that no one can read are worse than no slides at all
In the prior two articles of this series, we explored the pitfalls of bad branding and damage branding agencies can do. We outlined the Branding Matrix and how you can use it to understand how much time and money to focus on developing your branding strategy. For the final article in this series, lets talk about the branding strategy itself how should you develop your slogan and your supporting messages?
This article includes:
- The Branding Process
- The Branding Ladder
- Defining the Role of Branding in Your Company
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- MDM-Baird Distribution Survey: Storms Stunt Distributor Growth
- Distributors Up Search Marketing Efforts
- Amazon Business: The Burning E-Platform
Investing in a Cadillac statistical price optimization tool may be overkill for most distributors.
You may not be noticing dramatic changes in your customer base or bottom line yet.
Hunting is in their nature.
Many transactions fall prey to the same mistakes; learn to recognize them.
"Your Amazon Business Playbook," a free report from MDM, is available to download.
Those that don't adapt are doomed to wither away.
In part one of this three-part series, MDM President and COO Ian Heller explored the dangers of working with a pure branding agency and how the wrong partner can do more harm than good for a distributor. In part two, Ian uncovers how you determine the value of branding for your distribution company.
This article includes:
- Sizing the purchase
- Emotional attachments
- The Branding Matrix
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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:
- MDM-Baird Distribution Survey: Storms Stunt Distributor Growth
- Distributors Up Search Marketing Efforts
- Amazon Business: The Burning E-Platform
Part one of this two-part series discussed how Deloittes views on algorithmic risk management generally apply in distribution pricing, and key strategies to consider in managing pricing algorithms. This article, the second and final part of the series, illustrates how some of these issues play out in real-life distribution pricing projects, and offers relevant learnings from successful pricing transformation initiatives.
This article includes:
- Signs of algorithmic risks
- Evaluating the threat
- Common reasons that pricing algorithms underperform
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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:
- MDM-Baird Distribution Survey: Storms Stunt Distributor Growth
- Distributors Up Search Marketing Efforts
- Amazon Business: The Burning E-Platform
When pricing projects fail its often the distributors fault.
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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:
- MDM-Baird Distribution Survey: Storms Stunt Distributor Growth
- Distributors Up Search Marketing Efforts
- Amazon Business: The Burning E-Platform
Can you be like Bezos and avoid making customers pay for inefficiencies?
Speculation on Berkshire Hathaway acquiring a large industrial distributor.
Understand how your customers plan to shop and buy in the future.
This three-part series examines why distributors struggle with branding. In this, the first article in the series, MDM President & COO Ian Heller contrasts the difference between what branding agencies promise and what they actually deliver. He outlines why such agencies have objectives that conflict with yours, and why you should consider pure B2B advertising agencies that do more than just branding.
This article includes:
- Convincing distributors to rebrand
- The myth of branding
- The reality of branding
Subscribers should log in below to read this article.
Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:
- MDM-Baird Distribution Survey: Storms Stunt Distributor Growth
- Distributors Up Search Marketing Efforts
- Amazon Business: The Burning E-Platform
