However, in the competitive channel marketplace, OEMs and VARs face multiple obstacles in improving sales effectiveness.
To increase revenue and a company’s presence in the market, OEMs and resellers must analyze current company perceptions. Branding in the channel can be compared to Hollywood: the bigger the name, the bigger the seller. A top way for channel marketers to make their brands known is by creating compelling thought leadership that discusses top buyer pain points. Marketing company messages, research and insights also is a vital step in improving brand reputation and penetration.
This strategy is especially true for OEMs and resellers that specialize in specific market segments.
In the blog entry, titled “A B2B Channel Mid-Market Reality: One Size Doesn’t Fit All,” Gonzalez shared the benefits of this approach.
Today’s research-dependent marketplace presents an optimal opportunity for OEMs and resellers to get in sync with customer preferences Jim McKinnis, CMO of The Kern Organization, told Channel Marketer Report. B2B buying behavior is shifting: end-users are more focused on independent research and interacting with brands in a more intimate, casual manner. Once companies initiate a relationship, it is up to both parties understand each customer’s unique needs and most importantly, deliver on them without comprising the overall brand image. Retail Tech, a point of sale hardware reseller for IBM, Epson, Panasonic and Motorola, like others, struggles with standing out in the crowded channel. Although OEMs provide partners with titles and certifying resellers based on courses they complete and the amount of sales they close, sometimes this is not enough to boost profit, according to Samantha Noble, Marketing Manager for Retail Tech. Maximizing brand awareness relies highly on integrating the value and contribution of both OEMs and partners, Noble noted. Emphasizing the need to maximize channel partnerships, Noble discussed the work Retail Tech did with Agilysys and RTC for Duane Reade in 2010. Channel Marketer Report (CMR) is a targeted e-media publication covering the latest solutions, trends and strategies to help companies optimize their marketing, both to and through their partner networks. An efficient branding strategy is possible with an effective research of different types of needs as well as expectations of individuals who purchase your product. Building a powerful and distinctive identity is among the most essential procedures in developing a branding technique. Branding Strategy Insider readers know, we regularly answer questions from marketers everywhere. These products were met with enthusiasm and eventually, consumers demanded even simpler and more effective ways to clean their homes. Companies that know their brands well will have a good understanding of the equity of each brand. P&G wanted to find out if consumers would expect Crest to offer a whitening product and if so, purchase this new product based on their preference for the Crest brand. Best in class brand licensing programs are designed with a highly strategic process that aligns the meaning of your brand with the licensed brand. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. A brand’s identity is a combination of visual, auditory, and other sensory components that create recognition, aid in memory encoding and decoding, represent the brand promise, provide differentiation, create communications synergy, and are proprietary. Everything we experience in life is imprinted into our memories, and becomes a part of our subconscious mind. Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands.

And to reinforce what you should be measuring, it would include brand awareness, relevant differentiation, value, accessibility and emotional connection. While channel participants have the same goal of increasing mindshare and improving up-sell and cross sell opportunities, some partners fall flat in creating compelling, brand-savvy campaigns and messaging. From there, channel marketers can strategize to develop an optimal branding strategy, branding expert and author Karen Post told Channel Marketer Report. With a crowded marketplace and an abundance of good choices and limited bandwidth for end-users, OEMs and VARs must decide on a brand strategy that is best for their joint well-being, according to Scott Gillum, President, Practice Leader Channel Marketing at gyro, a B2B advertising agency. OEMs and resellers must have a firm understanding of their target audience, their pain points, and wants and needs to determine the optimal channel to relay information.
For example, companies that provide solutions and technologies for the IT and Telecom niche areas can focus on providing educational content that will really serve these markets and become “trusted advisors,” according to Laz Gonzalez, Service Director of Channel Management Strategies for SiriusDecisions.
Furthermore, channel marketers must think outside the box to guide prospects and customers along the buying journey, not force them through it.
That is why, despite usage of logos, messaging and value propositions, it is more vital than ever for OEMs and partners to be seen as approachable and understanding of buyers’ pain points and preferences. Then, companies can work together to fuel their channel with strong marketing messages, and the resources to match. Along with POS hardware, the company allows end-users to extend their hardware lifecycle, reduce maintenance costs, provide system integration and logistic services, develop hybrid solutions and provide end-of-life hardware disposal. Working closely with industry analysts and experts, Alicia reports on the latest news, technologies, case studies and trends coming to forefront in the channel marketing world.
Good personalization strategies call for your manufacturer communications, analytical methods, and innovative positioning.
It consists of unification of the brand, effective communication of the brand information, research techniques, and numerous strategies. As many of us are aware, Crest Whitestrips have performed well in the marketplace, achieving high rankings and advocacy ratings. Clean, P&G discovered that consumers expected the company to offer cleaning accessories under the Mr. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.
Higher profile brands can expect debates, more debates, rejection and failure from less than optimal designs.
It really pays for marketers to do some logo testing in order to make sure they are hitting the mark. The Jungian-based psychology behind the use of archetypes began in earnest shortly after World War II. There are a few ways to address the problem you anticipate encountering with Nigerian business executives.
While integrating accurate brand messaging and imagery is important in making OEMs and partners stand out, it is vital that all parties be seen as industry thought leaders.
With a focus on emerging marketing strategies, including social, mobile and content for demand, Alicia hones in on new ways for organizations to market to and through their partner networks.
Increasing competition running a business develops comparable products with top quality from various manufacturers. It consists of tasks for example tracking as well as measuring of the brand endeavors, measuring their own performance, managing the actual visual identity from the brand, as well as maintaining the corporate status. The stronger a brand’s reputation, the higher the value of the brand and the greater revenue it will drive for its owner. Over time, the brand gained a strong reputation for its ability to clean effectively on a variety of surfaces.
Clean brand can be found on an expansive list of products including scrubbing tub and shower pads, Magic Eraser cleaning pads, auto dry car wash systems, multi-surface disinfecting wipes, rubber gloves and many other products.

Often brand managers will leverage a brand’s equity to enter or extend their brands into new product categories to help drive strategic growth for the company. While P&G decided to enter the whitening category by sourcing the product overseas and distributing globally, they could have chosen either to manufacture it themselves or enter the market through licensing and have their licensee manufacture and distribute the product. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
Keep in mind as you move through this process, successful brand identity development and change begins from within. Busy high status people often respond better if they are provided with a monetary incentive. Through her work with G3 Communications, Alicia also acts as Associate Editor for Retail TouchPoints, a digital publishing network focused on the customer-facing area of the retail industry.
Prospective licensees seek to license brands with the strongest reputation, as these are the brands consumers demand and retailers prefer most. In this instance, they decided to enter the market by licensing the category to Magla, a company that already had expertise and presence in this category. Join us for The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, May 2-4, 2016 in San Diego, California. For instance, when we seek the input of physicians, we often have to pay them $250 apiece to participate in the research.
You would still have to pay them an incentive to participate, but you would get a more in-depth read on their perceptions of the category and the brand.
A correct branding technique begins along with analyzing numerous measurable benefits of your item over your competition.
Brand focusing on and positioning assist you in defining such things as your manufacturer character, availability of the product on the market, and trustworthiness of your item. In common, an efficient branding technique helps your company attain much more profit, whilst developing quicker.
The stronger the brand, the higher likelihood retailers will buy the licensed products and that they will be subsequently purchased by consumers.
A fun, competitive-learning experience reserved for 50 marketing oriented leaders and professionals. Some companies will not allow the personal receipt of such incentives, so sometimes we donate the incentive in their name to one of a few pre-selected charities or to the charity of their choice. Brand loyalists and advocates look to their preferred brands to deliver more and better products year after year.
By owning a brand that can be extended into numerous categories, companies are able to attract and retain multiple prospective licensees. Another option is to schedule a time for them to take the survey with their secretary or personal assistant.
When this occurs, the brand gains permission to extend into categories that complement its original offering. Using licensing to augment internal resources actually accelerates a company’s overall time to market.
Calling them on the telephone to invite their participation and to follow up on their participation also helps.
Clean brand to offer additional products that simplified and enhanced the household cleaning experience. Your input will be of great use to us as we strive to improve our brand and its products and services.

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