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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.
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. 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.

I spend most of my time consulting with marketers on brand strategy – helping them to see useful patterns across the competitive landscape where everyone else sees complexity.
Strategic thinking requires you know WHY you are intent on pursuing any particular course of action.
To help you connect with your gift for strategic thinking and the power it has to strengthen your resolve to achieve your marketing goals, here are several attributes and themes that may seem familiar to you and are shared by all strategic thinkers. While others focus on navel gazing their immediate circumstances, strategic thinkers find it incredibly obvious that if you look down the road and decide what you want to have happen when you get there, you won’t be a victim of your current circumstances anymore.
They use their insight and intuition to cull through and discard the potential pathways that lead to resistance and confusion. Thank you Sandra for reading and leaving your comment here… And sharing it on LinkedIn! 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.
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. 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. In many business schools you can learn principles of strategic thinking, but like learning to play the piano, you won’t be very good at it unless you have the innate talent to see things strategically. In my experience, most marketers and brand managers just want to know HOW to get to their goal as fast and efficiently as possible.
Like all natural systems – like breathing – your gifts operate effortlessly mostly under your awareness.
They are always a few moves ahead of where their competitors happen to be on the chessboard of the brandscape.
Join us for The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, May 2-4, 2016 in San Diego, California. There is discussion in progress on LinkedIn group titled “Can you describe Strategic Thinking in one sentence?” that currently has about 1700 comments on it! 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.
Keep in mind as you move through this process, successful brand identity development and change begins from within. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
You may be a brilliant strategic thinker but because it’s so natural to you, you may not acknowledge it and self apply it to your conscious behavior.
These pathways or insights often result in uncanny and creative solutions rich in their obvious simplicity. They’re relentless in their questions, which usually enables them to spot trends that have lucrative opportunities embedded within them.
Then they systematically assess “if this or that happens, can we live with that outcome?”  They are usually more prepared and ready for where events may lead them. If you have the awareness and application of your inner strengths, you’ll spend less time thinking about your shortcomings. A fun, competitive-learning experience reserved for 50 marketing oriented leaders and professionals. 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.

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