Sharing experiences to provide an understanding of how to avoid and recover from the patterns common in the self-destruction of premium brands.  As part of the incredible team that built the Bose brand in the consumer market, I walked away with in-the-trenches foundational knowledge of what it takes to build a successful, in-demand, premium consumer brand:

• Innovative products
• Brand equity earned daily
• Profitable revenue growth
• Desire & confidence to achieve top category share
• An understanding of what causes the consumer to buy
• My area of expertise:

Distribution Channel Management: 'Managing the flow of goods, in every possible path, from the manufacturers warehouse to the end consumer.'

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.
• If internal systems and processes—especially between Marketing, 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.
• Any actions that do not address internal systems and processes shortcomings create the self-inflicted unforced errors causing The Commoditization of Premium Brands.