How brand strategy differs for OEMs in a distributed sales environment
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How brand strategy differs for OEMs in a distributed sales environment
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For OEMs selling through independent dealers, brand control isn’t as simple as direct-to-consumer businesses. The challenge? Ensuring brand consistency while navigating a fragmented sales network.
In this episode, Joe Mills talks with Danielle Falconer, Senior Vice President at Element Three, about the nuances of brand strategy in a distributed sales environment. They explore the delicate balance between empowering dealers and maintaining brand integrity, plus what OEMs can do to strengthen their market presence.
You’ll learn:
- Why OEMs and dealers must treat branding as a shared responsibility
- How to equip dealers with the right tools to strengthen customer relationships
- The key to balancing product innovation with brand longevity
Things to listen for:
(01:12) Introduction of Danielle Falconer and Topic of Discussion
(01:39) Explanation of the B2B2X Business Model
(02:50) Unique Challenges in Managing a Three-Way Brand Relationship
(05:05) Common Challenges Faced by Dealers in Brand Management
(06:09) Evaluating an OEM's Brand Management
(08:44) The Importance of Investment in Brand and Product Innovation
