Global and international brand organisations who sell and have their brands represented through an international or global network of e-retail partners. Our digital brand elevation strategy & execution service and capabilities should be especially relevant for digital brand departments and wholesale.com / e-retail teams within organisations. Global brand professionals in charge of preserving and building brand equity.
Millions of consumers interact with your brand through partner retailers and their digital properties. Problem is that consumers don't 'see' channels, they see one brand and one brand experience. But, with e-commerce platforms standardisation requirements and retailers' lack of capacity and commitment to uphold your unique brand identity, your brand presentation is stripped off its unique differentiators.
Taking into account number of your categories and brands, current organisational capabilities, future growth plans, as well as the complexity of the retail partner network, our team will create an digital brand elevation strategy whose purpose will be to ensure long term capability to elevate your brand presence. Output will be the roadmap to the creation of economically sustainable capability to service the needs of your e-retailer partners.
(EMEA)
Since 2017 / 47 EMEA countries
(EMEA)
Since 2014 / 14 WE countries
(WHQ)
Since 2015 / Global
24.01.2021
Even though partner eCommerce (3rd party / marketplaces, eRetailers and Pure-players) is a vital if not most important element of digital go-to-market model for many if not most consumer brands, for many established ones, the pursue of e-commerce partnership growth, may feel like having to chose between two evils - declining sales or declining brand equity.
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Despite the well argued need for brand amplification on eRetailer's digital properties, very few brands have a structured organisational capacity and knowhow to go beyond the basics of brand representation on e-commerce platforms - PDP imagery and product description.
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Outdated organisational design and workflows within HQ environments, combined with non-existence of internal digital enablement and scaling teams, created a double jeopardy for brand marketing teams.
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World of perpetuating fragmenting environment of digital brand touch-points creates an organisational challenge and operational nightmare for global brand organisations undermining the very foundation of global brands - brand consistency
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