One of the biggest lessons we learned in brand building is that relying on distributors alone to execute your marketing strategy often leads to wasted resources. We discovered that tons of expensive, well-designed materials were ending up in dumpsters rather than on store shelves.
To combat this, we hired dedicated representatives in each territory to ensure our materials were actually being used. It was a costly move, but it guaranteed that our brand-building efforts weren’t wasted.
When sales are down, sending more materials won’t fix the problem. Instead, get hands-on, visit the market, and make sure your marketing is truly reaching your audience. Serious brand builders understand that growth sometimes means taking control of execution—even if it slows the pace.
The investment is worth it when it ensures your brand makes an impact.
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.
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