How to launch an new brand in an old category.
All Port wines come exclusively from the Douro Valley which was demarcated more than 260 years ago. With this long history, come a genuine charm but also a regulation and complexity that put high barriers to new comers and innovation. Read here how Noble & Murat, a new player, is building a new space for […]
The 5 steps to Pricing Heaven.
Price is the only marketing mix element with an immediate impact to the bottom line of the P&L. Yet, it is a difficult topic, often requiring tough negotiations with customers and distributors, overcoming lack of internal alignment and ownership, and not least, the challenges of data visibility in terms of promotional impact, discount and rebates, […]
What’s in a “vision”?
In the article “The 7 questions for a strong Portfolio Strategy”, several readers pointed that a Portfolio should serve a vision. This is correct, so here are a few thoughts and tips about what is also called “the top of the strategy pyramid”. Even if the business world is often fast paced and down to earth, […]
The 7 questions for a strong portfolio strategy.
When asked about portfolio strategy, it is customary to reply with financial models with cash cows and stars (etc.). Indeed, when dealing with long product ranges – where roles and differences between variants are not always clear – the financial simplification is tempting. Yet, it is hard to get the company and distributors enthused. So […]
What distributors want.
The net is filled with brands trumpeting innovation and digital wonders. Yet distributors play a crucial role for a healthy business. In this article, we explore their expectations and give a few tips to alcohol brands. And no, “cheap price” is not a priority. In 2014 Brand Reveal conducted an online survey to understand the […]