For many brands, the times demand a focus on the essentials even though there are internal concerns about what the consequences might be in the market. “Energy beats synergy” – that’s what we say in brand engineering. Nevertheless, the following applies: less is usually more!
Many brands are currently navigating confused waters. Rising raw material and energy prices, supply chain problems, staff shortages and the currency devaluation. Everything seems out of balance. Nothing is as it was before the pandemic, and it doesn’t look like this will change any time soon. Many companies are already battered from the last few years.
This makes the economic efficiency of all revenue-relevant activities all the more important. Fragmentation often leads to higher costs and lower sales. That is why focusing on the brand’s core products and rotating them in the sales landscape is one of the premises that directly leads to greater profitability. Why does a baker need to offer over 40 different types of bread and rolls in challenging times? Why not focus on the strongest products?
The management of the interface with money is also becoming increasingly critical. But the pandemic, and in particular, the new working models associated with it have also led to a certain “comfort”. This also affects brand distributors. But now we need more “action” and customer proximity! The activation of the sales force – in terms of content, technology and organization – is one of the decisive components. This is what ultimately determins what remains in the wallet.
But to master all this successfully, you need a team that has the right mindset. Building a resilient culture and mindset that supports the implementation of all measures becomes a key management task. People need a sense of security, the right tools and empowerment so they can do their jobs to the best of their ability. This must now be communicated with an all-connecting storyline.
If you also think that your brand can do more. Let’s talk about it… We make brands profitable.
