The Commoditization of Premium Brands

Sharing experiences to provide an understanding of how to avoid and recover from the patterns common in the self-destruction of premium brands. As part of the incredible team that built the Bose brand in the consumer market, I walked away with in-the-trenches foundational knowledge of what it takes to build a successful, in-demand, premium consumer brand: Innovative products Brand equity earned daily Profitable revenue growth Desire & confidence to achieve top category share An understanding of what causes the consumer to buy My area of expertise: Distribution Channel Management : 'Managing the flow of goods, in every possible path, from the manufacturers warehouse to the end consumer.' What I've Learned Brands generally think of this as an outward focused strategy, but it must be coordinated within the organization to be effective. If internal systems an