need improvement, targets resources, develops the use of internal
expertise for problem-solving and encourages cooperation from
line operatives to improve the operation.
Rich Palatini, Director of Brand Strategy & Creative at Delia
Associates presented How you can be a Supply Chain Superbrand in
the Amazon Environment. To do this, a brand must 1) define an
authentic brand; 2) assemble the team; 3) put the brand in the
customers’ hand; 4) be out there and 5) be
emotional.
More specifically: 1) Conduct an internal
audit throughout the entire organization
to inventory and evaluate brand
strengths and weaknesses, features and
benefits of product offerings and areas of
improvement. This effort will provide valuable
information and insights and helps
strengthen workforce synergy and loyalty.
Also conduct a blind audit of external stakeholders to obtain an
objective view of a brand, products and services. Include supply
chain partners, longtime clients and recent customers. Using the
results of the internal and external research analysis, conduct an
objective process to develop a unique brand persona that will position
a brand as the preferred choice of partners and customers.
2) Include members from all sectors and departments of the
entire organization, from the front office to the accounting
department to the production floor. Give everyone a voice, the
ability to participate and value their contributions. Make sure
that all contributors are equally valued and recognized for their
significance in the company and brand’s success.
3) Thanks to a proliferation of information available online
about a brand, it’s important to provide customers and prospects
anywhere and everywhere with four touch points of information
needed for them to form a powerful preference for a brand:
Awareness, Understanding, Distinction and Relevance.
4) Identify the universe of media opportunities, as well as
capabilities and resources. Evaluate and prioritize tactics. The past
is the past. Don’t automatically default to previous media plans,
preferences or behaviors. Include them but do so without bias.
While online digital media may be less costly than traditional
“analog” media, be open-minded in evaluations. Depending on
the business sector, it is surprising how traditional media can effectively
influence and engage customers.
5) In today’s marketplace, commoditization across the B2B
spectrum has made it extremely difficult for brands to stand
May 2018 SPRAY 31
Steve Sanchez, Aeropres (far right) moderates the Aerosol Manufacturing:
Trends, Technology & the Future panel. From left
to right: Jim McBride, Owner & Sales Director, MBC Aerosol;
Celeste Jenkins, Sales Representative, Haumiller Engineering; Jim
Bloome, Engineering Consultant to R.A Jones; Bernie Brokke,
VP, Terco; and Greg Gerstung, President, Gerstung Aerosol.
Palatini