Protecting Your Brand

Can you erode your brand when you try to expand your distribution of products? Absolutely. It is a chance you take. Starbucks began distributing its packaged coffee through Kraft in the 1990, competing against P&G’s Millstone. Tough call to live up to their exquisite stores. Now competitor Dunkin Donuts has announced a deal with P&G to launch a national packaged coffee brand to be sold in supermarkets, supercenters and club stores. It is great to think of new strategies for distribution and partnerships. When you do, just be sure that you don’t lose what has differentiated your brand. If your storefront or online shopping site has a certain look to support your brand, be sure your new trade show display or kiosk does not erode what you have worked hard to achieve.