Getting your communication right: protect your brand identity

Preventing the erosion of your luxury beauty brand’s identity

Part 1

Get communication right between your global teams

The essence of luxury is about things being choice or costly. It ’s about high quality and attention to detail . It ’s about style and rarity and about focusing on excellence and not price.

An exceptional point-of-sale experience is critical. Get it wrong, you damage your brand image and will lose sales.

Source: The luxury and cosmetics financial factbook 2014 edition, Ernst & Young

Growth is desirable - but brings challenges:

Retaining market share

Increased distribution chain complexity

Increased number of retail outlets

Brand distortion often arises from communication failure between central and local marketing teams.

N ico las Meauze P O S c a t e g o r y l e a d e r , P e r n o d R i c a r d

…countries using items that did not even stick to the core brand colours, let alone the right design, lettering and so on.

“

Bad communication leads to

POS not meeting brand guidelines

Local teams ‘doing their own thing’

No visibility over POS actions

No understanding of local markets

Loss of sales

Good communication is key if you want your brand to cope with external and internal pressures

Ways to enhance communication Brand workshops and training

Regular face-to-face meetings

Cloud-based solutions to support

development & implementation of POS

A cloud based solution can support the development and implementation of POS and improve communication

Are your communication channels as good as you think ?

Download the white paper to learn more Are your communication channels as good as you think ?

Download the white paper to learn more

If you wish to find out more about ProProcure, please get in touch Edwige Riou +44 (0) 870 123 5143

[email protected] www.proprocure.co.uk

If you wish to find out more about ProProcure, please get in touch Edwige Riou +44 (0) 870 123 5143

[email protected] www.proprocure.co.uk

We help companies simplify the way they buy and sell. Our easy-to-use online platform, Geneus, simplifies processes and enables people to work together more effectively. Geneus ensures more spend comes under management and teams are more productive by making it easier for employees to buy from approved suppliers.