Hidden Side
Many manufacturers place all their hopes only on the tip of the iceberg — on the philosophical, semantic content and external image of the brand. Meanwhile, at the heart of the very essence lies the responsibility of the manufacturer to its partners: responsibility for the product quality, an established distribution scheme, service quality, development prospects and dynamism, the desire to improve, and many other components that are often missed by the manufacturer but have an important impact on the overall performance.
Understandable and predictable terms of cooperation that the manufacturer creates help to make working with a partner truly “mutually beneficial”. Luring partners with attractive bonuses, discounts or purchase prices is not enough. In any economic conditions, the rules of the game and the mutual development prospects have to remain unchanged.
Canyon Accessories is a leading brand of accessories for the consumer electronics market. Offering a comprehensive portfolio of services, including brand management, marketing and advertising support, logistics, and solutions for stores and end consumers, the company plans to increase its market share in the coming years.
The Canyon brand seeks to provide partners not just with a set of products, but with a ready-made solution for those needs that the partner may not even be ready to articulate yet. To this end, a brand team was created, capable of capturing and accumulating various trends and selecting a portfolio of products necessary for the implementation of a long-term cooperation strategy.
“Canyon Accessories, as a strong player in the market among B-brands, is interesting because of the totality of its products. We view it as a single ecosystem for our partner. This is the new business reality. Therefore, we have brought the entire range of products to the European markets: from mobile and PC accessories to gaming and wearable devices, in order to position the Canyon brand exactly as an ecosystem supplier. Canyon partners can always count on recommendations on product range and business development issues,” says Dmytro Romanenko, Business Development Director at Canyon Accessories.
To Find the Nerve of the Consumer
The fourth technological revolution, which is taking place now, forms the new level economy — the so-called experience economy, which is why the whole range of marketing activities is about modelling consumer behaviour through emotional messages and the properly chosen context.
The consumers’ involvement in the life of the brand is possible under certain conditions: when there is an emotional depth, an impact affecting the hidden problems of the audience.
“A real brand has an emotional basis, carries a charge of energy while touching consumer triggers. This energy, or the subjective experience of the brand creator, is to some extent the language that the brand speaks with its target audience and which is inaccessible to our consciousness and rational thinking, but is transmitted via a system of signs and metaphors encoded in the visual interface of the brand and its messages,” comments Olena Tokar, Marketing Director at Canyon Accessories.
The study of human behaviour characteristics, the main factors imposing a critical influence on making the decision to purchase, has led to the conclusion that human behaviour is a very complex algorithm, a combination of many parameters, such as physical peculiarities, social environment, and personal experience.
Not so long ago, brands aimed to make consumers want to be somebody. Today, brands are focused on emphasising everyone’s individuality and inspiring. Consumers are no longer choosing status symbols, but primarily functional products according to the latest technological trends, and also pay attention to deeper meaning — the values that the brand transmits through its products.
For example, the Canyon brand motivates its consumers to be themselves, regardless of body shape, skin colour or gender, and change this world for the better. Their creativity, their history, their eco-responsibility, tolerance, humaneness, the desire to help and share, their reasonable consumption constitute a very valuable contribution to this world.
Conclusion
For retailers, strong manufacturer brands are extremely important: they achieve higher inventory turnover through marketing activities. And thanks to manufacturers prioritising long-term relations with their customers, many retailers and distributors have realised that their future success is largely interdependent: the brand is seen as a profit opportunity.
The new economic reality trends are pushing brands to adopt new approaches and strategies. The challenges that businesses take on include, among other things, the risk of the brand not meeting the expectations of stakeholders: both partners and consumers. But, fortunately, we know the answers to all questions — we just need to take a closer look at the experience of other countries and brands and competently adapt it.