For OEMs selling through independent dealers, brand control isn’t as simple as direct-to-consumer businesses. The challenge? Ensuring brand consistency while navigating a fragmented sales network.

In this episode, Joe Mills talks with Danielle Falconer, Senior Vice President at Element Three, about the nuances of brand strategy in a distributed sales environment. They explore the delicate balance between empowering dealers and maintaining brand integrity, plus what OEMs can do to strengthen their market presence.

You’ll learn:

• Why OEMs and dealers must treat branding as a shared responsibility
• How to equip dealers with the right tools to strengthen customer relationships
• The key to balancing product innovation with brand longevity

Things to listen for:

(01:12) Introduction of Danielle Falconer and Topic of Discussion

(01:39) Explanation of the B2B2X Business Model

(02:50) Unique Challenges in Managing a Three-Way Brand Relationship

(05:05) Common Challenges Faced by Dealers in Brand Management

(06:09) Evaluating an OEM's Brand Management

(08:44) The Importance of Investment in Brand and Product Innovation