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
...
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
 Increase...
Brand distortion often arises
from communication failure
between central and local
marketing teams.
Nicolas Meauze
POS c at egory leader, Pernod Ric ar
…countries using items that did not
even stick to the core brand colou...
Bad communication leads to
 POS not meeting brand guidelines
 Local teams ‘doing their own thing’
 No visibility over P...
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 su...
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 chann...
If you wish to find out more about ProProcure, please get in touch
Edwige Riou +44 (0) 870 123 5143
edwige.riou@proprocure...
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Getting your communication right: protect your brand identity

If your global and local teams aren’t communicating effectively your brand will suffer. Based on extensive research into the luxury beauty sector, we look at what can go wrong and ways to improve communication to help guarantee brand consistency worldwide.
Published on: Mar 4, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - Getting your communication right: protect your brand identity

  • 1. Preventing the erosion of your luxury beauty brand’s identity Part 1
  • 2. Get communication right between your global teams
  • 3. 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.
  • 4. An exceptional point-of-sale experience is critical. Get it wrong, you damage your brand image and will lose sales.
  • 5. Source: The luxury and cosmetics financial factbook 2014 edition, Ernst & Young
  • 6. Growth is desirable - but brings challenges:  Retaining market share  Increased distribution chain complexity  Increased number of retail outlets
  • 7. Brand distortion often arises from communication failure between central and local marketing teams.
  • 8. Nicolas Meauze POS c at egory leader, Pernod Ric ar …countries using items that did not even stick to the core brand colours, let alone the right design, lettering and so on. “
  • 9. 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
  • 10. Good communication is key if you want your brand to cope with external and internal pressures
  • 11. Ways to enhance communication  Brand workshops and training  Regular face-to-face meetings  Cloud-based solutions to support development & implementation of POS
  • 12. A cloud based solution can support the development and implementation of POS and improve communication
  • 13. 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
  • 14. If you wish to find out more about ProProcure, please get in touch Edwige Riou +44 (0) 870 123 5143 edwige.riou@proprocure.co.uk www.proprocure.co.uk If you wish to find out more about ProProcure, please get in touch Edwige Riou +44 (0) 870 123 5143 edwige.riou@proprocure.co.uk 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.

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