Daren Garcia's Exclusive Interview
1. How can Brand Protection Strategies help brands in terms of creating a differentiated brand identity?
Brand protection strategies, and online sales control strategies in particular, are key competitive differentiators in today’s online marketplace world. When brands are able to maintain online sales control, they are able to help drive optimal sales performance on online marketplace channels, as well as across their traditional channels. Brands that have sales protection strategies in place typically outperform those that don’t.
2. What plays the more significant role in Brand’s Entity & Repute, its reach or trusted products?
Trusted products. It is easy today to reach a broad audience, it is not easy to maintain brand integrity with the rise of online marketplaces.
3. What in your view is more important; Brand Awareness, Brand Loyalty or Digitization?
Digitization. Brands must quickly design and implement viable eCommerce strategies that will allow for the channel to be optimized for growth and profitability. It is a far different channel than brick-and-mortar, particularly on marketplaces. In such channels, limited distribution is key and brand / sales protection strategies play a large role in ensuring healthy growth consistent with brand image and brand integrity.
4. What factors do you believe will shape the future of Securing Brands Across the Globe?
The ability to have globally integrated online sales control strategies. eCommerce is too expansive and the number of problems in the channel is too vast to solve with traditional online brand protection tactics. Brands need to be able to leverage platforms combining data, technology and law, understand their business performance, understand their sources of sales disruption and apply the right solutions. Brands need to position themselves to address these issues holistically across the globe rather than in siloed regions and countries.
5. What is your company’s vision for 2021 and beyond?
Vorys eControl will continue in its mission to be the world’s leading provider of online sales control solutions that drive business value for brands.