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The
“Fumble Model” exists when you send your customer to your
channel partner in the hope that they will promote your brand with
the same veracity as you. While retailers are only concerned about
selling “a brand,” you should only be concerned about
selling “your brand”. At Titleist Golf’s website,
you can search for nearby retailers by city, state, zip or name. Titleist
gives numerous options in an attempt to even the playing field for
competitive retailers and give consumers more choice. Unfortunately,
by using this model, you may lose your customer to another brand-perhaps
an online brand that can meet the customer’s needs then and
there. And no matter how you look at it, you lose control of the branded
experience that you've worked so hard to achieve. Perhaps Titleist
is a strong enough brand to prevent customer defections by a retailer
recommendation, but even for Titleist there are no guarantees. Are
there for you? |
