Ann Altman

Distributor Strategy

Distribution Doesn't Create Demand. Here's What Does.

Distribution gets you into the room. It doesn't make anyone care that you're there. Here's why expanding your footprint before building real consumer demand is one of the most expensive mistakes an emerging brand can make — and what to do instead

Distributor Strategy

What You Actually Bought When You Signed With a Distributor

Signing with a distributor feels like gaining a partner in building your brand. It isn't. Here's what you actually bought — and what it means for how you price, sequence channels, and build demand.

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