Set clear rules with your partner on who spends what

Set clear rules with your partner on who spends what
Photo by britt gaiser / Unsplash

To avoid misunderstandings, you should agree on what type of investment (brand vs trade spend).

Distributors will push for in-market spend, focusing on listing fees, advanced discounts and kickbacks, while brand owners will prefer investing in brand-building events, Social media and consumer activations. There has to be a right balance to drive value and volume.