“Our brand is really growing—we’ve gained distribution in 1,000 (or more) new retail locations. And, we’re getting more and more and more distribution by the day.”
I’ve heard this scenario a thousand times—and it doesn’t always turn out as well as you may think for the brand. Is new distribution a good thing? Of course it is. But it can also be the beginning of the end for a brand. I’ve seen it happen many times over the years…Death by Distribution.