{"id":2863,"date":"2010-03-29T21:23:00","date_gmt":"2010-03-29T21:23:00","guid":{"rendered":"https:\/\/www.certitrek.com\/nlpa\/2010\/03\/29\/procurement-brand-management-can-it-involve-playing-offense-as-well-as-defense\/"},"modified":"2023-06-22T04:09:37","modified_gmt":"2023-06-22T08:09:37","slug":"procurement-brand-management-can-it-involve-playing-offense-as-well-as-defense","status":"publish","type":"post","link":"https:\/\/www.certitrek.com\/nlpa\/blog\/procurement-brand-management-can-it-involve-playing-offense-as-well-as-defense\/","title":{"rendered":"Procurement &amp; Brand Management:  Can It Involve Playing Offense As Well As Defense?"},"content":{"rendered":"<p>Over on <a href=\"http:\/\/www.twitter.com\/nextlevelpurch\">Twitter<\/a>, Purchasing Magazine\u2019s long-time editor extraordinaire Dave Hannon linked me to an article that he had written on Purchasing\u2019s social network, Purchasing BIZconnect. The article was entitled \u201cThe company you keep: Purchasing\u2019s role in managing the brand.\u201d<\/p>\n<p>Don\u2019t miss updates on Procurement &amp; Supply Chain, Subscribe here!<\/p>\n<p>Even if you\u2019ve read my related articles\/posts such as \u201cTrend Alert: The Supplier Code of Conduct\u201d and \u201cDell, and then Apple, Recall Supplier\u2019s Batteries,\u201d I don\u2019t think a procurement professional can ever have too many reminders about the importance of supporting your company\u2019s brand through your supplier relationships. Therefore, I recommend reading Dave\u2019s article.<\/p>\n<p>The one thing that I only partially agree with is Dave\u2019s quote that \u201cYour goal here is to be invisible. No (negative) news is good news and means you\u2019ve done your job in helping to manage the brand.\u201d While, in most cases, if a supplier doesn\u2019t destroy the brand you can feel relief, I believe that, managed correctly, certain supplier relationships can <em>enhance<\/em> the brand. Brand management from a procurement perspective doesn\u2019t have to be all defense and no offense.<\/p>\n<p>Would you care to share any examples of how using a supplier helped your company\u2019s brand instead of simply not hurting it?<\/p>\n<p><strong>Recommended Reading<\/strong><\/p>\n<p><a class=\"row-title\" href=\"https:\/\/www.certitrek.com\/nlpa\/blog\/june-2010s-dedicated-purchasing-student-of-the-month-is\/\" aria-label=\"\u201cJune 2010\u2019s Dedicated Purchasing Student of the Month Is\u2026\u201d (Edit)\">June 2010\u2019s Dedicated Purchasing Student of the Month Is\u2026<\/a><br \/>\n<a class=\"row-title\" href=\"https:\/\/www.certitrek.com\/nlpa\/blog\/is-there-truly-transparency-in-government-contracting\/\" aria-label=\"\u201cIs There Truly Transparency in Government Contracting?\u201d (Edit)\">Is There Truly Transparency in Government Contracting?<\/a><br \/>\n<a class=\"row-title\" href=\"https:\/\/www.certitrek.com\/nlpa\/blog\/body-language-in-negotiation\/\" aria-label=\"\u201cBody Language in Negotiation\u201d (Edit)\">Body Language in Negotiation<\/a><br \/>\n<a class=\"row-title\" href=\"https:\/\/www.certitrek.com\/nlpa\/blog\/procurement-brand-management-can-it-involve-playing-offense-as-well-as-defense\/\" aria-label=\"\u201cProcurement &amp; Brand Management:  Can It Involve Playing Offense As Well As Defense?\u201d (Edit)\">Procurement &amp; Brand Management: Can It Involve Playing Offense As Well As Defense?<\/a><br \/>\n<a class=\"row-title\" href=\"https:\/\/www.certitrek.com\/nlpa\/blog\/dealing-with-tribal-knowledge-in-procurement-departments\/\" aria-label=\"\u201cDealing With \u201cTribal Knowledge\u201d In Procurement Departments\u201d (Edit)\">Dealing With \u201cTribal Knowledge\u201d In Procurement Departments<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over on Twitter, Purchasing Magazine\u2019s long-time editor extraordinaire Dave Hannon [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":4118,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-procurement"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Procurement &amp; Brand Management: Can It Involve Playing Offense As Well As Defense? 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