How Brandoogle Started
A Need For New Tools to Protect Brands From New Threats
Brandoogle is the vision of veteran supply chain executive, and brand enthusiast, David Coleman. Conceived in 2009, while working for one of the largest brand wholesalers in the fashion industry,Mr. Coleman kept finding his product lines prominently displayed in the gray market at substantial discounts. After considerable research (and some uncomfortable calls from his retail customers and brand licensors) Mr. Coleman came to the frustrating realization that no tools existed to efficiently search the internet to identify sites where product lines were being offered. Brandoogle was born.
Mr. Coleman then spent the next three years creating, testing, and refining a proprietary software program that automates the search function—giving retailers, brand owners, and brand wholesalers significant control over online brand exposure and positioning. Brandoogle protects brand equity by identifying web sites that threaten the integrity of a brand, and then provides a combination of software and services to combat brand dilution.
Using our proprietary software and research methodology, Brandoogle partners with organizations to help them analyze their online flow of goods and balance their breadth of assortment, inventory turns, sales growth, product margin, off price/close-out pricing, and channel management.
Brandoogle works closely with comparison shopping engines to stay abreast of the latest purchasing trends and how the evolution of technology is shaping consumer behavior. Developed by an Ivy League economist, our proprietary algorithms identify price disparities and develop precise risk models for our clients.
Brandoogle is a member of the National Retail Federation.
About Founder David Coleman
With nearly two decades of experience working in various Supply Chain and Brand Management roles, David Coleman helps consumer product companies bring their products to market in an efficient manner. Over his career, he has worked with notable clients such as: Harley–Davidson, Briggs and Stratton, Miller Brewing, Russell Athletic, Lucent Technologies, The Limited Brands, Williamson Dickie, Party Lite Candles, and Geneva Watch Group.
With an under graduate degree in Supply Chain Management, and an MBA in Finance, Mr. Coleman brings a unique perspective to understanding the competing dynamics of Information Technology, Brand Positioning, and Channel Management.