It is always easier for a company/brand to imitate competitive products than it is to truly reinvent their respective product or category. As a result, progressive improvement is attained, but nothing truly innovate comes out of this type of product strategy.
When a brand is looking to build a product strategy, at the forefront of building this foundation is developing a Product Inspiration formula that allows your designers (Industrial/Graphic) the freedom to create without limitations. You should always have a structured seasonal front end loading process with your required product line planning, competitive analysis and “key” product/category drivers, however you should always look to drive product innovation through this free flowing creative process. This begins and ends with design inspiration. This inspiration should come from and feed off of adaptable technologies, design cues and bloodlines from products that drive your brand. If you are truly a performance driven brand, then look for aspects of your product that come from or could be derived from other performance products, not necessarily from your industry. When we design, our intended purpose is to disrupt the norm, and create outside the boundaries of what has been done before in our industry. Your ability to give the consumer what they never knew they wanted, but have to purchase is the magic formula for success.
“Innovation distinguishes between a Leader and a Follower”
Wisdom from Mr. Steve Jobs
This creative product creation foundation assures your company/brand will have a pipeline of designs driven off your brands bloodlines, and innovation that allows you to stake a leadership position. Your intention should be to take that leadership position through innovation, and out-innovate yourself. Consumers will then look to your brand for true, authentic, market driving products.
Enjoy the Ride …!
BLOG: “Product Innovation & Marketing Success”
I have a passion for living balanced life and a strong faith...each equally important for thriving and excelling…I love crushing mountain bike trails, exploring and finding ways to grow beyond the “status quo”. I am a dedicated, innovation driven team leader with a passion for establishing a disruptive vision and executing a market dominating strategy… Our industry has always been about creating innovative, market driving solutions that enhance performance or provide for a better life beyond sport. It has also been about culture, fit and passion for the brand. When these foundational pillars are removed, the brand starts to crumble. Being part of an industry that bridges talent between product creation, marketing, sales, finance and operations is formula for success, because every function is about building a foundational performance brand. It’s galvanizing when elite athletes wear and endorse our creations, but the real strength is leading the teams that combine their creative forces and technical expertise to make the engine roar. I am always passionate for defining and leading the next industry revolution… Extensive executive level experience across globally recognized brands, each number one in their respective markets, along with having founded and successfully sold my own branded apparel company. Whether establishing new product lines, building global marketing strategies, leading design/development teams, I have a passion for building and growing brands. Some examples; • Built Zamst from start up to achieving nationwide North American distribution, and 845% revenue growth over a 3 1/2 year period. • With Gathering Storm, grew TaylorMade/adidas Golf Accessories from $11M to $48M over 3 years. • K-Swiss, global executive management of $38M in international licensee’s and domestic apparel/accessories division. • OAKLEY, built and successfully developed “Athletic Division” NCAA licensed team eyewear/apparel product lines achieving $1.4M in initial season.