February 9, 2018
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Innovation Pipeline…

by bryansmeltzer in Branding , Business Development , CRM , Digital Marketing , Marketing , Merchandising , Product Innovation , Social Media , Sports Marketing 0 comments

A “Product Innovation Pipeline” is built from foundational brand positioning principles, and driven by a defined process execution. As I have mentioned previously, it is much easier to “imitate” than it is to “innovate” in your market space. However, if you have a defined process for ensuring “Innovation” is always part of your overall brand strategy, then you will have no shortage of “market driving” ideas/concepts. 

This “Innovation Pipeline” build is a sophisticated process, from defining the overall market space/opportunity to brand positioning, through design “ideation” and eventual commercialization of your concept, each progressive step must be  managed to ensure the execution happens within timeline expectations. It is one thing to have a great idea, but if it is never commercialized, it remains a “great idea”….” Innovation” is driven through a foundational system which assures “market driving” concepts are commercialized, and ensures you have the proper leadership to provide accountability and ongoing visibility. Driving with a  “road map is certainly easier than driving in the dark with no clear direction. Some brands continue to drive in the dark hoping they find their destination, while others drive with a defined purpose, clear direction and a leader with a long term vision.

Define your Brand “Foundation”…

Build a “Product Innovation” System/Process…

Stick to your “Foundational Principles”…

Always look to “Drive the Market”…

Enjoy the Ride..!

Bryan Smeltzer

www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog…”


The author

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.

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