May 10, 2019
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Brand Bloodlines…

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

Brand Bloodlines should always run “deep” in all that is generated by the machine. With product, marketing  and merchandising being the veins all should be “True” , “Authentic” and “Bled” from the brand’s founding principles of what you stand for…

This will always be expected by your customer, and should always be engrained in your Product Inspiration Briefing’s through the entire Product Life Cycle. This cycle includes all marketing collateral, social/digital media and merchandising strategies, touching all aspects of the brand.  A cohesive  brand “story” told at retail is the culmination of a brand’s commitment to staying “true” to building and maintaining image and culture.

Being entrusted with the brand “torch” means in all you do, from the processes implemented, to the how this is interpreted at retail, must always remain “cohesive” in its messaging. Although difficult, this commitment is truly what makes a brand thrive long term. Consistent processes, with consistent messaging, engraining the values of what makes the brand “breath”, its lifeblood.. Maintain this discipline, and thrive..!

Never Compromise Values…

Carry the Vision…

Live the Brand…

Inject the Bloodlines…

All of these are principles guiding the brand to long term stability, and  significant value. Stay “true” to your bloodlines…

Enjoy the Ride..!

Bryan Smeltzer

“Product Innovation & Marketing Success Blog”

www.bryansmeltzer.com


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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