December 23, 2012
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Brand Creation or Destruction…

by bryansmeltzer in Branding , Marketing , Product Innovation 0 comments


Building a platform for continual “Creative” success requires a cohesive mindset, and collective brand effort. These foundational principles ensures first and foremost those “driving” the brand are clear as to the near, and long term expectations.

These expectations are built from defining “what” you as a brand stand for, “how” you are positioned, “where” you are located and “when” you communicate to your “core” audience. Your brand “Advocates” expect a consistent voice, and a clear message both visually and verbally.  Anytime there is a disconnect between these messaging mediums, you risk breaking this chain of loyalty.

It is crucial, and integral to a brand, that you “Create” a brand positioning strategy which gives a consistent voice and image behind the brand. If inconsistent, or there is a disconnect, a Brand risks loyalty “Destruction”, and trying to rebuild this foundation is difficult if not impossible to achieve. 

I have had this situation with several brands I know very well. They choose the “low hanging fruit” to drive revenue and disregard the brand “foundation” in the hope their “core” will not notice, but inevitably they will and this “disconnect” spreads like a “digital” virus. You have a choice as a Brand, stay consistent to your “Creative Foundational Principles” or “Sell your Soul” and risk “Destruction” at the hands of those who built your brand.

“Always stay “True” to your “Roots”, they will help you grow..!”

“Always remain consistent to your “Foundational Principles..!”

“Always give your “Brand Advocates” a consistent “Voice” and “Image”..!”

Success is driven by your ability to keep consistent with your original “Vision” of  “what you stand for..”. Your ability to adapt, while remaining “True” to this “Vision” will be key long term. As I have mentioned, there are many brands who lay in the “wasteland” of broken promises, not to themselves as much as to others.

Enjoy the Ride !
Bryan Smeltzer

“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.


The Visionary Brand
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