November 6, 2017
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Brand Driven Product Marketing…

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

Brand Driven Product Marketing is key to making the connection between your “brand” message to the “core” consumer, and attributes of your product. This is the juice behind your brand, and what allows you to achieve cohesive positioning in the marketplace. To often brands do not “connect” with their “brand advocates” or send an inconsistent message, which either does not resonate or sends a confusing message.

While at these “Market Driving” brands, such Oakley, Taylo [contact-form-7 404 "Not Found"] rMade, adidas or Schutt, our  product and marketing teams objective was to always  define our message while the product was being created, but most times this was clearly defined before pen was put to paper in the Design room. Strategically we knew what the brand stood for, and knew the product would match the message. Some of these brands had more clearly defined messages than others, but each had its own “authentication” and “heritage” story. Brand positioning had to match the message, culture and overall product strategy or you risk being thought of  as “not authentic” to your consumer. This is why it is always so critical to continually ask the question as you evolve your brand.. “Is this right for the brand..” ..

Whether in marketing strategies or products, it is always a key  question, but it all starts with a clearly defined product strategy, which then both the Product and Marketing teams can build a cohesive “Brand Driven” message around at retail. The more effective you are at creating a clearly defined positioning strategy, culture and vision for the progression of the brand, the more successful you will be at creating long term value. 

Match the Product with the Brand Message…

Engage your “Brand Advocates”…

Stick to your “Core” Vision for the Brand…

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.


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