July 20, 2018
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Brand Product Lifecycle…

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

Brands who drive an effective Product Lifecycle strategy are able to survive the “Disruptive” battles that take others down. This battleground is not meant for the weary, you must have fought in the front lines before, survived the war, patched up your wounds and moved on to the next Product Evolution Cycle.

These cycles require someone with the “Vision” to drive the future growth of the brand. This “Visionary” must at all times be willing to make the tough call’s that move the brand forward, and implement ” Evolutionary” products. These decisions are crucial to long term success, but require thick skin to deflect the bullets and doubters that will come your way. However, when you achieve success with your team, against these barriers, there is no better feeling. 

The Product Lifecycle Strategy for a Brand should be developed around what “Break-away” product will continue to “evolve” your category. This in turn will evolve your business. Those who develop brand loyalty do so based on the “uniqueness” of it’s products. Being able to sell a “Lifestyle” vs selling a “Product” is key, but the product must be unique to the point where people feel the need to have it immediately. Like an obsession, this “Lifestyle” choice demands the latest evolution of a brands products. As a result, developing long term “tear down” Product Evolution strategy.

Always look to EVOLVE !
Always stay TRUE !
Always take RISK !

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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