“Authentic” Product Creation is a process where a brand has developed such an efficient and effective system, they are able to commercialize concepts that drive or re-create product categories. This system is key to gaining their competitive advantage long term, and leaves your competition to “imitating” and not truly “innovating” in their space.
By “imitating” they lose their authentication, and as a result the “edge” becomes “dull” and the “passion” fades. This is when brands who have a “Authentic” product creation “Systems” come in for the “kill” and take down the competition. It is integral to your long term success that y0u understand that taking “risks” in your product creation life cycle is critical to ensuring your “passion” stays alive. Risk adverse companies eventually die and become prey for those willing to “re-create” their DNA and maintain their lifeblood as a Brand…
Always look “Create” original masterpieces…
Always look ahead, never behind, leave that for “Imitators” …
Always maintain your “Lifeblood” as a brand…
Enjoy the Ride !
Bryan Smeltzer
www.bryansmeltzer.com
“Product Innovation and 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.