April 2, 2012
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Creating Brand “Mystique”…

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




Many, if not all, brands look to create brand equity, either through building a brand driven vertical marketing strategy or defining their unique “POD” from competitors. These are two “key” components/drivers for success at retail. Although a “key” component it does not always translate to building brand equity.

I find one of the hardest things for a brand to say is “no”, when it seems so easy to say “yes”. These decisions are normally driven by inherent positioning strategy that is the “heart and soul” of the brand. As they say “sell your soul”, and the rest of you dies slowly. This slow death is repeated over and over, and those who learn from these mistakes will eventually build long term success. The “soul” of a company is not the brand mark, but what “you stand for”, as this is what is translated to your end-user. Remember, they buy a “lifestyle” not a “product”. If you have no “soul”, you become a commodity driven by value price points. Sell a “lifestyle”, and build a “mystique” around your brand positioning.

Always sell a “Lifestyle”…

Always stay “True” to your brand positioning …

Always keep the “Lifeblood” flowing inside 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.


The Visionary Brand
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