Brands that classify themselves as “Disruptive” have a clearly defined a market opportunity, drive towards bringing this “vision” to reality and understand the risk that comes with this “Creation” process.
Brands that “think” they are “Disruptive”, are just “Disrupting” while they figure out what they are trying to accomplish, take “incremental” steps towards design/product progression and have no clear vision of their objective are just disrupting the channel. This more often than not leads to frustration within the company, and confusion outside the company. Consumers want to “live” the Brands lifestyle, but if the Brand does not know what lifestyle they are leading, then ultimately consumers walk away !
Being a “Disruptive” force in your channel, or creating a new opportunity outside your channel is a key component to a companies long term success. There are very few who have effectively managed this expectation, but those who have succeeded are better off both internally and externally.
Always “strive” to be a “Disruptive” Force…
Never be a “Disrupting” distraction…
Always stick to your Brands Values…
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.