September 30, 2013
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Driving Brand Equity…

by bryansmeltzer in Uncategorized 0 comments


Growing Brand Equity takes a disciplined approach, and balance between product innovation and sale opportunities. Many times brands mistakenly prioritize one over the other, and long term growth is sacrificed.. once you “sell your soul”, it is very difficult, if not impossible to recover from as a company. Many have tried, but few have succeeded..!
In the graveyard of corporate “brands”, lay the bones of those who felt they could succeed while starving the brand of it’s foundational “lifeblood”.

As I mentioned before, the “lifeblood” of a brand is staying true to its “soul”, which is not only its culture, but all that makes up its personality. As we have also discussed, give your consumer a “lifestyle” not just a product, and if your brand it everywhere, it loses it appeal and uniqueness. Always, always measure the impact before sacrificing your “lifeblood” as a brand.

Always stay true to your “Foundational” culture..!
Always measure the long term impact to your “Brand Equity”…!
Never “Sell” your Soul to satisfy a short term need…!

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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