November 17, 2012
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Driving Brand Innovation..

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


Building and Driving…These are two “key” components, and are building blocks/foundational elements to structuring an effective Product and Marketing strategy. “Building” constitutes establishing “elements” of what makes a great brand (Product Design/Process, Market Positioning/Activation), and defining an ongoing product machine  and viral engine that infects all aspects of the corporate culture and injects this “juice” into to your “Core” Demo. This type of infectious engine should “click” on all cylinders with effective planning and “key” resources to ensure you do not become irrelevant.  

Once this brand “Building” is established, you must have a team that Drives this machine once it is built. Some may think this is one or two “key” individuals, but this is not the case. The “key” is everyone inside the corridors needs to be part of driving the machine, but someone needs to be in the “drivers” seat. While all are involved, one must be the “visionary” and master motivator.  We had this while at Oakley, Jim Jannard was our “Soul” motivator ! At the “Heart and Soul” of Oakley was Jim, and he was the “Driver”, as Steve was with Apple.

Although rare, it takes a certain “Bloodline” to achieve this level of Evangelist, and I was fortunate enough to experience it first hand ! Thanks Jim !

Always look to build a Foundational “Bloodline”…

Always inject this “Bloodline” into all that enter your culture…

Always build and drive this “Machine” with an Evangelist at the wheel..!

Enjoy the Ride !

Bryan Smeltzer

“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.


The Visionary Brand
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