August 5, 2015
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Driving Brand Success…

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


Successful Branding requires a mindset for building long term loyalty, and a DNA strategy exclusive to your “bloodlines”. The distinction between great brands that survive, grow and continue to build “brand advocates”, versus others who “draft” off others success is clear when you analyze their inherent brand equity and market positioning.

When you have built a solid brand foundation that all inside the company believe in and “inject” themselves with every day, it creates a machine that is difficult to follow and usually leaves most “so-called” competitors in the dust. Many discount the “mystique” of great brands, but few understand the power it commands at retail. Building a strategy around driving brand equity, by design achieves a “push-n-pull” strategy most would love to emulate. This strategy drives people to your brand, allows you to maintain upper tier price points, enhances product sell through and achieves enhanced product margins for your retailers. This “system” starts with a great Product Creation process, and ends with a cohesive Marketing and Merchandising strategy to drive brand value.

Always look to build a “Vertical” Brand Strategy…

Always look to continually drive “Brand Value” in all channels…

Always Inject and Engage your “Brand Advocates” …

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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