September 8, 2020
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Loyalty…Authentic Success

by bryansmeltzer in Branding , Business Development , CRM , Digital Marketing , Marketing , Merchandising , Product Innovation , Social Media , Sports Marketing 0 comments

Loyalty, authentic growth is hard to measure but must be quantified in order to understand who is driving your future.

In the age of direct to consumer e-comm business, you must have an edge beyond just great product. You must be able to authentically connect with your Loyal community in order to grow organically.

I say organically, as most brands may continue to grow, but do not understand that customer attrition is eating them alive, and may not be able to correct course until it is too late. Organic growth goes back to the foundational principle of… “taking care of those who already part of your community”. The old marketing funnel of moving on after customer acquisition is no longer valid. You must have a cohesive “Loyalty Loop” which continues to engage with your customers beyond the product. Having a strategy around measuring customer Loyalty can be directly attributed to long term customer revenue value.

Be sure to have a plan in place for “post” purchase engagement, providing value beyond product. Remember they are purchasing a Lifestyle, and a brand community, make it worthwhile.

Loyal, long-term customers provide ongoing organic growth.

At LiquidMind #liquidmindsite Harvard Business Review

we develop foundation platforms for brands.


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.

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