The Evolutionary process behind how a product, or product line, was conceptualized and eventually commercialized is a “key” to visualizing how a brand inspires Innovation in its design process. As you show, both visually and verbally, this “product and brand evolution story” to your customer/retailer it becomes clear the effort that goes into this process, but more importantly it creates an anticipation as to “what’s next” for the brand. It sets a brand direction, lifestyle and culture they can “touch and feel”, and they become part of the growth and development of the brand, more engrained season after season…
In contrast, products which are not defined in this manner, become impersonal, commodity driven with no significant POD outside of tangible, product (price/value) benefits and price point advantages which can lead to compression over time. These are important when building and growing a company, however the more you can let your customer “take a look inside the vault” of your companies “bloodline”, the better for overall livelihood of the company long term.
Product “Evolution” when translated properly transcends across both the company and consumer, which creates a very clear direction as to how a brand perceives itself and what is engrained in its overall strategic direction and focus. This tangible “lifestyle” component needs to be consistent with brand guiding principles and positioning, or the message becomes perceived as not “authentic” and this loyal consumer moves to next brand which can satisfy their lifestyle choice. As I stated before, consumers buy a “lifestyle”, not a “product”. This is a “key” difference between being a “brand” and being a “commodity” product. Let them live inside the brand, and how is has evolved. The more you can connect with your consumer, the more you can give them something beyond just a product, the more loyal they become…
Always be Authentic..
Live the Lifestyle..
Share the Love..
Enjoy the Ride..!
Bryan Smeltzer
bryansmeltzer.com
LiquidMindsite.com
“Product Innovation & Marketing Success…”
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.