October 16, 2019
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Positioning…Blue Ocean…

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

When building a Brand Strategy, you must define yourself through a “unique” proposition to your target demo. Fail to make a clear positioning, and you risk entering a world that is Shark infested, and you will quickly get eaten alive.

In order to avoid such a death, make sure you build a solid foundational, first and foremost by defining brand or product market position against your competitors. One that outlines your brand values/lifestyle, translated into a unique product proposition. This is your initial focus, but then find some “Open Water” , one where no one else is swimming. Stay away from the “Blood” bath of commodity, “me too” products, where your only competitive advantage is price with no value. If price is your competitive positioning, then get out of the way as someone will run you over sooner rather than later.

Finding a “unique” proposition can take many forms, such as; giving your consumer a purchase “experience” (i.e, Apple) through effective retail presentation, building a lifestyle your consumers want to experience (ie. Nike,Ralph Lauren), or driving an “anti-demo” mystique message (ie.Oakley). Each is unique and effective, but each must be managed with strict discipline.

Although difficult, you must find your Open Water and this will allow you to swim freely while others getting eaten alive in the “Blood” bath of playing it safe !!

Always look to find your “Unique” Selling Proposition…

Always find your “Open Water” …

Always avoid the “Blood Bath” of Imitator Products…

Be an “Innovator ” .. !

Enjoy the Ride !

Bryan Smeltzer

www.bryansmeltzer.com

“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.

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