May 10, 2018

Product Branding…

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

Product Branding is an engrained strategy, and positioning that sits at the “heart” of all brands. While still in the planning stages, a brand decision is made as to “Who do We Aspire to Be…”  This is one of the most crucial decisions, as it sets a precedence and founding principle behind all that you do, regardless of product or process. 

If your intention is be the most “Innovative” brand within your respective category, it must not only be engrained inside the “bloodlines” of your products, but also within your people and processes as well. You do not get to the top of your game playing half speed…. This foundational principle if carried out through all that you do, will allow to quickly instill and “inject” this blood flow into new designers, developers, marketing teams and “brand” advocates who will embrace your “authenticity”. This “authenticity” by design must never leave the body of the brand, or you risk being rejected by those who believe in you most. 

Branding is is defined on many different levels (i.e. Products, Design, Logos, Colors, Imagery, Positioning, Marketing,Communications, POP, etc. ) , and all are important, but to have  the branding principles injected into the “veins” of the company throughout all levels is the most important ingredient to assuring everyone is driving in the same direction.

Always define “Who you Are…”

Always stay “True to the Brand…”

Always stay “Authentic…”

Enjoy the Ride..!

Bryan Smeltzer

“Product Innovation & 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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