March 12, 2013
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Product Creation Engine drives Marketing..

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

There’s Beauty In Performance ! Great Product Design and Creation drives a brands Marketing engine. Without Great Products serving a defined purpose and a clear USP, Marketing will run out of “Ammo” quickly. With the Product Team putting gas in the Marketing Engine, this allows the team to build an “authentic” message that resonates with your “core” enthusiasts. It is not a matter of  “if”, but “when” a brand loses it’s “edge”, when the messaging does not match the Product reality !

I have seen many brands “Die” when they sell their “Soul”, which is the key “Bloodline” to ensuring your long term health. Just finished reading some more juice on Steve, and he was a follower of Henry Ford. Ford knew what the customer wanted  “before” they knew they needed it !  The Model T was a great product, simple, intuitive and would change the landscape of American Culture. The Model T, although simple in product, was sophisticated in its design.

Always remember as Henry Ford was quoted; “If I would have asked my customer what they wanted, they would have said a faster horse !”.  When Steve was developing the MacIntosh platform, they said it could not be done, as with Ford, but he knew if developed it would change the landscape of American Culture. 

To develop and create Great Products you will take on Great Risk, and those who dare to fly in the face of absolute uncertainly aspire to Greatness, but are willing to deal with and move on from  Defeat. 

Let’s make dent in the Universe ! ……Steve

What are you willing to risk for Greatness ?

“Always Aspire to fly higher than your Competition..”

“Always look to Great Product to affirm your Brand positioning…”

“Never sacrifice your Soul to develop a Product that is not right for your Brand..”

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.


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