March 9, 2011

Product Driven Marketing Strategy…

by bryansmeltzer in Branding , Marketing , Product Innovation 0 comments

A Product Driven Marketing Strategy is the most effective way to translate your product, brand ID, lifestyle and “point of difference” at retail. By having the marketing team strategically involved at the outset of the product evolution/ideation level, allows for the most cohesive, brand driving execution on the retail floor.

The intention is to ensure the marketing/creative team have as much lead time and “ammo” at their disposal, as they lay the foundation for effective product release/marketing campaigns and merchandising programs.By having this team involved from the front end “ideation” level they can gain a full appreciate for what went into creating this new concept, product or progressive idea to realization. As part of the normal creative process, marketing is usually always part of competitive analysis, product line planning and briefings, but not always part of the creative “evolution”. I have said, it is easier to imitate, and I mean truly imitate, not making a substantial improvement sufficient to displace or eliminate current products, or invent a new category opportunity. In saying this, marketing’s job is to ensure they capture this “evolutionary” process and subliminally translate this through effective collateral and merchandising presentations/programs to your “core” consumer.

As I have also said, designers live the brand and know the brand ID, and marketing shares this bloodline. It is incumbent on both to ensure this bloodline for the ID gets translated and infused into your target consumer. Live the life, the lifestyle and DNA of the brand… Like a machine running on all cylinders, Design and Marketing together create the octane that flows through the retail engine..!

Live the Life…

Love the Brand…

Enjoy the Ride..!

Bryan Smeltzer

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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