March 29, 2011

Stick to your “Core” Audience…

by bryansmeltzer in Branding , Marketing 0 comments

When you have defined who you are as a brand, part of this process is what consumer/athlete defines you and their desired lifestyle. This “core” audience principle is driven by Lifestyle and Aspiration, each are not mutually exclusive, but rather they work together to define what a brand stands for in your target audience’s eyes.

This message becomes unclear when you position yourself as something you are not, which is part of your defining Lifestyle principle. When this principle positioning is not clearly shown in everything you are as a brand, (i.e, messaging, viral, imagery, creative, lifestyle, products…) the message become blurred. Be “true” to yourself, and the “heart and soul” of the brand. Always, always be asking, “Is this right for the Brand”, and if you have clearly defined  who you are, an image of right vs wrong should send sirens ringing in your head.

Staying true to your “roots” that have anchored your brand message is the most creditable way to build and sustain long term growth with your consumer. Many brands have tried to move outside the zone of this message, and as a result they neither stay true to their customers or the brand, and authentication evaporates…

Stay “True”

Stay “Authentic”

Stay “Alive & Thrive”


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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