Many times brands “react” to new external environments vs “sticking” to a strategy for building long term loyalty, maintaining a mystique and driving innovation across all levels. Reacting to new marketplace realities and continually taking a new path vs “refining your course” is a sure way to “crash and burn”, or at the very least degrade brand value and disconnect with your “core” consumer. The original principles that defined the brand are “foundational pillars” critical to ensuring a cohesive “bond” is built internally with employees and externally with your brand advocates.
Ensuring you have a “dynamic” brand strategy, driven by cohesive foundational elements which are not comprised is crucial in all aspects of both product creation and marketing. As I have mentioned, both product and marketing working in unison with one another to ensure you have the right product, for the right customer, in the right location, at the right time is the ultimate goal in building this dynamic brand driven process. Timing is truly everything when you look at building and maintaining your positioning in the marketplace.
Building a foundational “Brand Strategy” with pillars defining your path for growth, while allowing for new technologies, strategies and course “refinements” are “key”” elements for driving continual strategic brand growth and establishing long term brand advocacy.
“Build your Brand Foundational Pillars…”
“Refine your Course, do not change Course..”
“Stick to your Principles…”
Enjoy the Ride !
Bryan Smeltzer
www.bryansmeltzer.com
“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.