The “Art of Destruction” is key to successfully building a long term brand that brings a constant “Point of Difference” to the marketplace. With this principle in place as part of your overall evolutionary process, you will never have a shortage of creative ideas, concepts and “pipeline” of product progressions or reinventions.
This “Destruction” principle follows very closely the concept of “Out-Innovating” yourself, as I had talked about previously, however it builds upon this principle and allows the Product, Marketing and Design teams to think completely “outside the box”. When implemented in combination with one another, the brands marketplace positioning is always protected both short term and long term. Implementing the “Destruction” concept is difficult and requires a more engrained long term thought process. This process takes into account competitive reactions, marketplace implications, product life cycles and adoption rates on a long term basis.
The overall intent and reasoning behind “Destruction” is to always find a way to “re-invent” yourself to your “core”, early adopter consumer through new product introductions, relevant brand content or enhanced technologies that move your brand into another level of “Evolution”. Although difficult it is a necessary part of your product portfolio, and brand “authentication”. What is your next “Break-Away” Design/Product..?
Always look for ways to destruct your current products or category…
Always re-invent yourself with “Flagship” Products…
Always leave your competitors wondering “What is Next”..
Welcome to the “Art of Destruction”..!
Enjoy the Ride..!
Bryan Smeltzer
bryansmeltzer.com
@bryansmeltzer
LiquidMindsite.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.