May 19, 2014
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True “Product” Marketing..

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



Strategic Brand Marketing starts and ends with Product. The most effective marketing programs are developed on the front end of the product line planning process, and evolve throughout the design “ideation” cycle. This is why it is critical to have the Marketing team involved at the front end of the process, and part of the product design “evolution”.

As with any truly “great” brand, they have a process to continually evolve, take the “lead” and leave their competitors sniffing fumes. The goal is always to “out-innovate” yourself, and most companies speak these words with no action, but the true “innovators” inject this foundation into their bloodlines..! In order for these brands to continually drive new innovation and have it connect with their brand followers, they must be able to convey this “passion” through effective brand marketing. This stepped process begins on the front with defining the brand opportunities, competitive challenges/threats, strengths and weaknesses that need to be improved (SWOT). Once this is complete, the team defines the new product line plan, positioning, SKU/Merchandising mix and moves on to the Creative Engine. This creative engine is what makes or breaks a “true” brand. You must have a process where marketing is engrained with the design team, and understanding their mindset when designs are created. Through the Design Briefing process, marketing will get an inside look at what the designers utilize for Inspiration. These inspirational keys will also drive how this “design evolution” is translated to the brands consumer.

By implementing this process, marketing is able to get in the designers mindset and ensure that the product evolution is translated to both the retailer and “core” consumer through strategic Product Marketing programs. This process creates an effective & efficient marketing machine, unique the brand..!

Build a Brand Driven, Product Creation process…

Engrain Marketing in the Design process…

Engrain Design in the Marketing process…

Translate the Product Evolution…

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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