Successful Branding requires a mindset for building long term loyalty, and a DNA strategy exclusive to your “bloodlines”. The distinction between great brands that survive, grow and continue to build “brand advocates”, versus others who “draft” off others success is clear when you analyze their inherent brand equity and market positioning.

When you have built a solid brand foundation that all inside the company believe in and “inject” themselves with every day, it creates a machine that is difficult to follow and usually leaves most “so-called” competitors in the dust. Many discount the “mystique” of  great brands, but few understand the power it commands at retail. Building a strategy around driving brand equity, by design achieves a “push-n-pull” strategy most would love to emulate. This strategy drives people to your brand, allows you to maintain upper tier price points, enhances product sell through and achieves enhanced product margins for your retailers. This “system” starts with a great Product Creation process, and ends with a cohesive Marketing and Merchandising strategy to drive brand value.

Always look to build a “Vertical” Brand Strategy…

Always look to continually drive “Brand Value” in all channels…

Always Inject and Engage your “Brand Advocates” …

Enjoy the Ride..!

Bryan Smeltzer

www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog..”

]]> http://bryansmeltzer.wordpress.com/2012/02/20/driving-brand-success/feed/ 0 bryansmeltzer http://bryansmeltzer.wordpress.com/2012/01/31/reality-distortion/ http://bryansmeltzer.wordpress.com/2012/01/31/reality-distortion/#comments Tue, 31 Jan 2012 07:09:37 +0000 bryansmeltzer http://bryansmeltzer.wordpress.com/?p=257 ]]>

Just finished reading “Steve Jobs”, and I found a term  tagged on Steve interesting;  ”Reality Distortion Field”. He would challenge employees to achieve his goals for Apple by imposing his will, but also by conveying what was soon termed a “Reality Distortion”.

Steve did not want to hear changes could not be made, or products adapted to build Apple’s next great “Innovation”. He knew intuitively what would make Apple great, and change the nature of how people live their lives. This comes at a cost, some survived and most did not. Those who survived understood this “bigger picture” mentality for Apple, and would look to achieve a higher purpose. I found this interesting, as Steve could be very direct and demeaning with his assessments in order to achieve Apple’s goals, but he was also passionate in his desire to “Make a Dent in the Universe”. Interesting perspective when you look at the nature of most companies who are not willing to take on such an MO. This is also why you see so few achieve greatness in our world today, as it takes some sacrifice both personally and professionally.

Although I did not always agree with Steve’s method for building greatness inside Apple, you can not deny the fact that he always looked for ways to make life more simple, and design more sophisticated. It is great to a have written record of such a great, true “Innovator”.  Many people claim to be driving innovation… however we should all strive and learn from Steve’s relentless desire to create “Innovative” products, blended with “Simple Sophistication”.

Always look to Drive Innovation…

Always have a Method to your Industry Revolution…

Always challenge the Established Mindsets to achieve Greatness…

Enjoy the Ride..!

Bryan Smeltzer

www.bryansmeltzer.com

linkedin.com/bryansmeltzer

Twitter: @bryansmeltzer

“Product Innovation & Marketing Success Blog..”

As simple as it sounds, building functionality into a beautiful design is not always easy. At times you will need to sacrifice design aesthetics to achieve the need in functionality. The ultimate goal of any product team is to achieve the “hybrid” formula of “simple” sophistication with a “functional” design.

Great brands have established a certain “look” , “feel” and “mystique” behind what they build and do. This is intentional and by design, being at the outset you established your “foundational” principles in driving the brand to your”core” enthusiasts. Correct …? When you have this foundation established, everyone no matter how difficult the task, understands the need to achieve a great design, but a functional one that serves the purpose of its intended use. As you move along the path of building product line extensions and growing your brand overall, this will continue to be your challenge, stay “true” to the foundation as a team. For if you sacrifice to quickly or not collectively, you risk losing your “Edge” as a brand, your defined POD  and degrading the “Innovation” driven mindset.

Brands must grow, and the goal of building “simple”, yet sophisticated designs with increasing functionality becomes more challenging. This is where your established foundation will serve you best. The brand will lock arms, refuse to give in to mediocrity, and build the greatest products on the planet, period….!

“Always look to “blend” Design sophistication with Functionality…”

“Always look ahead, never behind…”

“Always stay “true” to your Brand Principles…”

Enjoy the Ride.!

Bryan Smeltzer

www.bryansmeltzer.com

http://www.linkedin.com/in/bryansmeltzer 

“Product Innovation and Marketing Success Blog…”

]]> http://bryansmeltzer.wordpress.com/2012/01/11/blending-function-with-design/feed/ 0 bryansmeltzer http://bryansmeltzer.wordpress.com/2011/12/27/building-a-masterpiece/ http://bryansmeltzer.wordpress.com/2011/12/27/building-a-masterpiece/#comments Tue, 27 Dec 2011 20:47:19 +0000 bryansmeltzer http://bryansmeltzer.wordpress.com/?p=247 ]]>

When striving to build great products, you must always remember the “Beauty is in the Details”. Most brands look to compromise at some point when commercializing their products. This can be in form of areas not seen (internal), or items discarded (packaging). The most sophisitcated and longest lasting brands are ones who “find” a way not to compromise on quality, aesthetics or design integrity, and strive to “Build a Masterpiece” within a financially viable model. Conceptually this is always the goal, but in reality not always achieved. However, if not established at the outset, this goal can never materialize. Another benefit to setting this “Masterpiece Vision” is everyone is driving towards the same goal, and if compromises are made they recognize the impact.

In the minds of everyone involved in conceptualizing, developing and building your product, each should feel as if they are part of building brand equity. It was Leonardo de Vinci who once said, “Simplicity is the Ultimate Sophistication”, and if each piece is thought out in this manner success can be achieved. Simplicity in Design or Function can take the form of  Internal Design, Exterior Details, Color Schemes, Packaging, Materials Utilized or Font designs. Each individually do not create a “Masterpiece”, but collectively may achieve this goal.

The goal of the Product Creation process is to create a “Vision” of what your brand strives to be. Never compromise, or shortchange your product or process, for if you achieve success without compromise, success will surely follow.

Always look to Not Compromise..!

Always Strive to “Build your Masterpiece…” !

Always Spread the “Brand Vision…” !

Enjoy the Ride..!

Bryan Smeltzer

www.bryansmeltzer.com

http://www.linkedin.com/in/bryansmeltzer

“Product Innovation & Marketing Success Blog..”

Brands that have a clearly defined positioning strategy from product ideation through retail merchandising, succeed as a result of proper overall presentation.This presentation mindset is engrained into the culture of these brands, and cross-functionally expectations are to “finish off” all aspects prior to qualifying the product for distribution.

To many times you will see brands either “rush” a product to market, or qualify a product knowing it is not representative of the brand image. It is crucial and imperative, for brands to “Bleed” brand equity wherever and whenever it can. One of the most effective opportunities is in product presentation at retail or on-line. When a product is opened, this may be the first or last experience a  consumer has with your brand, and  they can either become an “ambassador” or move on to another. 

With the marketplace becoming more “interactive” (QR codes/tags), this is a significant opportunity to tell your story (be brief…!), or build “personality” around your unique product or technology. As powerful as this medium is, be careful not to abuse your priviledge. The intention is be “informative” and leave them wanting more…

Always “Finish off ” the Product (No Shortcuts)…

Always look to “Interact” and “Inform”…

Always look to build Brand “Equity”…

Enjoy the Ride..!
Bryan Smeltzer

www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog..”

All brands at some point face a crossroad, as to how and where continued growth will be sustained on a regional or global scale. Fortunately those who have an established a system for driving their creative engine, and have implemented an operational excellence platform allowing them to bring innovative concepts to reality will succeed. This system does not stop at commercialization, as it is integral that the timing of product releases be driven by your need to establish, build and sustain long term growth. In other words, your product “Pipeline” is integral to your sustainability as a brand.

This “Pipeline” is your system, and one which ties the threads of the overall company together and allows it to function as a team and run on all cylinders. Without a truly “Innovative” driven ideation, product creation process that allows Designers the freedom to breath and create, you will be challenged to look forward for fear of who is behind you. You know you have arrived, and have established a system for long term success, when you do not care who is behind you, but rather focus on chasing down the prize that is in front of you. Conquer those that “choose” to stand still. Remember you may be on the right track, but if you choose to stand still you will get run over…!

Build a Product “Pipeline”..

Stay True to the Brand..

Sustain a Long Term Vision..

Do not Stand Still..!

Enjoy the Ride.!

Bryan Smeltzer

www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog..”

Building, maintaining, connecting with and growing your “Brand Advocates” is crucial to assuring long term brand value. This is the “core” group of individuals who will “stick” with the brand through the ups and downs, regardless of  competitors need to capture category market share. 

In great measure this group of “brand advocates” are loyal to a fault, but the brand must understand this loyalty comes with a desire to become and stay “connected” with the brand. Also, the expectation is the “brand” stays true its principles. This should be familiar territory for most brands, as we have discussed, these are founding pillars that are established at the outset of creating the company. These can change, be adjusted, but in no means can the overall direction of the company and the “foundation” be completely re-built. Even if a company “rises from the ashes”, the original foundation that made it great once, must be re-established and new “brand advocates” re-engaged.

However a brand chooses to engage it’s “advocates” these are the ones that spread the “virus” of brand loyalty. Many brands have been able to infect masses of “brand advocates”  for many years or even decades (ie. Apple, Nike..), and the formula of  ”foundational principles” always pushes the brand to aspire for continued greatness, along with connecting with these loyal customers.  Continuing to build this “engagement” relationship through new digital, viral and social means is an integral piece for assuring long term brand success. 

Always look for ways to build, maintain and grow your “Brand Advocate” base…

Always stay “True” to the Brand

Always look for ways new ways to “Connect”…

Enjoy the Ride..!

Bryan Smeltzer

www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog..”

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..” 

Steve, the iCon, a tribute to the one who inspired so many, continually challenged others and was committed to “Taste” blended with “Innovation” and “Function”. With the passing of Steve, this was a very sad day as I have always looked to him for inspiration and motivational leadership. Steve was not only a mentor, but one who stood up for what he believed in, and was able to convince skeptics of his passion for giving people products they never knew they needed or wanted. Always tastefully done, with relentless attention to detail, Steve not only created the computer, but his creatively spread across everything we touch and use on a daily basis.

Although challenged with lifes ups and downs, Steve always stood up for what he believed in, and what was right for the brand. Apple was Steve, and Steve was Apple, synergistic from top to bottom, inseparable.  In creating this machine, one which was able to somehow always surprise us with products created under the “veil” of secrecy. No matter how large the company was, Steve always remembered the foundation on which Apple was founded. Always create “Awesomely Great Products”, never stand for anything that is not “Tastefully” designed and never let people tell you what they want.

I , along with many other people across the planet, will miss you Steve.. Rest assured, there is a permanent “Hole in the Universe” as a result of your passing. Thanks for giving your relentless vision to always look beyond our talents to what “can be”… 

Memos from the “Master of Innovation”:

“Lets Make a Dent in the Universe…”

“Your time is limited, do not waste it living someone elses life..”

“Innovation distinguishes between a follower and leader..”

Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do,”

“If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on.”

“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

“Almost everything–all external expectations, all pride, all fear of embarrassment or failure–these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart…”

We will miss you Steve, Rest in Peace knowing you have left the world a better place and we will always “Think Different”..

Enjoy your ride, remember life is short..

Bryan Smeltzer

www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog..”

A “Product Innovation Pipeline” is built from foundational brand positioning principles, and driven by a defined process execution. As I have mentioned previously, it is much easier to “imitate” than it is to “innovate” in your market space. However, if you have a defined process for ensuring “Innovation” is always part of your overall brand strategy, then you will have no shortage of “market driving” ideas/concepts. 

This “Innovation Pipeline” build is a sophisticated process, from defining the overall market space/opportunity to brand positioning, through design “ideation” and eventual commercialization of your concept, each progressive step must be  managed to ensure the execution happens within timeline expectations. It is one thing to have a great idea, but if it is never commercialized, it remains a “great idea”….” Innovation” is driven through a foundational system which assures “market driving” concepts are commercialized, and ensures you have the proper leadership to provide accountability and ongoing visibility. Driving with a  ”road map is certainly easier than driving in the dark with no clear direction. Some brands continue to drive in the dark hoping they find their destination, while others drive with a defined purpose, clear direction and a leader with a long term vision.

Define your Brand “Foundation”…

Build a “Product Innovation” System/Process…

Stick to your “Foundational Principles”…

Always look to “Drive the Market”…

Enjoy the Ride..!

Bryan Smeltzer

www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog…”