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Witmer-Group-Brand

Driving Brand Equity has many ingredients and each is built around the key principles of which the brand was founded. As you evolve and grow these principles can be adjusted, but not from the main positioning objective that are the origins of the brand.

To stick with what made you “stand for” is difficult at times, especially when you see the “low hanging fruit” in front of you, but remember any strategy that compromises brand equity or value is difficult to recover from long term. Short term you may reap the benefits of positioning which does not hold true to the brand, but eventually “trust” and “authentication” dissipates.

The key to long term value is “staying the course” through the good and bad times, which all companies encounter at some point. The value of your brand is driven by instilled beliefs from the foundational bloodline that flows through the entire company…people, processes,messaging, positioning,products…

Value is a perception in the marketplace driven by the brands ability to built great product, market against the competition with a definitive POD, position within the right channels and continually stay “true” to your roots, as this will provide shelter when storms inevitably hit…

Always Stay True to your “Foundation”…

 

Enjoy the Ride..!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog..”

 

Creation

 

The “Art of  Creative 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 Creative Destruction”..!

Enjoy the Ride..!

Bryan Smeltzer

bryansmeltzer.com

@bryansmeltzer

“Product Innovation & Marketing Success Blog…”

 

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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

http://www.bryansmeltzer.com

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

“Product Innovation and Marketing Success Blog…”

 

artificialintelligence

With the World literally within your reach, the new reality for driving your brand will be to connect globally with your prospective consumer through digital interactive media. The new interactive media “bloodline” is digital, which allows the marketing team to drive instantaneous brand messaging both virally and socially.

This new “weapon”, which has been proactively adopted by many brands, still is being deployed like a bomber blowing up anything in it’s path, versus an “elite” strike force with a defined target and mission. With this focus, this new weapon becomes a powerful part of your marketing strategy arsenal. Specifically, there are many different areas of “soft” copy digital media that can be implemented at lower cost with increased market penetration and defined metrics. This is the magic formula for marketing team that has always struggled to calculate ROI.

These digital campaigns are most effective when they are part of an ongoing brand message, seasonal product releases and integrated into social media strategy. By “reaching” out to your “core” consumer, one who embraces culture and lifestyle of the brand, you have effectively built a pathway for them to become part of your brand. This is done via social networking, where you can “activate” interaction between “the brand” and the consumer. With this type of networking you can also decide to “partition” interaction between different segments of the brand such as: Sports Marketing, Marketing, Product, etc…. effectively creating an “underground” connection to the brand.

You can also extend digital marketing messages, and strategic campaigns that are measurable through “activation”, “interaction” and eventual consumer “purchase”. The power of digital marketing comes through in these campaigns and “social” interaction. Soft copy is now what Hard copy once was, still integral to the overall marketing strategy mix, but as a secondary component vs a primary driver. This “blending” marketing strategy will continue, but most if not all hard copy advertising has in someway adapted to the “softcopy” digital transition.

The message should be loud and clear, like a freight coming at you full speed.. your Choice is clear….

Jump On and Enjoy the Ride…

Get out of the Way and become Extinct…

or do nothing and Die….

Your choice should be to “Jump On”.. Enjoy the Ride.. If you don’t, the next evolution in Marketing is coming and you need to be prepared with what is new reality today, so you are prepared for tomorrow..!

All the best..!
Enjoy the Ride….

Bryan Smeltzer

“Product Innovation & Marketing Success Blog”

http://www.bryansmeltzer.com

Stephs Revival..

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Being part of Steph’s “Revival” has been an extremely rewarding experience, and one that comes along once in a lifetime. One where the stars align, and you are able to provide a product that truly makes a difference in someone’s life allowing them to perform to their potential.

When Zamst first started in our sponsorship of Steph several years ago, he was at a stage where some did not feel he would return to the game he loved, and others who felt he may not return at all. However, through perseverance, persistence and a trust of what he was capable of doing once healthy, has allowed him to achieve a “Revival” unlike any other seen in sports.

Not only has Steph achieved NBA MVP, but more importantly he is a truly genuine person that has a passion for the game and his family. A great person w/ deep values not always seen in sports these days, and Steph is a TRUE Role Model for those looking for someone to follow.

Life Lessons..

Always Persevere through your Challenges..!

Always look to God for Strength and Support..!

Always hold True to your Values and Family !

Enjoy the Ride..!

Bryan Smeltzer

“Product Innovation & Marketing Success..”

@bryansmeltzer

bryansmeltzer.com

orange-squeeze-by-flickr-capsicina

Driving, and building a Brand’s ID to your “core” audience is key to developing a social presence, and long term relevance. “Juicing” the Brand is a continual process, and has many components that work together to ensure you have an effective marketing strategy.

In the “digital” age you are constantly challenged with not only keeping your audience engaged, but ensuring your “voice” is of interest. With many voices looking to engage this audience, you must have an effective plan to continually keep them coming back and engaging them in your brand “culture”. As we have discussed, this Brand Culture…is the lifestyle your audience wants to be a part of..

Bring them in, engage them in your Brand, and keep them coming back..

Always look to “Juice” the Brand…!
Always drive a “relevant” Brand message…!

Always build a long term “Plan” to Engage…!

Enjoy the Ride !
Bryan Smeltzer

bryansmeltzer.com

Twitter: @bryansmeltzer

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

“Product Innovation & Marketing Success Blog..”

17-ton-great-white-shark-shuts-down-australian-beaches-for-5-straight-days

When building a Brand Strategy, you must define yourself through a “unique” proposition to your target demo. Fail to make a clear positioning, and you risk entering a world that is Shark infested, and you will quickly get eaten alive.

In order to avoid such a death, make sure you build a solid foundational, first and foremost by defining brand or product market position against your competitors. One that outlines your brand values/lifestyle, translated into a unique product proposition. This is your initial focus, but then find some “Open Water” , one where no one else is swimming. Stay away from the “Blood” bath of commodity, “me too” products, where your only competitive advantage is price with no value. If price is your competitive positioning, then get out of the way as someone will run you over sooner rather than later.

Finding a “unique” proposition can take many forms, such as; giving your consumer a purchase “experience” (i.e, Apple) through effective retail presentation, building a lifestyle your consumers want to experience (ie. Nike,Ralph Lauren), or driving an “anti-demo” mystique message (ie.Oakley). Each is unique and effective, but each must be managed with strict discipline.

Although difficult, you must find your Open Water and this will allow you to swim freely while others getting eaten alive in the “Blood” bath of playing it safe !!

Always look to find your “Unique” Selling Proposition…

Always find your “Open Water” …

Always avoid the “Blood Bath” of Imitator Products…

Be an “Innovator ” .. !

Enjoy the Ride !

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog..”

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