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Take Risks..!

 

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

When Driving your “Go to Market” strategy, the safe vs risk component is always front and center. I say have a very cohesive brand development strategy, and one that drives home your message, but take a risk ! This is your chance to get people talking, they key is not to be something you are not, but rather something you would like to “eVolVe” into at some point. Brand “EvoLutioN” is key if you are to survive against your competition, regardless of the product you sell.

Being “different” has a proven model for success, and one that allows a brand to evolve and be accepted. This strategy is also very uncomfortable for many brands, with risk there is reward, but also the chance for failure. Failure is the Battle Scars of a “True” Innovator !! Those who play it safe, with a “Imitate vs Innovate” mentality eventually get run over ! Get off the tracks if you are not going to risk failure….

  • Always Take strategic Risks..!
  • Always Assure that Failure makes you a stronger Brand..!
  • Always Encourage Risk taking..!

Enjoy the Ride !
Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog..”

 

aaron-chang

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

http://www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog…”

Driving Brand Success...

 

In order to effectively drive your products at retail, regardless of channel, you must have a clear product positioning strategy. This strategy must allow you to not only establish a “footprint” within your targeted distribution channel, but continually build upon your success.

With inventory turns being a barometer of success, it will be key for the brand to establish their competitive “POD” while presenting your product line, and activating this strategy when it hits the shelf at retail. This positioning takes form on many different levels, and each complements one another to structure a vertical brand. These components are; product performance attributes, pricing structure, branding, key selling points and merchandising strategy, each building upon one another.

If you believe your product has clear ,”authentic”, benefits that are superior to key competitors, this should always be your lead. Other components will round out the overall positioning, but having a superior product allows you to tell your story from concept through reality. This is why true “innovators”, not “imitators” will have a distinct advantage when it comes to positioning, and securing a leadership position. “Imitators” drive by looking the rear view mirror, while “Innovators” drive by looking forward and lead the pack. This is why “Imitators” crash and burn…

Always look to Position through superior Innovation..

Always stay ahead of the Imitators…

Always look to build a Vertical brand…

Enjoy the Ride..!
Bryan Smeltzer

web:www.bryansmeltzer.com

T:@bryansmeltzer

LI:linkedin.com/in/bryansmeltzer

“Product Innovation and Marketing Success Blog…”

 

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…”

 

c65507fefadb0fa98ccb6156c10cda7b

 

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

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