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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…”

snowboarder

Brand Culture…

A brand IS a Lifestyle choice for a consumer, not a Product choice. Growth for a Branded consumer products driven company is driven by your ability to create a Lifestyle for your “Core” customer first, and then balance it’s extension beyond this base. This is a very delicate balancing act, as a significant number of brands extended to far, eventually went over the cliff and their “core” base never returned.

Product by design for a premium brand should always be driven a quality and performance, but also has a story built around its eventual creation. This story is the “Connector” between the Design Ideation process, and Marketing’s ability to convey the vision at retail or on-line.

As the brand execution team, you are the ” keepers of the flame” , do not let it burn out… keep thinking outside the box… provide new experiences for your loyal followers, take them on the ride with you..! Always, Always…

Think

Act

Be

Different..!

Your customer wants to be part of the lifestyle offered and envisioned by your company, the brand. Their is a certain persona and lifestyle associated with… so give it to them and let them be part of it ! The Product is an extension of the brand, which is driven by a lifestyle chosen by your “core” consumer. Stay true your purpose, be authentic and they will stay loyal to you… The BRAND…!

Enjoy the Ride !

Bryan Smeltzer

“Product Innovation & Marketing Success Blog..”

http://www.bryansmeltzer.com

social-media-marketing

The ability of a brand to connect with their “advocates” on-line, and proactively “reach out” and interact is “key” to building a successful Social Marketing program. These “advocates” have the world within their reach, and want to be part of the brand’s lifestyle/culture.

If a brand fails to embrace these advocates from a viral and social perspective, they risk alienating their “core” consumer and driving business to another that will embrace them continually. In order to effectively reach out, you must define a clear social networking strategy , which encompass’s an “authentic” message with continual interaction. Many brands still reach out in a unilateral direction, which defines their strategy as self promoting machine that does not understand the current state of social interaction. When you have clear direction to viral/social interaction with your audience, it is not only defined by company positioning, but also infects everyone involved with the brand and as a result the message is clear, concise and effective at all levels. Successful Social Marketing is built off of foundation of guiding principles which are at the “core” of the brand:

Define “What” you stand for…

Communicate this clearly to everyone inside the brand “Camp”…

Be Proactive in “Reaching Out” to your Brand Advocates

Always be “Authentic”…

Once this “vertical” messaging is grounded into the principles of the brand, it can be communicated into the social world with your “brand advocates” , but the key to brand growth is the have these advocates “inject” others with the message, lifestyle and culture. Remember, customers do not buy “products”, they buy “lifestyles”, and brands who understand this principle will successfully grow not only their “advocate” base, but revenues as well.

Enjoy the Ride..!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog…”

Product-Innovation

Product Branding is an engrained strategy, and positioning that sits at the “heart” of all brands. While still in the planning stages, a brand decision is made as to “Who do We Aspire to Be…” This is one of the most crucial decisions, as it sets a precedence and founding principle behind all that you do, regardless of product or process.

If your intention is be the most “Innovative” brand within your respective category, it must not only be engrained inside the “bloodlines” of your products, but also within your people and processes as well. You do not get to the top of your game playing half speed…. This foundational principle if carried out through all that you do, will allow to quickly instill and “inject” this blood flow into new designers, developers, marketing teams and “brand” advocates who will embrace your “authenticity”. This “authenticity” by design must never leave the body of the brand, or you risk being rejected by those who believe in you most.

Branding is is defined on many different levels (i.e. Products, Design, Logos, Colors, Imagery, Positioning, Marketing,Communications, POP, etc. ) , and all are important, but to have the branding principles injected into the “veins” of the company throughout all levels is the most important ingredient to assuring everyone is driving in the same direction.

Always define “Who you Are…”

Always stay “True to the Brand…”

Always stay “Authentic…”

Enjoy the Ride..!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog..”

doodles_sportcars_1363083615

“Authentic” Product Creation is a process where a brand has developed such an efficient and effective system, they are able to commercialize concepts that drive or re-create product categories. This system is key to gaining their competitive advantage long term, and leaves your competition to “imitating” and not truly “innovating” in their space.

By “imitating” they lose their authentication, and as a result the “edge” becomes “dull” and the “passion” fades. This is when brands who have a “Authentic” product creation “Systems” come in for the “kill” and take down the competition. It is integral to your long term success that you understand that taking “risks” in your product creation life cycle is critical to ensuring your “passion” stays alive. Risk adverse companies eventually die and become prey for those willing to “re-create” their DNA and maintain their lifeblood as a Brand…

  • Always look “Create” original masterpieces…
  • Always look ahead, never behind, leave that for “Imitators” …
  • Always maintain your “Lifeblood” as a brand…

Enjoy the Ride..!
Bryan Smeltzer

“Product Innovation & Marketing Success Blog..”

 

Innovation-Race

 

In order to set a course where you are considered the market leader, and one by which all standards within a respective market are measured, you must at times be “Disruptive“. In its purest sense, a “Disruptive” innovator is one who sets off on their own course, not always knowing where it will lead, but heads out to open water anyway. This course is strategic and set by the leaders within this Innovator. This open water strategy is set, but not completely known as it has never been crossed before. As a result, this market leader has followers, each looks to see where he has gone, not the course he has set. There in lies the competitive advantage of a “Disruptor“, one who sets his own course, constantly challenges from within and never looks back.

In order to become relevant and achieve leadership within your industry, you must at times become a category “Disruptor“. Innovation is driven not by those who Imitate, but rather by those who choose to take a risk. Without risk, there is no long term reward. This is not for the faint hearted, which is why so few have achieved market leadership, while others continue to feed off their success.

Always look to “Disrupt” in your category…

Always “Innovate, don’t Imitate”…

Always have a “Market Driving” strategy…

Enjoy the Ride…!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog…”

AR-Revolution

 

Successful Product Life Cycle Execution requires a disciplined approach, process driven mindset and accountability for execution. This is easier said than done, and their are many companies doing a lot of talking while others execute.

Execution is the most critical ingredient to ensuring proper Product Life Cycle management. Other components which are part of the pre-planning process such as Product/Category Line Planning, Master Scheduling, Critical Path Analysis, PDCA Reporting, Market/Competitive Analysis are also crucial, but the ability to execute against your plan is integral. Once you have done your pre-line planning (i.e Styles, Price Tiers, Merchandising, etc…), developed a comprehensive Market/Industry Analysis, then a detailed Master Schedule is created. This should effectively track the progress towards the commercialization of your product.

The Master Schedule acts as barometer to gauge progress, assures proper resource allocation and in a “true” world is dependent. When dependent scheduling is mastered, the planned commercialization date is never compromised. This is crucial to proper execution, as accountability is assured and teamwork is needed. The single biggest issue facing the Product Life Cycle team is missed commercialization dates, as many departments are affected when this date is missed or is constantly being updated. As you move along the product “food chain”, if dates are missed, marketing cannot activate programs and sales can not effectively plan for seasonal presentations to key customers.

This is why I say “execution” is the “key” ingredient in the Product Life Cycle process. You can plan on paper, but unless you track to a definitive date for product line commercialization, then your ability to succeed is diminished.

Clearly define your “Product Life Cycle” process…

Track progress, and do not compromise…

Hold individuals/departments accountable…

Execute against your plan..!

Enjoy the Ride..!

Bryan Smeltzer

www. bryansmeltzer.com

“Product Innovation and Marketing Success Blog”

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