Building Brand Equity…

 

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… 

Stay True to your “Foundation”…

 

Enjoy the Ride..!

Bryan Smeltzer

W: bryansmeltzer.com

T: @bryansmeltzer

B: “Product Innovation and Marketing Success Blog..”

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Inspirational Product Design…

Inspired Design… Every brand aspires to blend creative designs with the most innovative, market driving concepts. This objective and “true” brand foundation starts with inspiring your design team, and allowing the freedom to be creative beyond reality. Eventually, reality is brought to life in these designs, but it always starts with what is thought to be impossible.

From this foundational platform which allows designers to think beyond, “what currently is” to “what can be”, you will breed a creative force. It is the “what can be” that drives the creative engine, and allows for the most innovative product driven platform. Inspiring the design team is a process driven not by looking at what  is in the marketplace, but rather what is not being done, and what can be “adapted” to ensure the brand will drive innovation for the next century. As I have mentioned previously, you do need to look at your competitive set as  this will always be part of the process, not for what they have done, but rather for what they are not doing. The best designers do not want to drive in the rear view mirror, but always want to be driving the Lambo down the open road, while letting reality take a backseat.

” The problem is never how to get new, innovative thoughts, but how the get the old ones out…”

Wisdom from Dee Hock

Inspire the design team, both graphic and industrial, with free-flowing, brand driven, creative briefs and you will be rewarded with the most innovative, market driving concepts, which then are brought into real world. You will find this process will create concepts/ideas ahead of their time, and some will be uncomfortable with this direction. But isn’t that the goal…?

Enjoy the Ride..!
Bryan Smeltzer

W: bryansmeltzer.com

T: @bryansmeltzer

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Creative Vision…

 

 

Companies that try to “milk” the Vision of their origins to long, suffer being eaten alive by their competition. Case in point…although Apple continues to thrive with a product life cycle created by Steve, this will soon turn into “Vapors” unless some new “Dent in the Universe” product is created. 

In addition to “milking” Steves legacy, Apple continues to get “pounded” by it’s competition, where they were the ones doing the pounding. I love Apple, and what is stands for, but at some point you have to stop the Apple “Core” from getting “Eaten Alive” ! Market share continues to dwindle, the product “pipeline” diminishes, and the true “Pirate” Vision of what Apple stood for continues to erode. It is actually sad to see, and one I am sure Steve would not like to see evolving from his Vision of Apple could be, and en-Visioned it would be.

The “Take no Prisoners” approach Steve had, with the mindset to “Always stay Hungry”, was the “Passion” that drove them to become the most valuable company in the world. Let’s hope this “Vision” does not continue to erode. 

The  “Hunter” has now become the “Hunted” , and the competition is taking Aim ! 

Always, always look to Innovate..!

Always obsolete successful products for something more Innovative..!

Always look to be the Hunter…!

Enjoy the Ride !

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog…”

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Brand Driven Product Marketing…

 

Brand Driven Product Marketing is key to making the connection between your “brand” message to the “core” consumer, and attributes of your product. This is the juice behind your brand, and what allows you to achieve cohesive positioning in the marketplace. To often brands do not “connect” with their “brand advocates” or send an inconsistent message, which either does not resonate or sends a confusing message.

While at these “Market Driving” brands, such Oakley, Taylo

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rMade, adidas or Schutt, our  product and marketing teams objective was to always  define our message while the product was being created, but most times this was clearly defined before pen was put to paper in the Design room. Strategically we knew what the brand stood for, and knew the product would match the message. Some of these brands had more clearly defined messages than others, but each had its own “authentication” and “heritage” story. Brand positioning had to match the message, culture and overall product strategy or you risk being thought of  as “not authentic” to your consumer. This is why it is always so critical to continually ask the question as you evolve your brand.. “Is this right for the brand..” ..

Whether in marketing strategies or products, it is always a key  question, but it all starts with a clearly defined product strategy, which then both the Product and Marketing teams can build a cohesive “Brand Driven” message around at retail. The more effective you are at creating a clearly defined positioning strategy, culture and vision for the progression of the brand, the more successful you will be at creating long term value. 

Match the Product with the Brand Message…

Engage your “Brand Advocates”…

Stick to your “Core” Vision for the Brand…

Enjoy the Ride..!!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog”

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Viral Marketing Strategy…

 

Strategic Viral, brand driven, marketing is one of the most strategic weapons available in the marketing Arsenal. This weapon, if deployed effectively and accurately, allows you to touch the “core” of your demo with messaging, imagery and a targeted “injection” that connects them with the brand.

With the increasing use of digital & social media marketing, viral “injections” can be achieved on many different levels. The most effective campaign is a clearly defined strategy of continuous messaging through events, promotions, products and branding. Each and every one of these “fuel the passion” for the brand advocates. Never taken for granted, and always “engaged”, the brands that effectively manage this balance and stay “true” to their foundational principles will build a following others will envy..

“Why join the Navy, when you can be a Pirate..”

                                                                                    Mr. Steve Jobs

This messaging must be achieved through a coordinated effort of the marketing force in the field  creating the content, and the digital marketing team converting the relevant brand content. I say relevant, as to many brands build digital content for sake of building content, though no true brand connection exists. This is the most difficult part of building a “Viral” strategy, and one that needs a “pipeline” to ensure content is continually flowing, and your advocates are engaged AND interacting. Interaction is the “key” to gauging your success. If all you are doing is building content down a one way street, with no active/mutual engagement with your “core” base, then you have done nothing more than build a mountain of digital content that no one cares about, and may in the long run damage the brand and your base.

Define your “Viral” content Strategy…

Build “Relevant” Content…

Actively “Engage” your “Core”…

Viral marketing is truly a powerful weapon, but make sure you deploy it effectively, and with a strategy before pulling the trigger. Done effectively, watch your infection base grown and the passion for your brand build…

Enjoy the Ride..!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog..”

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Strategic Sports Marketing…

 

Whenever brands look to strategic marketing and brand “activation” , one component is always how to effectively build, manage and define metrics on sponsorships deals.

With digital marketing and social media tools, athlete/team “activation” has become easier, but you must also have a cohesive, brand driven strategy to reach out to your target demographic. This “reach out” campaign is an integral component to assure your brand stays front and center with “key” influencers and target demo. With attention spans being shorter, this is one the main reasons why “traditional” hard copy media has collapsed over the years, with digital marketing becoming more prevalent. The reason for this is “synergy”, synergy between content activation your demo is looking for (i.e, NFL,NBA, NHL..etc.) and how they obtain this content via on-line activation (Social Media, Digital Marketing). This is a seamless interaction between “brand”, “influencers” and “target demo”. This is a classic case of market evolution, and extinction of another medium no longer being adopted…

Two of the main issues brands have with effective sports marketing is “athlete activation” and “defining metrics”. With the implementation of digital analytics  (ie. Google), these sponsorships via on-line activation can be effectively measured and “drilled down” to extreme detail. This becomes tangible data which builds an interactive database of “core” consumers who then become brand advocates, assuming your strategy resonates. Once established, you can continue to build, refine and grow this advocacy group, who should be converted to “viral” generators, spreading the brand “virus” via word of mouth (WOM) and digital/social world.

Welcome to the new world of Sports Marketing Metrics analysis…

 Define a Cohesive Digital Sports Marketing Strategy…

Activate your Brand, Sponsorships and Social Media plan…

Reach out to your “core” audience…

Watch the “Virus” expand…!

Enjoy the Ride..!
Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog…” 

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Sourcing must match Design Vision…

 

When selecting a primary source to produce your product overseas, you must ensure that the “core” compentancies/capabilities of  the factory match the “vision” of the Design team and brand as a whole. This many times is where brands fall short, and compromise happens, whether in construction, materials or both. In falling short, you risk alienating your consumer and long term growth of the brand. 

The sourcing component, and the development teams ability to carry the “vision” torch are integral to the success of not only the product itself, but assures the overall founding principles of the brands are carried out  in each product for the new season. This seasonal process begins with product line planning, marketplace positioning, concept/final design and ends with development, sourcing and final product qualification. This is a difficult, but necessary process, if you are to maintain your leadership position, and stay “true” to your brand. Sourcing with factories that are not component in your product will surely destroy your brand, as the consumers will recognize an inferior product and move to another brand. 

I always mention brands, not commodity driven products, as brands truely have an “advocate” following, and their expectations are to not buy a product, but rather live a “lifestyle: (ie. Ralph Lauren..). When you compromise this “lifestyle” through inferior products, the affinity for the brand has dimished and will eventually fade away….

Always bring Design “Vision” to Reality…

Do not compromise your “Principles”…

Always bring reality to the “Lifestyle”…

Enjoy the Ride..!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog…”

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Drive Traffic to your Brand…

 

Whether looking to drive customers to your brand on-line or in-store, you must find creative, unique ways drive consumer traffic. This has become easier, and at the same time harder for brands with the evolution of the internet and digital interaction with your customer. As you look to find unique ways to drive traffic,you must always manage all aspects of your marketing strategy, as other brands are looking to outmaneuver you at every turn. Those that do  will inevitably grab market share…

With attention spans getting shorter, you must “connect” with customer quicker and have a “point of difference” over other brands. Easier said than done, this requires a clear, concise, impactful branding message that “grabs” your customer either visually, verbally or a combination of both mediums. With a clearly defined marketing strategy, a well thought out branding message via digital, hard copy, social and viral, will build a “pipeline” of connecting points to your consumer. 

A brand continually evolves in it’s messaging, however the founding principles should be anchored in its culture, message and products. Through this evolutionary process, the marketing strategy is a “key” component to successfully aligning with your “core” consumer. Establish this alignment, continually interact and engage your “brand advocates” and you will be richly rewarded…

Build a Foundational Marketing Strategy…

Connect and Interact with your “Brand Advocates”..

Stay True to your Brand “Foundation”…

Enjoy the Ride…!

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation and Marketing Success Blog..” 

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Brand Commodity or Equity.. your Choice..

 

Brand or Commodity...Your Choice, but this is a choice you will have to make with your brand or product. A unique point of difference whether through your product, market positioning or both, will give your company an edge. However, in order to stay true to your root values and survive – the better choice is establishing and growing your brand. This is easier said than done, having been inside the belly of the brand beast, as most companies either do not have the time, resources or mindset to achieve this goal, and why you see few “true” authentic brands in the marketplace. Truly finding a unique purpose, perspective or product innovation pipeline, as you look to establish your brand is the key to unlocking your long term positioning.

At each of the globally recognized brands I have been with,  we never “Sold our Soul to the Devil”, as we knew it may cure some short term issues, but would damage us to the “Core” long term. In regards to the “Core”, I truly mean the heart and soul of what had been built for many decades. Either way, just remember, stick to what you believe or it never becomes authentic, stick to what you know or your goal will never materialize and by all means do not lose your soul as it will never be given back to you.

“Always STAY True to your Core..”

“Always BE Authentic to your Channel..”

“Always FIND Where you Belong…”

Enjoy the RIDE !

Bryan Smeltzer

“Product Innovation & Marketing Success BLOG..”

@bryansmeltzer

bryansmeltzer.com

 

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Create the WAVE, and RIDE it…

 

As I have previously discussed, brands can either “ride out” their success, or they can create a “new wave”. Most prefer to ride their wave out, or catch someone else’s. It is the fearless brand that takes chances, and some may hit the rocks occasionly, but when they “catch” a wave it is usually a monster.

It is risk tasking that allows you to search for your blue ocean, and not delve into the bloody waters infested with other sharks. This blood bath may feed your product engine for a period of time, but you must always look to create your own wave. Many catch others ideas, and create a better method, process or products, but you must find that wave which everyone talks about long after the sun has gone down. Search and you will find. At some point your hard work will pay off, and you and the entire brand will be richer for it. Keep searching for the next great wave, it is out there and is those that discover it first who will be remembered !

Always look for the next Wave.. !

Always ride it, but then start searching for the next One..!

Always strive to be first, the waves are fresh and the Ocean Blue..!

 

Enjoy the Ride !

Bryan Smeltzer

http://www.bryansmeltzer.com

“Product Innovation & Marketing Success Blog…”

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