BrandDriven 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, TaylorMade, 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..!!
“Product Innovation & Marketing Success…”
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, Schutt Sports, among other international brands. In addition, Mr. Smeltzer founded an apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm. He currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.