The “Soul” of a Brand is the key essence to all key areas that are the “Heartbeat” of the company; Vision, Culture, ETHOS, Leadership, Ethics and Values.

Each of these together build a “Vertically” successful Brand, and those who work for and follow the company have a clear understanding of what they “Stand” for…

Two many Brands are not “authentic”, try to fake it, but with our dynamic communication society, this is quickly vetted out. You must remain “True” to your “Foundational Values” as an Anchor to your ongoing success.

The author

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.