Brands that classify themselves as “Disruptive” have a clearly defined a market opportunity, drive towards bringing this “vision” to reality and understand the risk that comes with this “Creation” process.
Brands that “think” they are “Disruptive”, are just “Disrupting” while they figure out what they are trying to accomplish, take “incremental” steps towards design/product progression and have no clear vision of their objective are just disrupting the channel. This more often than not leads to frustration within the company, and confusion outside the company. Consumers want to “live” the Brands lifestyle, but if the Brand does not know what lifestyle they are leading, then ultimately consumers walk away !
Being a “Disruptive” force in your channel, or creating a new opportunity outside your channel is a key component to a companies long term success. There are very few who have effectively managed this expectation, but those who have succeeded are better off both internally and externally.
Always “strive” to be a “Disruptive” Force…
Never be a “Disrupting” distraction…
Always stick to your Brands Values…
Enjoy The Ride..!
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.