A Brand ISa 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…
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 driving a BMW, wearing Oakley’s, suiting up in an Armani…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..!
“Product Innovation & Marketing Success Blog..”
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.