The Evolutionary process behind how a product, or product line, was conceptualized and eventually commercialized is a “key” to visualizing how a brand inspires Innovation in its design process. As you show, both visually and verbally, this “product and brand evolution story” to your customer/retailer it becomes clear the effort that goes into this process, but more importantly it creates an anticipation as to “what’s next” for the brand. It sets a brand direction, lifestyle and culture they can “touch and feel”, and they become part of the growth and development of the brand, more engrained season after season…
In contrast, products which are not defined in this manner, become impersonal, commodity driven with no significant POD outside of tangible, product (price/value) benefits and price point advantages which can lead to compression over time. These are important when building and growing a company, however the more you can let your customer “take a look inside the vault” of your companies “bloodline”, the better for overall livelihood of the company long term.
Product “Evolution” when translated properly transcends across both the company and consumer, which creates a very clear direction as to how a brand perceives itself and what is engrained in its overall strategic direction and focus. This tangible “lifestyle” component needs to be consistent with brand guiding principles and positioning, or the message becomes perceived as not “authentic” and this loyal consumer moves to next brand which can satisfy their lifestyle choice. As I stated before, consumers buy a “lifestyle”, not a “product”. This is a “key” difference between being a “brand” and being a “commodity” product. Let them live inside the brand, and how is has evolved. The more you can connect with your consumer, the more you can give them something beyond just a product, the more loyal they become…
Always be Authentic..
Live the Lifestyle..
Share the Love..
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.