Strategic Brand Marketing starts and ends with Product. The most effective marketing programs are developed on the front end of the product line planning process, and evolve throughout the design “ideation” cycle. This is why it is critical to have the Marketing team involved at the front end of the process, and part of  the product design “evolution”. 

As with any  truly “great” brand, they have a process to continually evolve, take the “lead” and leave their competitors sniffing fumes. The goal is always to “out-innovate” yourself, and most companies speak these words with no action, but the true “innovators” inject this foundation into their bloodlines..! In order for these brands to continually drive new innovation and have it connect with their brand followers, they must be able to convey this “passion” through effective brand marketing. This stepped process begins on the front with defining the brand opportunities, competitive challenges/threats, strengths and weaknesses that need to be improved (SWOT). Once this is complete, the team defines the new product line plan, positioning, SKU/Merchandising mix and moves on to the Creative Engine. This creative engine is what makes or breaks a “true” brand. You must have a process where marketing is engrained with the design team, and understanding their mindset when designs are created. Through the Design Briefing process, marketing will get an inside look at what the designers utilize for Inspiration. These inspirational keys will also drive how this “design evolution” is translated to the brands consumer.  

By implementing this process, marketing is able to get in the designers mindset and ensure that the product evolution is translated to both the retailer and “core” consumer through strategic Product Marketing programs. This process creates an effective & efficient marketing machine, unique the brand..!

Build a Brand Driven, Product Creation process…

Engrain Marketing in the Design process…

Engrain Design in the Marketing process…

Translate the Product Evolution…

Enjoy the Ride..!

Bryan Smeltzer

“Product Innovation & Marketing Success Blog..”

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.