The Visionary Chronicles Podcast

CHRONICLE: March 23^rd, 2023

Content from…

The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.

Readers Favorite Award Winner; Top Marketing Book
Amazon Bestseller.“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” – Elon Musk

Available on Amazon, Barnes & Noble, Books-A-Million, and all global book distribution outlets.

THE VISIONARY BRAND | Lifestyle Promotion | How to Promote a Brand

Lifestyle Marketing starts with understanding who your customer is, what they enjoy, how they live, and where they spend time, not money.

Ralph Lauren famously said, “We are selling a Lifestyle, not a Product.” The idea that you must sell a product is only part of the formula for building and sustaining a brand. A premium product with a defined point of difference, through performance, fabrication, or appearance, is definable; what is not definable is Lifestyle marketing, promoting a Lifestyle enhancement as a result of purchasing your product.

All brands understand the brand equity created by providing “value beyond product,” which creates Loyalty. Loyalty increases long-term customer value, an ongoing revenue stream to a brand for a lifetime.

Beyond product, what is your Value to a customer? Most, if not all, commodity brands will not be able to provide an answer beyond “value for the money,” if this is your competitive advantage, you have NO edge. This is why so few brands and countless commodities are on the market. If no brands created breakaway, innovative products, the commodity companies would be out of business. In fairness to these companies, they know who they are and what they can provide to their consumers.

Brands that look in the rearview mirror, constantly looking over their shoulder at who is knocking them off will only lose pace with their peers. Leave the legalities to the lawyers, move ahead with your creativity, continue to innovate, and DO NOT worry about these companies.

If you are doing your job, they will always be two or three generations behind, and you should be progressive enough to ensure your brand and product equity is always leading the market. Your customers expect this; your team and your Community expect this from you.

You noticed I said “community” and not “customer.” Communities are built, nurtured, and grown, while customers are transactional. I understand customers make up a Community, but how do you build a community vs. selling customers through selling a brand, Lifestyle, and image or Community your customer wants to be a part of while wearing or using your brand? Think Different, like Apple, Just Do It, like Nike, the Ultimate Driving Machine, like BMW, all ICONIC, all global brands, all selling a Lifestyle associated with their brand.

So how does a brand build, promote, and sell a Lifestyle?

Be Premium, not just in product, but in everything, marketing, sales, operations, customer service, everything. If you are a Premium brand, then BE a Premium brand!
Be Real; let your Community be a part of your brand through your products and events, online and offline. Help your Consumer be a part of Who you are.
Be Consistent; do not be a “one-hit wonder.” Instead, build and create great products or services consistently. Once you create something perceived as inconsistent with either the brand positioning or lifestyle, you will lose Loyalty much faster than you built it; as a result, long-term customer value.
Be Authentic; always find a way to provide “value beyond product.” This is vital to successfully creating a Lifestyle. Make an authentic runner better, make a football player better, and find ways to provide to your target Community. Do not fake it; they WILL call you out and let OTHERS will know about it.

Promoting and building a Lifestyle is a strategy only true, authentic brands can deploy in building their Community of Loyal consumers. Those brands that embrace this strategy become generational, and those who do not quickly fade and are never heard from again.

Be the ONE who embraces providing Value to your Community, and you will be richly rewarded through increased lifetime value. Be Premium, Be Real, Be Consistent, and Be Authentic, and you will BE a Success!

Stay True, Stay Authentic, be Different, and be Great!

Enjoy the Journey!

Bryan Smeltzer, President

LiquidMind Inc.

#TheVisionaryChroniclesPodcast

#TheVisionaryBrandBook

@LiquidMindsite.com

@BryanSmeltzer.com

Bryan Smeltzer is a 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, and Schutt Sports, among other international brands. He also founded a men’s apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm.

He also hosts a Podcast called The Visionary Chronicles, ranked as the #1 Visionary and Top 50 Marketing Podcasts by Feedspot, and recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, and recently received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.

He is also a member of the Board of Advisors at UCI’s BCIE along with their New Venture Program, an Innovation Advisor at the UCI’s Applied Innovation program at the Cove, a Mentor/Advisor to UCLA’s Price Center Venture Accelerator Program, and a Mentor/Advisor at the San Diego Sports Innovators Accelerator (SDSI) center.

Bryan oversees LiquidMind Inc., a global brand strategy firm that partners with start-ups and established mid to large-cap consumer brands to empower businesses to think differently, be different, drive a passionate culture, and execute relentlessly.

You can contact or follow him at;

e-mail | bryan@LiquidMindsite.com

FACEBOOK | @bryansmeltzer33

INSTAGRAM | @bryan_smeltzer

TWITTER | @bryansmeltzer

LINKEDIN | linkedin.com/in/bryansmeltzer/

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