The Visionary Chronicles

The Visionary Brand | The Omni Channel Strategy | How to Disrupt Industry Norms

The Visionary Chronicles Podcast
CHRONICLE: May 18th, 2023
 
Content from Bryan’s new Award Winning, Bestselling Book
 
The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.
Readers Favorite Award Winner: Best, Non-fiction, Marketing book
Amazon Bestseller.
THE VISIONARY BRAND | The Omni Channel Strategy | How to Disrupt Industry Norms
 
"Disrupt or be disrupted." - Eric Shinseki
 
This quote from Eric Shinseki, a retired US Army General, emphasizes the importance of brand disruption.
In today's fast-paced and constantly evolving business landscape, brands that fail to disrupt themselves and their industries risk being left behind. Disruptive brands challenge the status quo, shake up traditional models, and offer innovative solutions to customer problems.
By doing so, they can create a new market or take market share away from established players. This quote is a call to action for brands to disrupt themselves before others disrupt them proactively.
Visionary brands are constantly asking the question, “WHY?”. Why do things work the way they do? Why hasn’t anyone updated this process, or why can’t we change an industry?
All of these lead to breakthroughs at some point. You are not challenging the status quo unless you ask these questions!
While asking these questions, you must ensure the answers fit; who you are, what you do, how you work, and where you engage with your Community. These fit with the brand product, culture, community, and lifestyle. Authenticity is key to success and often takes a back seat to a product the brand feels is the next revolution, but it is an evolution, not a revolution, and you can risk lower adoption rates if it does not fulfill the brand promise.
So disrupting is an earned right, earned through trust and authentication. A product is only a product until users say it is awesome. So, trust, consistency, and greatness are earned through loyalty and anticipation. Many brands have built this user experience into their creative process, the ideation of their next great product, which somehow enhances their communities' life—easily explained, extremely difficult to execute, that is the creator's mindset. So what does Omni Channel Strategy for Disrupting Industry Norms look like?
Understand your Brand and your Community; building a great product internally does not mean it translates externally.
Always be Creating (ABC); ensure you build an innovator pipeline of products that continues to satisfy a community need.
Awesome User Experience (AUX); create a seamless UX that your Community will proactively discuss with others. There is no better authentication than a community with a positive voice. Bad news spreads 250X faster than good news. You will not have to work very hard to degrade your brand equity if you screw this up!
You must have an authentic culture of risk-takers, idea generators, and brand missionaries to disrupt the norm. All importantly, all are required to build authentic products your Community adopts. Lifetime customer value!
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
Bryan Smeltzer, President
 LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2023
 
 
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;
 
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/

Courageous Leadership | 5 Principles of Courage in Leadership

The Visionary Chronicles Podcast
CHRONICLE: May 10th, 2023
 
The Visionary Chronicles Podcast was ranked the #1 Global Visionary Podcast & Top 50 Marketing podcast by Feedspot in 2022 & 2023
 
PODCAST: Courageous Leadership | 5 Principles of Courage in Leadership
 
"Faith is taking the first step even when you don't see the whole staircase." - Martin Luther King Jr.
 
This quote from Martin Luther King Jr. speaks to the importance of courage and faith in leadership. You may not always have a clear vision of the path ahead as a leader, but you must have faith in yourself and your team's abilities to take that first step forward.
Doing this creates momentum and builds confidence, which can help you navigate the challenges. This quote encourages leaders to have courage in their hearts and faith in themselves and their team, even when the path forward is uncertain.
 
Courage is a word not often used when describing Leaders, those who are Visionary. Instead, you will use; risk-taker, innovator, or disruptor, but all of these descriptors are built off a foundation of being courageous first. Courage is a trait that dates back centuries and is common in all Visionary leaders today.
 
For a Visionary leader to be considered generational, one who changes our daily lives for the better or disrupts an industry, you must take risks, but the pillar of risk is having a heart full of Courage. Unfortunately, not all leaders have this quality, and those who do are relentless in their pursuit of success, and achieving what others say is impossible.
 
Courage is a vital quality for effective brand leadership. Here are five principles for how to use courage in brand leadership:
 
Take calculated Risks: To make bold moves that differentiate your brand from competitors, you must be willing to take calculated risks. This requires courage, as there is always the possibility of failure. However, you can take risks more likely to pay off through strategic planning and a solid understanding of your brand's strengths and weaknesses.
Be willing to challenge the Status Quo: To truly stand out in a crowded marketplace, you must be willing to challenge the status quo. This means taking a fresh approach to product development, marketing, and customer experience. It takes courage to break away from conventional thinking but creates a more compelling brand that resonates with customers.
Stand up for your beliefs: A strong brand stands for something. To communicate your brand's values and beliefs effectively, you need to be willing to stand up for what you believe in. This means taking a stance on controversial issues and communicating your brand's position clearly and confidently.
Embrace change: Change is inevitable, and it takes courage to embrace it. As a brand leader, you need to be willing to adapt to changing market conditions, customer preferences, and technological advancements. This means being open to new ideas and approaches, even if they challenge the way things have always been done.
Lead by example: Finally, to be an effective brand leader, you must lead by example. This means demonstrating courage in your actions and decisions and inspiring your team to do the same. When your team sees that you are willing to take risks, challenge the status quo, and stand up for your beliefs, they will be likelier to do the same.
 
Each of these is a foundational pillar of those who have the courage to risk being different, successful, and relentless in pursuing their Vision. They inspire others through their faith, make others better through creating a culture of success, always stand by their decisions, and are models for others to learn from as they progress in life.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
 LiquidMind Inc.
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2023
 
 
 
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. In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands, and 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 currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established id to large-cap consumer brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.
You can contact or  follow him at;
 
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/

Artificial Intelligence in Brand Marketing | 5 Steps to Applying AI in Brand Marketing

The Visionary Chronicles Podcast
CHRONICLE: April 25th, 2023
 
PODCAST: Artificial Intelligence in Brand Marketing | 5 Steps to Applying AI in Brand Marketing
"The best way to predict the future is to create it." - Peter Drucker
 
The latest buzz in all aspects of business is how to apply Artificial Intelligence to my business model. However, having worked with many brands recently through our  © LiquidMind MasterMind development, most are not adequately prepared to implement what they do not clearly understand.
We have found Artificial Intelligence to be an extremely useful resource when creating our content platforms across social, podcasts, and BLOGs, each unique and required in building your AI platform. We have used Open AI’s Chat GPT for quite some time and have integrated it into our daily routine. 
Often, we need to take a step back and understand the intent, purpose, and goal of integrating an Artificial Intelligence initiative into their brands. Doing this lets us understand and determine where AI can best utilize, maximizing investment and time.
 
Here are five steps to applying artificial intelligence in brand marketing:
 
Define your goals: The first step is to define your brand marketing goals and identify the areas where Artificial Intelligence can add value. This could include improving customer engagement, optimizing advertising spend, or enhancing personalization.
Collect data: Artificial Intelligence relies on data for accurate predictions and recommendations. So collect as much data as possible about your customers, including their behaviors, preferences, and demographics. You can gather this data from various sources such as social media, website analytics, CRM systems, and third-party data providers.
Choose an Artificial Intelligence solution: There are several AI solutions available for brand marketing, including machine learning, natural language processing, and predictive analytics. Choose a solution that aligns with your marketing goals and the data you have collected.
Implement the solution: Implementing an Artificial Intelligence solution requires technical expertise. If you don't have an in-house team, consider partnering with a technology provider or a marketing agency specializing in Artificial Intelligence. Once the solution is implemented, monitor the performance and adjust as needed.
Measure the results: Artificial Intelligence can help you achieve your marketing goals, but you must measure the results to see the impact. Use metrics such as customer engagement, conversion rates, and return on ad spend (ROAS) to evaluate the effectiveness of your AI-powered marketing campaigns.
Artificial Intelligence is a strategic weapon that can provide a significant first-mover value if implemented correctly and appropriately. However, if it is to implement for the sake of implementing, you will fail and set your brand further behind rather than leading your peers.
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
 LiquidMind Inc.
#TheVisionaryPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2023
 
 
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. In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands, and 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 currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established id to large-cap consumer brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.
You can contact or  follow him at;
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/
 

The Visionary Brand | Omni Channel Strategy | How to Create a Brand Experience

The Visionary Chronicles Podcast
CHRONICLE: April 19th, 2023
Content from Bryan’s new Award Winning, Bestselling Book
The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.
Readers Favorite Award Winner: Best, Non-fiction, Marketing book
Amazon Bestseller.
PODCAST: THE VISIONARY BRAND | The Omni Channel Strategy | How to Build a Brand Experience
"Products are made in the factory, but brands are created in the mind." - Walter Landor
 
Saying you “are” a brand vs. actually “being” is a significant difference. Companies that say they are a brand but have no category pricing power nor a loyal customer base are not truly brands, they are commodities.
Calling yourself a brand is an earned right, carefully crafted through knowing who you are, how you are different, and consistently leading your category with the latest revolutionary products your customers eagerly anticipate. Most do not need your latest product but want to be a part of the early adopter crowd.
Over the years, building a brand has changed. It used to be where customer acquisition was the goal; now it is customer loyalty, long term customer value, not just transactional. I discuss this Journey in my latest book, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, creating a loyal customer through superior products, adding value beyond the product, and building trust in the relationship.
Creating loyalty and consistently providing a product or service that improves a person’s performance at work, at home, or in sports creates a bond that moves them into your brand, “ECO-SPHERE.” However, once they enter your ecosystem, it is up to you, the brand, to ensure they have a reason to stay. Ongoing revenue, and lasting value, that is the trade-off.
Brands like Adidas or Nike engage with their athletes or consumers long before they purchase, creating a bond through other athletes who authenticate their product, content which improves their performance, or through retailers who sell their products, creating a merchandising Lifestyle their community wants to be a part of.
This is a delicate balance, being authentic while not losing sight of the brand Vision. Creating a Brand Experience is a crucial principle and a foundation element all generational Visionary brands have adopted and is at the heart of their success.
In building this experience, what are the pieces of the puzzle put in place along with Journey?
Engagement; engage with your community, and help them become part of your brand experience. They ARE your voice, your advocates.
Marketing; market to the few, the influencers, and be aspirational.
Purchase Cycle; provide steps to complete the Journey, both pre AND post-purchase. Few brands successfully execute both sides.
Personalization; make your customer feel special, whether in customer service or providing value beyond product. Do something they get for FREE and is part of your brand Vision.
Merchandising; whether online or in-store, ALWAYS have your product and lifestyle imagery match the brand's Vision and Experience. No brand is a brand without executing a consistent brand experience that fits your Vision.
Remember…
Employees know what is RIGHT for the brand, while your consumers know what to expect from your brand.
Building a brand around realizing and consistently making your Vision in your consumer's eyes must be generational. Be a once-in-lifetime brand, and it is not for those not committed to sticking to your brand vision and foundational values!
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
 LiquidMind Inc.
 
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2023
 
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;
 
 bryan@LiquidMindsite.com
 FACEBOOK |  @bryansmeltzer33
INSTAGRAM |  @bryan_smeltzer
TWITTER |  @bryansmeltzer
LINKEDIN | linkedin.com/in/bryansmeltzer/
 

Leadership Principles | The Pillars of Great Leadership

The Visionary Chronicles Podcast
CHRONICLE: April 7th, 2023
 
"I am not afraid of an army of lions led by a sheep; I am afraid of an army of sheep led by a lion."
                                                                               Alexander the Great
 
Leadership  Principles | The Pillars of Great Leadership
What makes for a Great Leader? Not just one who inspires confidence or provides direction, but someone who has the innate sense to see the future, envision a path to success, and inspire those who do not yet know this path to take the Journey with them.
These leaders inspire a team, a company, and a brand. They create a community outside the four walls, building Loyalty and inspiring everyone to reach a common goal with the confidence that they will succeed. With each of these qualities, it is easy to see why there are so few "true" leaders. Many delusional executives feel they are leaders, but it is merely a "chain of commitment" from the Team, not necessarily that they believe in their Vision.
For someone to be in this elite class of truly Visionary Leaders, they must embrace the unknown, stay calm amid the storms, show Compassion, learn from past failures, build Loyalty, and provide a Vision for others to follow passionately. I say passionately as this is crucial to execute the leader's Vision through others successfully. No great leader has ever succeeded by themselves, it takes an Army to take a leadership position in your market, and the more your leader has these Pillars, the more likely a brand is to succeed long-term. Success is not a "one-hit" wonder; it is a sustained level of success over generations.
In my new book, an AMAZON Bestseller,  The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands, I discuss these Visionary Brands and some leaders who successfully navigated their brands to generational success.
 
 The following are the Pillars of Truly Great, Visionary Leaders
Embrace Change; no leader can avoid Change, but those who do will ultimately fail and lose their sense of direction.
Embrace Failure; all great brands have failed to succeed, but you must be committed to Failure and Learn from these Failures.
Show Compassion; understand the balance between success and Failure… of your TEAM, not your product. Drive hard, Praise harder.
Build Loyalty; be able to build Loyalty to your brand, both inside and outside of four walls. Without Loyalty, the inherent value of your brand becomes either Equity or a Commodity, your choice.
Having a Vision; being able to see vs. having a Vision are two completely different attributes. Unless you can see the future, you will only be to visualize what is in front of you.
Execute the Vision; having built a Loyal team, ensure they are executing the Vision, and provide ALL the Praise to the Team, not your Vision. So they understand it is your Vision; there is no need to remind them.
Overcome Adversity; being able to have a plan when circumstances abruptly change is a key Pillar for a Visionary Leader. Take Covid; who knew the world would stop spinning? What is your Plan?
Show Humility & Appreciation; an insecure Leader is NOT a Leader. They are not humble, and they devalue contributions to the Vision. They do not share in successes and do not embrace Failure. Enough said..!
 
Great Leadership does not always mean the most intelligent voice in the room. But, more often than not, it is someone who is cognitive, logical, compassionate, and direct and can see the future when others can not.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
 LiquidMind Inc.
#TheVisionaryPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2022
 
 
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. In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands, and 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 currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established id to large-cap consumer brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.
You can contact or  follow him at;
 
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/

Entrepreneurship | Becoming an Entrepreneur

The Visionary Chronicles Podcast
CHRONICLE: March 30th, 2023
 
"When something is important enough, you do it even if the odds are not in your favor..."
                                                                                    Wisdom from Elon Musk
 
ENTREPRENEURSHIP | Becoming an Entrepreneur
 
To become an entrepreneur, most think first of risk vs. reward. However, they must first align and define many principles, strategies, and cultural questions before putting pen to paper, then money to ideas.
Being an entrepreneur is not for everyone, and certainly not for those faint of heart. I know, having personally built a brand from scratch, it can put “dog years” on your career but also provide valuable experience only being an entrepreneur can provide. It has significant up-and-down cycles, rewards, and benefits, but it mostly takes a toll on you personally and professionally.
I should also preface what being a “true” entrepreneur is and what it is not. A “true” Entrepreneur starts from scratch, finds creative ways to find support, and leans heavily on internal strength, knowledge, faith and humility. What an entrepreneur is not is when they start with enough cash to support the long-term “potential,” has significant resources to provide for daily needs, and has taken risk off the table. There are many of these companies, and the hit rate with both is roughly the same. The former has learned to be resourceful, while the latter has learned to use resources. Both are business owners, but only one is an authentic Entrepreneur.
What are the questions to be asked and answered?
 
Becoming an entrepreneur involves defining a well-thought-out plan, represented by the following questions which need to be answered.
Do I have definitive Goals?
Is my Strategy clear?
Can I Execute my Plan?
Within these questions are several more areas which need further thought. Within the scope of Goal setting are;
Aspirations
Probability of Success
Risk Tolerance
 
For Strategy, the following need to be defined;
Clear Path Forward
Profitability and Growth Potential
Sustainability
Growth Rate
On Execution, many areas will determine your success or eventual failure;
Resources
Infrastructure
Skillset of Founder
As you can see, many areas must be defined long before you question risk vs. reward. Most people know the answer, but most need help understanding what it takes to lessen the risk portion of the formula for long-term success.
Determine your path forward, your Strategy's reliability, and whether you can execute the plan.
Each is equally important, but all are part of a vital puzzle that must be put together before venturing into vast ocean of Entrepreneurship.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
 LiquidMind Inc.
 
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2023
 
 
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, 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 currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established id to large-cap consumer brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.
You can contact or  follow him at;
 
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/

Lifestyle Promotion | How to Promote a Brand

The Visionary Chronicles Podcast
CHRONICLE: March 23rd, 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
 
 © All rights reserved, Bryan Smeltzer, 2023
 
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/
 

The Visionary Brand | Strategic Competitiveness

The Visionary Chronicles Podcast
CHRONICLE: March 7th, 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.
“Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.” –  Steve Jobs
 
 
THE VISIONARY BRAND | Strategic Competitiveness
Strategic Competitiveness is born from a Brand that has established itself as premium and can be trusted to consistently provide the best level of products or services.
With the strategic weapon of premium brand positioning, a brand can extend its market share by deploying a Product Squeeze.
The Product Squeeze happens when a brand looks to extend its product mix beyond its core offering without degrading brand equity. That is the key, and it happens without destroying brand equity or community trust.
How does a brand achieve the “squeeze” successfully? It is best explained through marketplace reference. At TaylorMade, we had a commanding market share with Movable Weight Technology (MWT) with our “first mover” advantage. Our flagship product then was the R7 Series of woods and irons. However, our leading sporting goods retailer had requested additional products at a faster pace at differing price points.
All retail footprints are built off three distinct price tiers; Good, Better, and Best. We were the Best but needed a product covering all price tiers. Our strategy was to reintroduce a previous TaylorMade product series without the flagship tech of MWT. We would reintroduce the Burner product line. Great product, but with one distinct difference, no MWT Tech. Introducing the Burner line it allowed us to capture the “Better” Tier. With one Tier left to conquer, we would decrease product development and commercialization, allowing to introduce new generations of Best level products, and move the previous to the Good level, similar to Apple's strategy with all their products.
Once we built this three-product Tier strategy, we could “Squeeze” all competitors off the other two matrixes and command a more significant market share. Within 12-18 months, we moved from a mid-30% market share to a mid-50% market share: a fantastic accomplishment and something our retail partner did not anticipate would be so successful. You would think they would be excited, but they were concerned that one brand, TaylorMade commanded such market share power and could now command pricing power, as the brand is now the majority shareholder. Deploying the “Product Squeeze” so successfully allowed smaller to enter the market.
Strategic Competitiveness is about finding a way to leverage your brand equity without damaging brand loyalty. In other words, do not be greedy, be smart. Build consistently great products, build brand loyalty through your community, and partner with your retailer or DTC channel to leverage your Strategic strategy.
Finding ways to eliminate your competitors is a weapon few possess, and those who have this power must use it wisely and strategically.
 
Stay True, Stay Authentic, be Different, and be Great!
Enjoy the Journey!
Bryan Smeltzer, President
 LiquidMind Inc.
 
#TheVisionaryChroniclesPodcast
#TheVisionaryBrandBook
 
@LiquidMindsite.com
@BryanSmeltzer.com
 
 © All rights reserved, Bryan Smeltzer, 2023
 
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, 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;
 
 bryan@LiquidMindsite.com
  @bryansmeltzer33
 @bryan_smeltzer
 @bryansmeltzer
 linkedin.com/in/bryansmeltzer/