The Visionary Chronicles

The Visionary Brand | The Power Triad | Product, Marketing & Sales | PART II

The Visionary Chronicles Podcast
 
Content from Bryan’s new Award Winning, Bestselling Book
Te 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 Power Triad (PART II)
 
"Stay hungry, stay foolish." – Steve Jobs
 
This quote from Steve is a passionate plea for creators never to be satisfied with the status quo. Always ask "Why” and “How” and search for answers to questions others have not yet asked. In response to these questions, find a way to separate your brand from the status quo; you need a transparent, cohesive process to ensure the greatest ideas become a reality!
In this podcast, I want to further our discussion on The Power Triad, the three engines that keep a brand thriving; Product, Marketing & Sales. Bringing insanely great products to market is a process, a method to the madness. You will often create a product when there seems to be no demand. The supply and demand problem, what to do, and how to do it?
When the Power Triad determines opportunities to disrupt or reinvent how a product works or how a  process provides a solution, this is the front end of the ideation process. The Ideation process is driven by and led by the Product and Marketing teams, each responsible for a critical ingredient to a brand's ongoing success formula, starting with a premium product, commercialized when ready, not by Marketing but by the product team. When the Power Triad process is not followed correctly, when marketing gets ahead of Product, or Sales get ahead of Marketing, whatever the breakdown, it always leads to a disaster.
One real-life disaster, a case study in my new book The Visionary Brand, is when Under Armour, driven by my marketing success in its early years, decided to enter a new market, football cleats—a category without core expertise. During the commercialization process, marketing had committed a campaign budget to a specific release date, which the Product team had not signed up to. Although the Product team was not on board with releasing the Product, Marketing had commitments, and they took the lead with a product not ready for primetime. The release was a product disaster, having to return most of what was released. The real damage was related to trust and authenticity, which take decades to earn, and weeks to lose.
Lesson learned through the following formula.
Great Product + Great Marketing = SUCCESS
Wrong Product + Great Marketing = FAILURE
When building your Power Triad, ensure they follow the process; Product to Marketing to Sales. There is input from each core group along the way, with most being in the front end of ideation, but Product must commercialize the Product, Marketing must market the Product, and Sales must Sell the Product. Simple but challenging for most brands to commit to and follow through.
In my new award-winning and bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands, I reference Breakout or Breakdown. You can either Breakout, where each needs each through Interdependence, or Breakdown, where each needs itself through Independence. The Power Triad is an Interdependent group of cross-functional team members working towards a singular goal. To crush the competition!
Build a great Power Triad team, and give them the Independence to be Interdependent on one another—the formula for success in building a generational product pipeline and loyal brand following.
 
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;
email |  bryan@LiquidMindsite.com
Facebook |  @bryansmeltzer33
Instagram |  @bryan_smeltzer
 X | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/
 

The Visionary Brand | The Culture Matrix

EPISODE 125
The Visionary Chronicles Podcast
CHRONICLE: August 16th, 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 Culture Matrix
 
" Nearly all men can stand adversity, but if you want to test a man's character, give him power.” – Abraham Lincoln
 
A brand's bloodline, values, and foundational principles are carried out through its Culture. Within a brand, the Çulture is a living, breathing thing; everyone within the four walls can feel it, and those outside can see it. Building a Vision dedicated to sustaining a brand Culture is the core of a brand's ultimate success. Without it, you are merely a company selling products, a Commodity. With it, you gain loyalty from your team and long-term value from your Community.
So when you look at Culture, what is it, and how is it built? I am often asked, “What does a brand Culture look or feel like?”  It is a phenomenon few experience, as there are so few genuine, authentic brands. I often say, just because you say you are a brand, does not mean you are a brand. A brand is an earned position, and Culture is a crucial ingredient to successfully crossing that bridge. Culture is an intuitive feel. Your products, communications, and bloodline connect everyone to the brand through a common thread called a Vision.
To build your Culture, there are four distinct areas to focus on.
Authentication | Be authentic in all you do as a company, clearly understanding your brand Vision. It all starts with a Vision executed through others and authenticated with a consistent voice.
Character | Do not allow a disconnect between what you say and what you do. As simple as this sounds, it is often difficult to maintain. Ensure you are true to what you stand for; others can see through the nonauthentic company pretending to be a brand.
Loyalty | Provide value beyond product, and be loyal to those who are part of your brand through purchase. Consistently and authentically engage beyond purchase, and personalize their experiences. Your Community values your products, but they also appreciate the Lifestyle you promote through your Culture.
Trust | Be a brand that is true to what you stand for, with no BS, be authentic, and don’t fake it. Do not trade a short-term reward for long-term pain.
Becoming a brand involves many ingredients to build the formula for success. Brands are defined by their Culture, set by a clear Vision. Their Products are consistently excellent, and their Lifestyle is tangible through Products and Vision.
If there is a disconnect between a brand's Vision and Culture, it starts to tear it apart, starting small but eventually infecting the entire company. Internal brand Torchbearers and external advocates are the ones who keep the Vision alive and pass along the torch to the next generation. This is how a brand becomes brand and generational; think Nike, BMW, Lamborghini, and Ralph Lauren are iconic and all generational in their success.
Build a Culture around becoming a brand through a Vision set by your Visionary. Stay consistently excellent, consistently authentic, and committed to your Vision. Become generational and leave your legacy for others to follow!
 
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;
 
 email | bryan@LiquidMindsite.com
Facebook |   @bryansmeltzer33
Instagram | @bryan_smeltzer
X | @bryansmeltzer
LinkedIn |  linkedin.com/in/bryansmeltzer/

Brand Vision | How to Create A Vision for Your Brand

 
EPISODE 126
CHRONICLE: August 18th, 2023
Brand Vision | How to Create A Vision for Your Brand
"Think Different." - Steve Jobs
 
Think Different, simple, but sophisticated, just like Steve wanted it to be. Not all brand Visions can be as sophisticated, yet having a Vision is critical to your success as a company. Establishing a Vision is one of, if not the most important, things you will do when starting your company. It sets the tone, the culture, the long-term goals, and what you want to accomplish. This is a lot to accomplish, but it must be succinct, and bringing it down to a few simple words will be your most challenging task.
Along with Steve’s Vision, think of other brands, BMW and “The Ultimate Driving Machine.”
Setting a Vision for your brand is crucial in defining its purpose, direction, and long-term goals. A well-crafted Vision statement helps guide your company's decisions, actions, and strategies. Here's an 11-point step-by-step guide on how to set a Vision for your brand:
Understand Your Brand's Purpose | Start by clarifying why your brand exists beyond profit-making. What product does it Create, and what problem does it solve? What value does it bring to your customers' LIFE? Your brand's purpose is the foundation upon which your Vision will be built.
Define Your Long-Term Goals | Consider where your brand will be in the next 5, 10, or 20 years. What do you hope to achieve? Consider market share, revenue, geographic expansion, or customer base growth metrics.
Analyze the Market and Competition | Understand the landscape in which your brand operates. Analyze your competitors' strengths and weaknesses. Identify gaps in the market that your brand can address uniquely.
Consider Your Brand's Values | What foundational principles guide your brand's actions? Consider values like innovation, disruption, brand sustainability, integrity, or customer-centricity. Your Vision should align with these core values.
Involve Key Team Members | Engage key team members with “out of the box” thinking in the Vision-setting process. Their insights can provide valuable perspectives and ensure alignment.
Craft a Clear and Inspiring Vision Statement | A Vision statement should be concise, memorable, and inspiring. It should capture what your brand aims to achieve in the long run. Use language that brings emotion and paints a clear picture of the future.
Make It Ambitious and Realistic | Your Vision should be ambitious enough to motivate and excite but also grounded in reality. Striking a balance between aspiration and feasibility is critical.
Ensure Alignment with Mission and Strategy | Your Vision should be aligned with your brand's mission (why you exist) and your strategic plan (how you'll get there). These elements work together to provide a clear roadmap.
Communicate Internally and Externally | Share your Vision with your team consistently to get buy-in and commitment. When your employees understand and believe in the Vision, they are more likely to work towards it. Communicate the Vision externally to customers, partners, and investors to build a shared understanding.
Review and Update Periodically | Your brand's Vision should not be set in stone. Market conditions and business dynamics change over time. Regularly review and adjust your Vision to stay relevant and aligned with the evolving landscape.
Lead by Example | Embody the values and principles outlined in the Vision as a leader. Your actions and decisions should demonstrate your commitment to achieving the brand's long-term goals.
Remember that a well-crafted Vision is not just a statement on paper; it's a guiding force that influences your brand's culture, strategies, and actions. It should resonate with everyone associated with the brand and inspire them to work together toward a common purpose.
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;
 
email | bryan@LiquidMindsite.com
Facebook | @bryansmeltzer33
 Instragram | @bryan_smeltzer
X  | @bryansmeltzer
LinkedIn |  linkedin.com/in/bryansmeltzer/
 
 
 
 
 

Brand Positioning | Stay Premium Find Success

EPISODE 124
 
CHRONICLE: August 9th, 2023
 
"Just say NO to COMMODITY!"
                                       Tom Peters, The Circle of Innovation
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 Positioning | Stay Premium Find Success
 
Positioning is a cornerstone piece of defining your brand strategy. Having described your brand's position in the marketplace, you will have determined your point of difference vs. your competition, how future products will enter your selected distribution channel, and what type of products will fit into your portfolio.
Each of these foundational questions is part of your positioning strategy. Within each question are deep-rooted answers which will direct your path as you move forward.
With Positioning, you are either premium or commodity, with a sprinkling of some brands in the middle of the road. Defined as "good," "better," or "best," Positioning, your objective should be to be the "best," or at the very least at the top tier of "better," but NEVER "good"! This is where the commodity companies, notice I said commodities and not brands, play, and you do not want to play in the bloody water—too many sharks and insufficient food or margin to s. Go where the water is clear, and no one fights over scraps. Granted, this is more difficult, as these waters are more vast, but it will support your success long-term. This is why being DIFFERENT is critical to a brand's success, not worrying about competition, and finding ways to stay ahead of the innovation curve and disrupt wherever possible.
When establishing the Positioning for your Brand, several questions must be asked.
What are we Selling?
Who are we Selling to?
Where are we Selling?
How do we want to be Perceived?
Each of these sets a foundation for your Vision to where your brand can travel and what paths are prohibited. Travel down these paths and succeed, veer off course and fail. Your choice!
24/7
With data being consumed by your customers 24/7, how does a brand cut through the clutter? Once you have defined your Positioning, you need to set a cohesive, vertical strategy that allows you to engage with your community, build an authentic audience, and enable them to be a part of your growth. Remember, it is better to have ten authentic ambassadors of your brand than 1,000 who are not committed to supporting your Vision.
With 35-40 touchpoints a day, it is critical to have a set plan, a clear, cohesive strategy understood by all who are empowered to execute its success.
Once you have set your Positioning and determined your 24/7 marketing strategy, ensuring you stay the course, do not sell out, take shortcuts, or maneuver off course is critical. When a brand decides to pursue these, they end up having to put the brand in reverse, and they also damage community loyalty and the equity of all brands.
So as you set your course, start your Journey, stay True to who you are, define your brand culture, reward those who contribute to your success and never look in the rearview mirror. Keep blazing the path for others to follow.
 
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. He recently received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and the San Diego Sports Innovators Accelerator (SDSI) center.
 
Bryan currently 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.
 
email | bryan@LiquidMindsite.com
Facebook |  @bryansmeltzer33
Instagram |  @bryan_smeltzer
Twitter | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/
 
 
 

Brand Alignment | Managing Marketing & Sales Teams

 
EPISODE 123           
The Visionary Chronicles Podcast
CHRONICLE: August 2nd, 2023
 
PODCAST: Brand Alignment | Managing Marketing & Sales Teams
 
" Great things in business are never done by one person. They're done by a team of people.”
   Wisdom from Steve Jobs
 
With over 88% of companies indicating a misalignment between marketing and sales on items such as; strategy, branding, and creation, it is an area that needs vast improvement across almost every brand.
Our clients at LiquidMind (LiquidMindsite.com), both large-cap through start-up, face the same issues, and most do not either recognize the misalignment or understand the process to improve the alignment. In addition, as more brands move to DTC, the sales cycle becomes more tangible on the direct-to-consumer side and with your retailers as they fight for both dollars and time. As a result, this alignment becomes more critical to a company's short and long-term success.
With most brands, you will find these two functional areas run independently when they should be working in parallel, ensuring the brand is in complete alignment across all channels and modes of communication. However, they need each other, and frustration, inefficiency, and misalignment set in when separated.
So how does a brand work to correct this misalignment?
At LiquidMind, we work with our brands on the following areas, and step by step, piece by piece, the alignment becomes a reality.
 
Content Creation
Based on the brand positioning, creative assets, and channels, marketing often makes assumptions that what they are creating is valuable to the sales teams, buyers, and customers. You must understand where, when, who, and how you create and communicate to define what is needed.
Is this content a valuable tool for the sales team, and does the marketing strategy take a regular "pulse" check with your brand community, buyers, and sales team? Creating for the sake of producing is not a strategy. Moving does not mean you are making progress.
To create alignment with Content Creation, ensure the sales team is mapping your creative strategy, both online and in-store. Also, provide your community with engaging with your content, and they find something "beyond" the product helpful.
 
Understand Need
More often than not, these two areas do not understand each other's needs. Always start with Marketing, and end with Sales. Just because you "create" something does not mean it is an effective tool for the sales force.
To better understand the need, have the sales team provide regular input on tangible tools to make their lives easier and provide branding, tools, and communications to make your communities' lives easier. Understanding and balancing both is critical to marketing your brand and ensuring you maintain brand equity and loyalty with both sales and customers.
 
Mind Merge
Regular sessions with the sales team, communicating marketing efforts, and applying the strategy daily builds trust with both organizations.
Merging ideas and concepts with reality will bring the Marketing Strategy to a more tangible level for the sales team. So get them involved, but sales must also understand their role in the process NOT to create, but rather provide details on NEEDS.
 
Tool Generation
Ensure marketing has laid out the sales team's tools, resources, and integrated brand strategy. The sales team needs to be seamless with "messaging" to buyers and consumers and the lead driven by marketing.
Without a clear strategy, vision, or plan, you can imagine how quickly this alignment can break down.
Ensure you provide online and offline marketing tools that both internal sales and external buyers or customers can use.
 
With the fast-paced, digital world we live in, aligning with everyone inside a brand is critical to the successful execution of your strategy. Frustration and misalignment can be replaced by an authentic, genuine passion and excitement for what your brand is doing and yet to accomplish. Together, lock arms, understand shared needs, complement one another strengths, and work on your weaknesses to better the brand!
 
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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
 
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
 e-mail | bryan@LiquidMindsite.com
Facebook | @bryansmeltzer33
Instagram |  @bryan_smeltzer
Twitter | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/
 
 
 
 
 

The Art of Competition | Creating a Strategy to Eliminate Competitors

 
CHRONICLE: July 25th, 2023
 
PODCAST: The Art of Competition | Creating a Strategy to Overcome Competitors
 
"Know your enemy and know yourself, and you can fight a hundred battles without disaster."
                                                                                                         Sun Tzu, The Art of War
 
The Forces of Competition, which determine strategic planning and marketplace execution, are shared among all industries. Those who can anticipate both industry and competitive moves will succeed for generations.
Anticipation is the "Art of War," and brands who fight and win the battle without having pulled a sword are the ones who have mastered the "Art of Competition." But unfortunately, many have gone to war and have shown nothing for their efforts; a strategy built on a foundation of brute force inevitably fails.
Find a way to determine outcomes before they are fought, and you will build a team and a brand set on a solid foundation, a fortress others cannot enter. Creating a culture where everyone knows their role, works together to ensure the foundation stands, and others envy what you have made and want to know your future Vision. The best they can hope for is to follow your path but never lead.
There are several forces brands must be aware of to execute The Art of Competition in the marketplace.
 
New Blood
With this scenario, new blood is the latest entry into your category, one who has a new idea and provides a potentially better service or product.
Combatting this competitor takes anticipation, an innovation process, and the ability to never look over your shoulder. Each of these allows a brand to advance with its Vision while ensuring this new blood is blocked or eliminated from establishing a beachhead without doing anything different. Changing course is not an option, but pivoting without disrupting your business is critical.
 
Scale
The scale was a strategy many were caught off guard by during the pandemic, and most were unable to recover in whole or in part.
However, the winning formula is attaining sufficient scale with a manufacturing matrix with the core competencies needed to produce a consistently excellent product and out-innovate yourself first.
 
Community
Loyalty, recurring revenue, and value creation are foundational to longevity. These pieces of your foundation will create a wall no competitor can climb.
This takes consistency, an understanding of who your customer is, what they value, and why they buy your products and is a strategic weapon built off your team's shoulders.
 
Commodity Players
The Imitators, not the Innovators, are the commodity players. They are not to be feared; instead, they are the ones to be called out and challenged at every turn.
Imitators churn great Ideas into inferior-quality products and lower-tier price points. As a result, they do not build a trusting, loyal community that embraces the value provided by the brand but rather a following looking for the next significant "draw-down."
Some have been successful with this strategy, but this is like building your foundation on the sand vs. rock. YOUR CHOICE.
 
Rivals
The most threatening part of a brand executing its future Vision is its direct Rival, those who have authentically built a loyal community, created their innovation pipeline, and stayed true to their foundation.
They are to be respected, but the Art of War principles are genuinely beneficial and provide the most benefit. You want to anticipate the moves of your Rivals,  find ways to outflank them, diminish their impact, and put the fires out before they start.
The Art of War is winning without having gone to battle. So what can you do to anticipate your Rival's next move and step out and take risks, never to relinquish your lead?
 
The Art of Competition is understanding the landscape, anticipating your Rival's moves, outflanking your Competition, and finding ways to win the battles through a strategy where you never have to draw your weapon! Find a way to win!
 
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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
 
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
 bryan@LiquidMindsite.com
Facebook |  @bryansmeltzer33
Instagram | @bryan_smeltzer
Twitter | @bryansmeltzer
LinkedIn |  linkedin.com/in/bryansmeltzer/
 

Marketing Metrics | Develop a Roadmap for Success

 
 
CHRONICLE: July  10th, 2023
PODCAST: Marketing Metrics | Develop a Roadmap to Success
We know that Marketing Metrics matter and are essential to defining brand ROI. They establish marketing discipline, decision-making, investment analysis, assessing the effectiveness of critical activities, and validating how business outcomes are achieved.
It is how we determine, assess, and manage these metrics to build an effective marketing strategy that provides tangible brand equity benefits and a realized ROI.
The first step in building your Roadmap is determining the most critical data points to construct an analysis of brand investment value.
Metric Data Point Analysis
Do these metrics impact revenue (P/L) or the brand equity value/goodwill (balance sheet)?
Do the metrics define the past (previous) or the future (lifetime value)?
Are the metrics static (period demand generation) or dynamic (ongoing demand build)?
The Roadmap to the Value of Defining Marketing Metrics:
Campaign Metrics | Effectiveness, ROI through click-through rates, and visits.
Satisfaction Metrics | Customer satisfaction through NPS (net promoter score) or revenue.
Brand Metrics | Brand affinity or brand equity valuation increase.
Customer Acquisition/Attrition | Process to determine customer churn rate.
Corporate Metrics | Enterprise value translation through corporate Culture, HR, or potential M&A value.
You must initial the analysis with metrics that track marketing investment performance, such as promos. Then, determine and measure the outcome and compare it to the expectations, such as;
Click-Throughs?
Customers Visits?
Do the results justify the investment?
How effective and efficient was the marketing strategy?
Were you able to determine ROI?
The most common marketing ROI formulas are;
 TOTAL: Marketing Return on Investment
MROI (%)= Incremental revenue attributable to marketing ($) during the period  – Marketing spending ($) ÷ Marketing spending ($)= % ROI
FUNNEL: Marketing Return on Investment (LiquidMind action sports customer example)
The campaign cost ($30,000) generates 6,000 views of the video. Historical tracking projects 12 of the viewers will become qualified leads within 6 weeks, and 10 % will convert to revenue within 6-9 months = 72 sales. At a profit of $500/sale = $36,000 in revenue.
Funnel MROI - $36,000-$30,000/$30,000 = 20% MROI
CUSTOMER EQUITY: Marketing Return on Investment (LiquidMind banking customer example)
Customer retention/attrition valuation; 10,000 customers, @ $2,000 annual profit/customer. The current attrition rate = 20%, invest $4M, and the goal is to reduce it to 17%.
            Before; 10,000 * $2,000/20% - $100M
            After; 10,000 * $2,000/17% = $117M
Customer Equity MROI; $17.6M (increase) - $4M(marketing)/$4M (marketing) = 340% MROI
These marketing metrics need to be combined with other metrics. Still, the most important ones are revenue growth, which realizes a tangible ROI, and customer satisfaction through the Net Promoter Score. 
The marketing team can measure the Value of brands equity value growth through other more intangible metrics such as;
Brand awareness
Brand consideration
Brand preference
Brand quality and point of difference
Brand affinity
Brand positioning
Brand culture
In looking at brand marketing metrics, a recent study of CMOs in 2021 found the following are the most important for determining ROI.
Revenue
Digital Marketing Performance
Lead Generation
Content Engagement
Lead Generation
Customer Engagement/Experience
Campaign Costs
As you can see, marketing metrics are important, but determining tangible benefits is critical.
At LiquidMind (LiquidMindsite.com), we work with our brands to set a cohesive marketing strategy, activation plan,  ongoing investment analysis, and brand equity development and growth determination.
 
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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
 
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
 bryan@LiquidMindsite.com
 Facebook | @bryansmeltzer33
 Instragram | @bryan_smeltzer
 Twitter | @bryansmeltzer
 linkedin.com/in/bryansmeltzer/
 

Product Ideation | 5 Steps to Creating a Product Ideation Process

The Visionary Chronicles Podcast
CHRONICLE: June 28th, 2023
 
"Innovation distinguishes between a leader and a follower." – Steve Jobs
 
Podcast: Product Ideation | 5 Steps to Creating a Product Ideation Process
The cornerstone of all generational, Visionary brands is the foundation of a Product Ideation and Commercialization process. Creating a product ideation process involves systematic steps to generate and evaluate innovative ideas for new products or product improvements.
Here are five steps to help you establish an effective product ideation process:
Define Objectives and Target Audience: Clearly define the objectives and goals for the product ideation process. Identify the problem you want to solve or the need you aim to fulfill. Additionally, specify the target audience or customer segment you are targeting. Understanding your objectives and target audience will help focus your ideation efforts.
Create a Cross-Functional Team: Led by Product and Marketing, and supported by Sales. Form a diverse team consisting of individuals from various functional groups and disciplines. Include people from product management, engineering, design, marketing, and customer support. Cross-functional teams bring different perspectives and expertise, fostering creative thinking and comprehensive evaluations.
Do your Research: Before generating ideas, conduct thorough research to gain insights into adaptable technologies, the addressable market, industry trends, competitors, and customer desires. Explore feedback, conduct surveys, analyze market data, and gather information on emerging technologies. This research will inform your ideation process, helping you identify gaps, opportunities, and potential areas for innovation or disruption.
Idea Generation: In this step, encourage your team to brainstorm and generate various ideas. Create a supportive and open environment that rewards creativity and collaboration. Utilize brainstorming techniques like mind mapping, SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse), to stimulate idea generation. Capture all ideas, regardless of their feasibility or practicality, as they can later be refined and developed.
Idea Evaluation and Selection: After generating a pool of ideas, evaluate and select the most promising ones. Establish evaluation criteria based on your objectives, target audience, market viability, technical feasibility, and alignment with your organization's strategy. You can use methods like scoring systems, SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, or cost-benefit analysis to assess and rank the ideas. Prioritize the ideas with the highest potential for success and align with your overall business goals.
Remember, the product ideation process is iterative and should be flexible. It's essential to continuously refine and iterate on ideas based on feedback, market research, and evolving customer needs.
 
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. The Visionary Chronicles podcast is the #1 Global Visionary podcast and Top 50 Marketing podcast for 2022 & 2023, ranked by Feedspot.
In addition, he recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands. He received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.
He is 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 for Entrepreneurship & Innovation, and the UCLA Media, Entertainment and Sports programs, and 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.
 
e-mail | bryan@LiquidMindsite.com
Facebook | @bryansmeltzer33
Instagram | @bryan_smeltzer
Twitter | @bryansmeltzer
LinkedIn | linkedin.com/in/bryansmeltzer/