The Visionary Chronicles

Product: CASE STUDY | Degrading Brand Equity

PRODUCT: CASE STUDY | Degrading Brand Equity
Brand Equity, Difficult to Build, easy to Tear Down…
As we have discussed, you must have a cohesive, vertically integrated product creation process led by the Product team.
In addition to being led by the Product team, this process must involve the three engines of a brand; Product/Marketing/Sales (The Power Triad). This Power Triad affects all functional segments of the brand, and when the leadership of each is on the same page working together, they successfully execute the brand Vision, and it runs like a machine.
To create a cohesive team, working together as one (interdependent), you must first have established a Vision for the brand. This is a shared bond, one not to be broken and sacred as you continue to grow. The common bond is woven into a company and brings everyone together towards a common goal. Break this bond, and you break trust; you break the goodwill and community engagement. All crucial to maintaining your Brand Equity.
What happens when this is Bond is Broken, and the Vision is blurred?
One Case Study involved Under Armour as they were looking to enter the football cleat market. The brand Vision aligned with the product line extension opportunity, and they had established creditability with the market.
However, one crucial piece to be addressed before bringing a product to market; Is the product ready for Primetime, and does the final product match the brand Vision?
These are critical questions, and if a brand follows The Power Triad product ideation and commercialization flow, the answer should be Yes! However, in this instance, marketing moved up the process chain, overriding a product that was not ready for the market.
As a result, because of their established validation in the market, they were able to build a 30%+ market share in their first season, but this quickly evaporated once the product hit the field. Performance did not meet expectations, trust was broken, and authenticity was damaged.
Fortunately for Under Armour, this was not the end of the story as they were able to re-gain trust after pulling the product line from distribution and starting over.  It was a painful lesson, but one that holds true when a brand does not follow its Vision and its foundational authenticity. The road back for Under Armour was long and hard, but to their credit were able to ride out the storm.
The is a Product Case Study in following your Vision, but knowing the process to execute the Vision and not take shortcuts. These shortcuts will cost you in the long run. So just Don't do It!
Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
 
© All rights reserved, Bryan Smeltzer, 2021
 
Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
 
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
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It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
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Lifestyle Branding | Creating a Community of Loyal Brand Advocates

Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
iTunes/Apple Podcasts/The Visionary Chronicles
It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
Please check out The Visionary Chronicles on these sites;
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The Visionary Chronicles RSS Feed (use for PODCAST players);
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Sign up for The Visionary Chronicles Newsletter at;
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Interested in Sponsoring The Visionary Chronicles Podcast, or a segment? Please fill out this form;
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Follow me on the following social sites.
@liquidmindsite on Facebook
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Disruption | How to Breakaway from your Competitors

Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
 
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
 
iTunes/Apple Podcasts/The Visionary Chronicles
 
It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
 
Please check out The Visionary Chronicles on these sites;
Apple Podcast
Podbean
Spotify
iHeart
Pandora
 
The Visionary Chronicles RSS Feed (use for PODCAST players);
https://feed.podbean.com/bryansmeltzer/feed.xml
 
Sign up for The Visionary Chronicles Newsletter at;
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Interested in Sponsoring The Visionary Chronicles Podcast, or a segment? Please fill out this form;
bryansmeltzer.com/contact/
Follow me on the following social sites.
@liquidmindsite on Facebook
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#thevisionarychronicles
#visionaryleadership
#bryansmeltzer
#liquidmindsite.com
 

FUEL | Strategic Marketing that Drives a Brand

Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
 
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
iTunes/Apple Podcasts/The Visionary Chronicles
It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
Please check out The Visionary Chronicles on these sites;
Apple Podcast
Podbean
Spotify
iHeart
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The Visionary Chronicles RSS Feed (use for PODCAST players);
https://feed.podbean.com/bryansmeltzer/feed.xml
Sign up for The Visionary Chronicles Newsletter at;
The Visionary Chronicles Newsletter
Interested in Sponsoring The Visionary Chronicles Podcast, or a segment? Please fill out this form;
bryansmeltzer.com/contact/
Follow me on the following social sites.
@liquidmindsite on Facebook
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in/bryansmeltzer on Linkedin

Lead don't Follow | Brand Leadership Secrets

Bryan discusses how great brands establish leadership, and sustain their long-term success. 
Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
iTunes/Apple Podcasts/The Visionary Chronicles
It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
Please check out The Visionary Chronicles on these sites;
Apple Podcast
Podbean
Spotify
iHeart
Pandora
The Visionary Chronicles RSS Feed (use for PODCAST players);
https://feed.podbean.com/bryansmeltzer/feed.xml
Sign up for The Visionary Chronicles Newsletter at;
The Visionary Chronicles Newsletter
Interested in Sponsoring The Visionary Chronicles Podcast, or a segment? Please fill out this form;
bryansmeltzer.com/contact/
Follow me on the following social sites.
@liquidmindsite on Facebook
@liquidmindsite on Twitter
@bryansmeltzer33 on Facebook 
@bryansmeltzer on Twitter
in/bryansmeltzer on Linkedin

Brand Community | How to Build an Authentic Community

In my new Podcast, Brand Community | How to Build an Authentic  Community,  I discuss why defining your Brand and building your Community authentically leads to a Loyal customer base. 
 
Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
iTunes/Apple Podcasts/The Visionary Chronicles
It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
Please check out The Visionary Chronicles on these sites;
 
Apple Podcast
Podbean
Spotify
iHeart
Pandora
 
The Visionary Chronicles RSS Feed (use for PODCAST players);
 
https://feed.podbean.com/bryansmeltzer/feed.xml
 
Sign up for The Visionary Chronicles Newsletter at;
 
The Visionary Chronicles Newsletter
 
Interested in Sponsoring The Visionary Chronicles Podcast, or a segment? Please fill out this form;
bryansmeltzer.com/contact/
 
Follow me on the following social sites.
 
@liquidmindsite on Facebook
@liquidmindsite on Twitter
@bryansmeltzer33 on Facebook 
@bryansmeltzer on Twitter
in/bryansmeltzer on Linkedin

Culture & Community | Anchors for Brand Success

In this Culture & Community PODCAST EPISODE Bryan discusses the importance of both defining your Culture, and authentically building your Community.
Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
 
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
 
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
 
 
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
 
iTunes/Apple Podcasts/The Visionary Chronicles
It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
Please check out The Visionary Chronicles on these sites;
 
Apple Podcast
Podbean
Spotify
iHeart
Pandora
 
The Visionary Chronicles RSS Feed (use for PODCAST players);
 
https://feed.podbean.com/bryansmeltzer/feed.xml
 
Sign up for The Visionary Chronicles Newsletter at;
 
The Visionary Chronicles Newsletter
 
Interested in Sponsoring The Visionary Chronicles Podcast, or a segment? Please fill out this form;
bryansmeltzer.com/contact/
Follow me on the following social sites.
@liquidmindsite on Facebook
@liquidmindsite on Twitter
@bryansmeltzer33 on Facebook 
@bryansmeltzer on Twitter
in/bryansmeltzer on Linkedin

BRAND EVOLUTION | Continue to Evolve, not Just Exist

In this PODCAST Episode, Bryan discusses the strategies around Brand Evolution and why it is so critical for a Brand to continually evolve over time, vs just Existing. 
Bryan Smeltzers Podcast on driving your brand forward, reinvigorating your passion, while continuing to maintain and sustain your Vision for long-term revenue growth.
Discussions around disruptive strategies, and executable market drivers that provide a unique point of difference for you and your brand.
We discuss this along with other business strategy topics and pressing issues facing Entrepreneurs and Small Business Owners.
 
He is the author of The Visionary Brand, a book on how brands sustain and maintain their Vision over generations.
Bryan is currently President of LiquidMind Inc., a  global brand strategy firm located in Southern California.
If you enjoy The Visionary Chronicles Podcast, would be great if you could please leave a short Review at;
iTunes/Apple Podcasts/The Visionary Chronicles
It takes about a minute and supports our growth and reach to others, along with getting some awesome interviews.
Please check out The Visionary Chronicles on these sites;  
Apple Podcast
Podbean
Spotify
iHeart
Pandora
 
The Visionary Chronicles RSS Feed (use for PODCAST players);
 
https://feed.podbean.com/bryansmeltzer/feed.xml
 
Sign up for The Visionary Chronicles Newsletter at;
 
The Visionary Chronicles Newsletter
 
Interested in Sponsoring The Visionary Chronicles Podcast, or a segment? Please fill out this form;
bryansmeltzer.com/contact/
 
Follow me on the following social sites. 
@liquidmindsite on Facebook
@liquidmindsite on Twitter
@bryansmeltzer33 on Facebook 
@bryansmeltzer on Twitter
in/bryansmeltzer on Linkedin