The Visionary Chronicles

DIGITAL MARKETING | Building Customer Data Knowledge

The Visionary Chronicles Podcast
CHRONICLE # 81: May 5th, 2022
 
"Data is not information, and information is not knowledge, knowledge is not understanding, understanding is not wisdom.”
                                                                                                                                 Knowledge from Clifford Stoll
PODCAST: DIGITAL MARKETING | Building Customer Data Knowledge
 
Digital marketing has been moving at the speed of light, and most brands will be left in the dust. But unfortunately, they continue to manage their digital marketing strategy as if it was 1999, not 2022.
It is challenging to jump and stay on this fast-moving train without getting run over, but you must have a digital strategy that allows for knowledge learning.
Knowledge is the king of digital marketing, anticipating consumer needs, offering recommendations, and being proactive with products that match immediate needs.
Companies like Amazon are a model of how to anticipate consumer needs and continually adapt to changing conditions. Amazon is at the pinnacle of digital AI, and this has taken them decades to perfect. They sell over 4,000 products every minute, with over 55% recommended through their AI database. With a database of over 350 million items, they reset their algorithms within seconds. These recommendations are relative to Amazon assets; Prime, Prime Video, Amazon Fresh, and Whole Foods.
Google is another brand with an endless amount of consumer data and Shopping analysis algorithms. In addition, the interconnectivity of Google is ongoing, with over 25 billion data points connecting products with consumers.
Both Amazon and Google, along with many other brands, capture how individuals exercise, work, play, interact, vacation, and other activities which define specific recommendations.
The intent is to learn their customer's preferences and offer what they “may” need before they know it or when they are looking.
So how does a brand get started and stay ahead of this fast-moving train?
Rich Data; First, understand it is not the amount of data you have but the effective use of what you have. How valuable is the information you have? Determine your customer needs, and personalize it. Rich data!
Algorithms; develop algorithms that personalize your Brand’s experience related to your consumer and community. Build Trust, and offer Value!
Build Trust; as you continue to migrate data through algorithms, ensure you are careful to utilize the data to create a trusting, personalized experience with current customers and those who are not yet.
To build a digital marketing engine, you must have a “dynamic” strategy that can move with the changes in the digital marketing tools and algorithms they create. It is not an easy task, but one you must adopt to succeed in your DTC channel!
Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
@LiquidMindsite.com
@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
                 
In my new Podcast, Digital Marketing | Building Customer Data Knowledge, I discuss establishing a data knowledge structure for your company. Ensuring you accumulate, and use only useful data, along with respecting your communities privacy and continuing to provide value to your consumer.
 
The Visionary Chronicles Podcast
We discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
 
Please check out "The Visionary Chronicles" on these sites:
LiquidMindsite.com
BryanSmeltzer.com
Podbean
Apple Podcast
Spotify
iHeart
Pandora
Google Play
Amazon Music
 
If you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a follower.
Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Weekly Newsletter, along with a FREE copy of my new book;
 
The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.
 
An AMAZON BESTSELLER!
 
I am providing a FREE copy with the hope you will review Amazon, Barnes & Noble, Books-A-Million, or any other international distributions sites the book is currently being distributed. It is always greatly appreciated to spread the word.
Enjoy!
 
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone, I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.
                       
LiquidMind
a Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions.
 
 
 
 
 
                       
 
 
 
 
 
 
 
 
 

VISION | How to Set Your Path & Stay on Course

The Visionary Chronicles 
CHRONICLE: April 21st, 2022
 
Inspiration "The only thing worse than being blind is having sight but no vision."
                                                                                                                                 Wisdom from Hellen Keller
 
THE VISIONARY CHRONICLES PODCAST
 
PODCAST: VISION | Set your Path & Stay on Course
 Establishing a Vision for your Brand is difficult; sticking with the Vision is nearly impossible for most companies. There lies the difference between generational success and near-term failure. The inevitable fate of those who can consistently and continually execute their Vision is part of the rubble that makes up almost 95% of all start-ups. Failure…
As the Visionary behind your Brand, you must create a culture, an environment inside the four walls where the entire team feels they are contributing to the success of the Vision, a unified Vision of the longer-term future for your Brand.
This is difficult enough, and most leaders fail to execute the plan and see the Vision come to Life over the years. For example, a McKinsey study in 2018 found that only 16% of companies were committed to digital transformation, a necessary piece of a strategic puzzle for both being efficient and effective and Market Driving Brand. So you must commit to the Vision across all levels of the Brand to sustain your success.
In looking at what Visionary leaders create on their path to successfully navigating the course to executing the brand Vision:
Connect the Dots; as Steve Jobs so famously followed, it is a matter of "connecting the dots" as you move along your path. These Leaders have a structured plan, usually driven annually, connected through near-term action plans, accountability, tools, and proper resource allocation.
Embrace Freedom to Fail; Encourage Ideas, allow for the freedom to express how others' lives can be enhanced with our products or services. Never downplay Ideas until you have evaluated their potential impact; you may not see the light before it is too late.
Provide Tools & Support, providing an environment for experimentation with great Ideas! The more you nurture this iterative process, generating innovations and disruptive strategies, the more tangible your Innovation Pipeline becomes.
Setting your Vision is more effortless than sticking with your Vision. So be sure to have a process, both tangible and non-tangible, where others know expectations and all feel part of the process.
Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
@LiquidMindsite.com
@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
 
The Visionary Chronicles Podcast
In my new Podcast, VISION | Set Your Path & Stay on Course, I discuss establishing a Vision for your company, and ensuring you stick with your commitment to being a leader through authentication and staying the course regardless of the headwinds.
We discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
Please check out "The Visionary Chronicles" on these sites.
Available on:
Podbean
Apple Podcast
Spotify
iHeart
Pandora
Google Play
Amazon
 
If you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a follower.
 
Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Weekly Newsletter, along with a FREE copy of my new book;
 
The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.
I am providing a FREE copy with the hope you will review Amazon, Barnes & Noble, Books-A-Million, or any other international distributions sites the book is currently being distributed. It is always greatly appreciated to spread the word.
Enjoy!
 
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone, I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.
 
LiquidMind
Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions.
 
 
 
 

Brand Growth | Finding Another Avenue for Growth

The Visionary Chronicles
CHRONICLE: April 14th , 2022
Inspiration " "Know your enemy and know yourself, and you can fight a hundred battles without disaster."
                                                                                                         Wisdom from Sun Tzu, The Art of War
PODCAST:    BRAND GROWTH | Finding Another Avenue for Growth
Where do you find organic growth beyond your current core product lines or services?
In a recent survey of CEOs from large-cap brands, over 65% indicated that within  5 to 7 years, their industry competitors will be different than who they are now. Also, these new competitors will pose a significant market share threat to their core organic business.
A brand’s ability to find alternative sources of revenue will be vital to sustaining its long-term growth, finding another path to building a competitive edge within its core competency.
Over 40% of these brands’ ongoing revenue is projected to come from these new revenue streams, a vision set by the visionary leader who sees what is ahead and creates a path to realizing the future. The main engine for why these small start-ups can quickly become a threat is their ability to scale with little capital, nowhere near what was required in the past. Efficiency has become the new norm, and effective use of capital has become the new avenue to rapid revenue growth. Tools and technology will win for those who understand the opportunity and can quickly adapt to the ever-changing working environment.
Previously brands would incrementally grow revenue through the following means;
Geo expansion
Product line extension
Expanded customer demo
 
This is the traditional path to generational success. Still, this path has changed, and Brand will now need to find new avenues to maintain their category market share and continual, consistent growth. The growth will be executed by establishing another path and developing a new core business that can tangibly provide sustainable revenues and profitability. For instance, Apple's expansion beyond its core PC business, where they introduced the iPod, iPhone, and iPad, building an incomparable ecosystem. Once completed, moving into watches becomes the industry standard for the digital age.
To determine the viability and opportunity to build this new revenue path, I have found four key foundational elements that are needed to measure potential success:
Define a Market with a Large, Sustainable Profit opportunity, and ensure you find a market where the potential for revenue growth within the new path outstrips the base core business. This can be achieved through strategic, complementary acquisition.
Have a Sustainable Competitive Advantage. After defining the market, ensure you have an immediate competitive advantage over the incumbents, such as Amazon, with their AWS segment. The defined point of difference will be critical to providing value beyond the product to your customers.
Be an Entrepreneur. Big brands forget what it is like to be an Entrepreneur. They have been in the ivory towers too long, and they need to understand what it is like to be; agile and fearless yet frugal. Only those who have been in that seat understand.
Leverage current core capabilities, you are not starting from scratch, but you must be able to leverage existing assets and resources. This will provide much-needed velocity to the integration and implementation timeline.
Each of these by itself is never as good as all four working in unison. Therefore, to achieve sustainable growth, you must embrace the vision of finding a new, complementary path to success.
Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
@LiquidMindsite.com
@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
 
In my new Podcast, BRAND GROWTH | Finding Another Avenue for Growth, I discuss the strategy defining a brand’s challenge, and the opportunity to find alternate revenue streams beyond their core, organic business.
The Visionary Chronicles Podcast
 We discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
Please check out "The Visionary Chronicles" on these sites.
Available on
Podbean
Apple Podcast
Spotify
iHeart
Pandora
Google Play
Amazon
 
If you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a follower.
 
Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Weekly Newsletter, along with a FREE copy of my new book;
The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands.
I am providing a FREE copy with the hope you will review Amazon, Barnes & Noble, Books-A-Million, or any other international distributions sites the book is currently being distributed. It is always greatly appreciated to spread the word.
 Enjoy!
https://amzn.to/3v0By7W
 
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone, I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.
https://bryansmeltzer.com/podcasts/                       
 
LiquidMind
a Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions.
https://liquidmindsite.com/
 
 
 
 
 
                       
 
 
 
 
 
 

IDEAS | How to Build & Maximize Creativity Flow

The Visionary Chronicles PODCAST
CHRONICLE: March 30th, 2022
Inspiration "I can't understand why people are frightened of new ideas. I'm frightened of the old ones..."
                                                                        Wisdom from John Cage
 
PODCAST:    IDEAS| How to Maximize Creativity Flow
2018, LinkedIn Survey; Creativity is the number sought-after soft skillset.
 
Creativity is a Cornerstone for an Innovative Thinker and a Progressive Brand. The ability to consistently think of great IDEAS, understand the impact at a brand level, and ensure they are commercialized is a trait few possess and even are willing to explore.
Exploration is a crucial piece for Creativity; having the guts to do what others say is "Impossible" and pursue a Dream and bring it to Reality for others to see. This Exploration brings excitement and passion to a brand. The willingness to FAIL, and FAIL again for the pursuit of reaching the pinnacle of success. Those who are willing to take this challenge, not just once, but make it part of their DNA, their core Identity will succeed, not only in their markets but with their teams and community as well!With Exploration comes an Artisty around successfully realizing your great IDEA. The creative mastery around molding the IDEA to match your Identity.
The Artist is the one who knows what the painting looks like before a brush is put to canvas. So be an Artist, understand the beauty behind the product, making your communities life more accessible and non-burdensome. The Simple Sophistication of a great product and the Artistry to deliver on your Brand Promise.
To Maximize IDEA flow, you must first be committed to Exploring, embracing Failure, and being an Artist, and all are collectively generating insanely GREAT IDEAS.
What are the areas required to Promote Creativity?
Free Flowing Ideas and Pace: The quicker a decision is made, the better the company. However, having a Brand committed to providing an environment to Create, and generate IDEAS, is one that will never run short on Innovation.
        Free your Mind, let the process take its Pace, provide boundaries and ensure these IDEAS are processed, commercialized, or blown up to make it great!
 
Be a Cognitive Thinker vs. a Logical Mindset; Take your time when flushing our IDEAS, understand the implication to the brand and your community. Then, find solutions through Great IDEAS.
 
Leave the Door Open; Allow IDEAS to enter the Creativity process, do not be quick to judge, and ensure Cognitive Thinkers are at the table, the Creative doers.
 
Only the Smart Illusion; Creativity is Cognitive, and why the Logic may not always be the best trait in building an Innovative Culture. Intelligence is often misplaced, put in the correct location it can be very productive, placed in the wrong location is disastrous. Having the ability to think of what "could be" vs. "what is" is the DIFFERENCE!
 
Implement Balance; When Steve Jobs took over at PIXAR, he implemented the "pluses" policy, meaning every negative needed to be balanced with a plus. This simple policy broke down gridlock at PIXAR and was integral to creating their first blockbuster, Toy Story.
 
More is Less; Brands feel the Ideation process is better served with more people providing more Ideas…the opposite is true; the best Ideation process, where it provides the best IDEAS, is one where the mindset is common Logic is left at the Door. Cognitive THINKERS ONLY!
Many leaders agree that Innovation and Creativity are the most sought-after traits, but most do nothing to promote creating a Culture where Cognitive Thinkers can thrive!
Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
@LiquidMindsite.com
@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
 
 
 
The Visionary Chronicles Podcast    
In my new Podcast, IDEAS | How to Maximize Creativity Flow, I discuss how understanding the exploration process, embracing Risk and a commitment to providing an environment where you embrace Failure is key to generating insanely Great IDEAS.
                       
The Visionary Chronicles Podcast
We discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
Please check out "The Visionary Chronicles" on these sites.
Available on
 
Podbean
Apple Podcast
Spotify
iHeart
Pandora
 
If you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a follower.
Updates     Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Newsletter, along with a FREE Vision Notepad.
 
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.
  
LiquidMind
a Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions.
 
 
 
 
 
 
                       
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

The Visionary Brand | The Elements of a Successful Formula

The Visionary Chronicles
CHRONICLE: March 16th, 2022
 
CONTENT FROM:
THE VISIONARY BRAND BOOK, The Success Formula Behind the World’s Most Visionary Brands
“Exceptionally well written, organized, and presented, The Visionary Brand must be considered essential reading for all aspiring entrepreneurs and corporate executives seeking to expand their market share.
The Visionary Brand is unreservedly recommended for community, corporate, college, university library Business Management instructional reference collections, and for the personal reading lists of entrepreneurs, MBA students, and corporate executives."
                                                            James Cox, Editor-in-Chief, Midwest Book Review
           
PODCAST SERIES: THE VISIONARY BRAND | THE ELEMENTS OF A SUCCESSFUL FORMULA
Over the next several months I will be doing PODCAST’s on the The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands.
The book is now released, and available across all book distribution locations. I would always appreciate your support in spreading the word through a review on Amazon, Barnes & Noble, social media or any location you connect with others! Your word is what provides a connection to others who may have never heard of the book otherwise…
 
 
CONTENT FROM;
The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands
Available across all book retailers:
Amazon: The Visionary Brand
Barnes & Noble: The Visionary Brand
 
PODCAST: THE VISIONARY BRAND | The Elements of a Successful Formula
 
When you think of genuinely Visionary brands, those who have sustained generational success and have maintained category leadership simultaneously, each was built on Visionary foresight and pillars of success.
These pillars are foundational and must be kept intact regardless of circumstances, irrespective of wanting to change. This principle of building a foundation and hanging on through the storms you encounter, both creating and building your brand, is the most challenging but the most important. Brands are built on trust and loyalty, two ingredients of an innovative formula that today holds even more. These pillars are built slowly, methodically, and with authentication. Although building them takes generations, tearing them down takes only days, if not hours!
So what are these foundational principles all visionary brands adhere to as they move through the stages of brand equity growth, loyalty creation, and trust-building? It takes many different pieces to create a foundation worthy of being visionary, and all we discuss in The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands. I wrote The Visionary Brand from an inside-out perspective so those who have not experienced what the interworking of truly innovative brands look like and how they operate on a day-to-day basis.
So what are the main ingredients brands must understand, adopt and adhere to in order to achieve visionary status?
A Creative Engine to sustain innovation
Consistent Positioning across distribution channels
An Omni-channel brand experience
A Power Triad that is working in unison with all team members
Creating a Culture Matrix which defines inclusion, not exclusion
Unified Product Vision
A sticky Ecosystem
Fuel to drive your marketing strategy
A killer UX (User Experience)
The Courage to Create and Be Different!
 Each is the DNA make-up of a truly Visionary brand and the ones we discuss in detail in The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands.
In summary, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, was written for those looking to understand what is significant, being Visionary, being different to sustain long-term success, and what they do to create brand Loyalty. Also, it was written from an inside-out perspective, understanding is as much personal, as it is business acumen. Be a Leader, Be a Visionary, Be Compassionate, Be Great!
 Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
@LiquidMindsite.com
@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
 
 
In my new Podcast, The Visionary Brand | The Elements of a Successful Formula I provide an overview of the elements most, if not all, true Visionary brands and leaders embrace and execute against.
The Visionary Chronicles Podcast
We discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
Please check out "The Visionary Chronicles" on these sites.
Available on
Podbean
Apple Podcast
Spotify
iHeart
Pandora
If you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a follower.
 
Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Weekly Newsletter, along with a FREE copy of my new book in exchange for a REVIEW;
THE VISIONARY BRAND, The Success Formula Behind the World’s Most Visionary Brands.
I am providing a FREE copy with the hope you will provide a REVIEW on Amazon, Barnes & Noble, Books-A-Million, or any other international distributions sites the book is currently being distributed.
It is always greatly appreciated when you spread the word through REVIEWS!
Enjoy!
 
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone, I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.
 
LiquidMind
A Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions.
 
 

The Visionary Brand | The Vision Paradox

The Visionary Chronicles Podcast
CHRONICLE: March 9th, 2022
 
CONTENT FROM: 
THE VISIONARY BRAND, The Success Formula Behind the World’s Most Visionary Brands “Exceptionally well written, organized, and presented, The Visionary Brand must be considered essential reading for all aspiring entrepreneurs and corporate executives seeking to expand their market share. The Visionary Brand is unreservedly recommended for community, corporate, college, university library Business Management instructional reference collections, and for the personal reading lists of entrepreneurs, MBA students, and corporate executives."                                                                           James Cox, Editor-in-Chief, Midwest Book Review  
PODCAST SERIES: THE VISIONARY BRAND | THE VISION PARADOX
 Over the next several months I will be doing podcasts on The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands.  The book is now released, and available across all book distribution locations. I would always appreciate your support in spreading the word through a review on Amazon, Barnes & Noble, social media, or any location you connect with others! Your word is what provides a connection to others who may have never heard of the book otherwise…
CONTENT FROM:The Visionary Brand, The Success Formula Behind the World’s Most Visionary BrandsAvailable across all book retailers:
Amazon: The Visionary Brand
 
Barnes & Noble: The Visionary Brand
 Just because I can SEE… does not mean I have VISION…
 The Vision Paradox is a dilemma faced by many brands. When building your teams, especially early on, you will find that they need complementary skillsets and the ability to orchestrate together.  This analogy is very similar to when you hear a beautiful concerto, and all instruments complement one another. Making for a collective team, all know their role and core expertise. You do not want someone who does not know how to play the violin, playing a violin. This one failed, non-complimentary team member ruins this beautiful orchestration of a team. Some call it “staying in your lane” or “know what you know, and that which you do not,” either way, team members assigned to roles need to be complimentary to accomplish anything.  Having been in global brands overseeing product, marketing, and business development, there is a method to success, and this method includes defining roles specific to team members' skillset. Suppose you are to move your brand into Visionary thinking and status. In that case, you must have all team members playing their roles, providing guidance, and leading the next revolutionary product, ensuring generational success. There are brand principles realized through the elimination of the Vision Paradox and adoption of a Visionary foundation;
1. BREAKAWAY PRODUCT PIPELINE; as a result of creating a Vision, building an insanely great team, providing the tools to succeed, embracing failure, and rewarding creators, you will find your brand is leading in all pillars that define Visionary.  Once this structure is in place, your ability to realize an innovation-driven, breakaway pipeline becomes tangible.2. FORESIGHT; Foresight involves “anticipation,” knowing what your customers desire before they do. It is not an incremental improvement; it is not refining; it is a vision of what “can be,” not “what is.”3. REVOLUTION, RECREATE; “Incrementalism is innovation’s worst enemy” Nicolas Negroponte, MIT Your ability to out-innovate yourself first is a key ingredient to being generational. Find ways to take your breakaway product strategy and “squeeze” the Competition across all price tiers while surfing other products that enter the “pipeline.” Not a “one-hit” wonder strategy, but rather one that provides products across the entire supply and demand chain, capturing market share while not degrading brand equity. A delicate balance.
Those humble enough to understand their weaknesses and utilize their strengths complement the brand team and become part of orchestration, a masterpiece driven by a passion for being part of the team who desire to be generational. In summary, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, was written for those looking to understand what is significant, being Visionary, being different to sustain long-term success, and what they do to create brand Loyalty. Also, it was written from an inside-out perspective, understanding is as much personal, as it is business acumen. Be a Leader, Be a Visionary, Be Compassionate, Be Great!
Stay True, stay Authentic, be Different, be Great!Enjoy the Journey!
Bryan Smeltzer, PresidentLiquidMind Inc.@LiquidMindsite.com@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
In my new Podcast, The Visionary Brand | The DNA of a Visionary Brand (Part II), I discuss the Foundational Pillars required to move your Brand from the Status Quo to Visionary. The Pillars to successfully leading for generations. 
The Visionary Chronicles PodcastWe discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
Please check out "The Visionary Chronicles" on these sites. Available on
PodbeanApple PodcastSpotifyiHeartPandoraIf you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a follower. 
 
Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Weekly Newsletter, along with a FREE copy of my new book in exchange for a REVIEW;THE VISIONARY BRAND, The Success Formula Behind the World’s Most Visionary Brands. I am providing a FREE copy with the hope you will provide a REVIEW on Amazon, Barnes & Noble, Books-A-Million, or any other international distributions sites the book is currently being distributed. 
It is always greatly appreciated when you spread the word through REVIEWS! Enjoy! 
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone, I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.  
LiquidMindA Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions. 
LiquidMind
 

The Visionary Brand | TheDNA of a Visionary Brand (Part II)

The Visionary Chronicles
CHRONICLE: February 16th, 2022
 
CONTENT FROM MY NEW BOOK: 
THE VISIONARY BRAND, The Success Formula Behind the World's Most Visionary Brands
Available across all book retailers on February 8th, 2022
 
“Exceptionally well written, organized, and presented, The Visionary Brand must be considered essential reading for all aspiring entrepreneurs and corporate executives seeking to expand their market share.
The Visionary Brand is unreservedly recommended for community, corporate, college, university library Business Management instructional reference collections, and for the personal reading lists of entrepreneurs, MBA students, and corporate executives."
                                                                                              James Cox, Editor-in-Chief, Midwest Book Review
           
PODCAST SERIES: THE VISIONARY BRAND | THE DNA OF A VISIONARY BRAND (PART II)
Over the next several months I will be doing podcasts on The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands.
The book is now released, and available across all book distribution locations. I would always appreciate your support in spreading the word through a review on Amazon, Barnes & Noble, social media, or any location you connect with others! Your word is what provides a connection to others who may have never heard of the book otherwise…
___________
 
Many principles make up the genetics of a Visionary brand's DNA; however, several critical elements ensure the formula is the right mix for successfully navigating the barriers all brands face throughout their lives.
 
Two additional items we will discuss are;
Brand Loyalty
Foundational Pillars
LOYALTY
Brand Loyalty is an earned right, not something that is purchased. Being able to retain, engage and build a meaningful relationship with your community is the holy grail of a brand’s long-term viability.
Generational brands, sustained and built equity over generations, are few and far between. However, one characteristic each has in common is consistently maintaining their core brand values.
Customers have many choices, very little time, and an even shorter attention span. The situation will not improve soon and will likely get much worse. A challenge non-Visionary companies face, and a new reality Visionary brands embrace. They know if they are genuine and authentic with their community, providing value beyond selling products and engaging throughout the entire purchase and following up post-purchase through the Loyalty Loop strategy, this process will succeed regardless of economic conditions.
Staying true to your principles, building a solid foundation where the brand pillars are clearly understood, and engaging with your customer are all critical strategies required to survive and thrive.
PILLARS
Now for the true Foundational Pillars to a brand’s ongoing success and ability to thrive regardless of the economic realities.
These Pillars are;
BRAND; the brand itself, the make-up of the Foundation.
PILLAR I: Product; what the brand produces, the performance attributes that define its positioning.
PILLAR II: Culture; how the brand interacts internally and externally, the brand's DNA to the world.
PILLAR III: Positioning; where the brand positions its products for sale, location, location, premium, or commodity.
PILLAR IV: Creators; build the infrastructure for the brand’s current and future generations, the eyes and ears of what the brand stands for.
VISION; the foundational day-to-day mission driven by a future aspiration, the future realized.
EXECUTION; the common goal shared by the entire brand, its ability to realize the Vision.
 
Each brand Pillar is critical to ensuring its longevity, its ability to stay true to the Vision, and a foundation built on rock, not sand, to withstand the forces of nature and the world.
These are what make for a Visionary Brand, start tearing down the pillars, and your foundation collapse, brand equity deteriorates, brand loyalty evaporates, brand positioning changes, and your future destiny is no longer in your hands.
Build your Foundation on solid rock, stay true to your Vision, pivot when necessary, but whatever future path you choose, it must not stray from these guiding principles.
 
 In summary, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, was written for those looking to understand what is significant, being Visionary, being different to sustain long-term success, and what they do to create brand Loyalty. Also, it was written from an inside-out perspective, understanding is as much personal, as it is business acumen.
Be a Leader, Be a Visionary, Be Compassionate, Be Great!
Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
 
Bryan Smeltzer, President
LiquidMind Inc.
@LiquidMindsite.com
@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
 
THE VISIONARY CHRONICLES PODCAST
In my new Podcast, The Visionary Brand | The DNA of a Visionary Brand (Part II), I discuss the Foundational Pillars required to move your Brand from the Status Quo to Visionary. The Pillars to successfully leading for generations.
 
The Visionary Chronicles Podcast
We discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
Please check out "The Visionary Chronicles" on these sites.
Available on
Google Play
Podbean
Apple Podcast
Spotify
iHeart
Pandora
 
If you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a Follower.
 
SUBSCRIBE:
Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Weekly Newsletter, along with a FREE copy of my new book in exchange for a REVIEW;
 
THE VISIONARY BRAND, The Success Formula Behind the World’s Most Visionary Brands.
 
I am providing a FREE copy with the hope you will provide a REVIEW on Amazon, Barnes & Noble, Books-A-Million, or any other international distributions sites the book is currently being distributed.
It is always greatly appreciated when you spread the word through REVIEWS!
 Enjoy!
 
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone, I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.
                      
LiquidMind
a Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions.
 
#liquidmindsite #bryansmeltzer #thevisionarychronicles #brandDNA #leadershipprinciples #Brandingprinciples #thevisionarybrandbook #thevisionarybrand #thevisionarychronicles
 
 

The Visionary Brand | The DNA of a Visionary Brand (Part I)

The Visionary Chronicles
CHRONICLE: February 8th, 2022
 
CONTENT FROM:
THE VISIONARY BRAND, The Success Formula Behind the World’s Most Visionary Brands
“Exceptionally well written, organized, and presented, The Visionary Brand must be considered essential reading for all aspiring entrepreneurs and corporate executives seeking to expand their market share.
The Visionary Brand is unreservedly recommended for community, corporate, college, university library Business Management instructional reference collections, and for the personal reading lists of entrepreneurs, MBA students, and corporate executives."
                                                            James Cox, Editor-in-Chief, Midwest Book Review
           
PODCAST SERIES: THE VISIONARY BRAND | THE DNA OF A VISIONARY BRAND
Over the next several months I will be doing podcasts on, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands.
The book is now released, and available across all book distribution locations. I would always appreciate your support in spreading the word through a review on Amazon, Barnes & Noble, social media or any location you connect with others! Your word is what provides a connection to others who may have never heard of the book otherwise…
 
What makes a brand a brand? Is it . . .
Product?
Marketing
Culture?
Innovation?
Each of these can undoubtedly be a foundational piece of the make-up of a brand, and consumer perceptions are built on these separate components. However, I found in most instances, consumers perceive a brand as a lifestyle comprised of many different aspects, both inspirational and aspirational, or as a commodity, which serves a specific need or purpose.
For example, when Nike created the “Just Do It” or “Bo Knows” campaigns, Nike created an inclusionary active lifestyle and persona that allowed them to sell products, creating a culture built around demonstrating an inspirational lifestyle. These campaigns reflect its culture, made up of a community of like-minded athletes working towards the same aspirational goal. In other words, it sells a lifestyle more than it sells individual goods. And selling a lifestyle is now more critical than ever for a successful brand.
Selling a Lifestyle controlling your destiny is the path carved the pandemic, the reality of having to adapt, and the foresight to know this is the future. So what does this future look like as we see it?
I will discuss the first two key areas today and continue our discussions over the next several weeks.
 
THE BRAND
In this New Age of retail, brands can more easily adapt, engage, create, and control their destiny. Before this New Age of e-comm, DTC, the User Experience (UX) was critical to a brand's success, as Loyalty and authentic engagement are a priority, along with superior products. This UX needs to be controlled by the brand, as consumers' expectations shift to pre-purchase experience and post-purchase engagement. The retailer always maintained the purchase cycle, with many UX priorities left not being appropriately executed or authentically. Brands now control both their destiny and community loyalty. The retailer left having to somehow manage their ongoing Brick and Mortar business in parallel with these same brands opening their stores. Quite a balancing act and many retailers have not handled this transition correctly. Still, it represents an opportunity to partner with these global brands for those left standing.
Unless you ARE a Brand, you cannot BE a brand.
Creating a brand is an earned right that is not easily attained; ask all those new ventures left in the rubble of having had a great idea only to see it vanish before their eyes. Once you have achieved TRUE brand status, you have pricing and product control. The ability to achieve multi-tier distribution and build a global community loyal to your product, lifestyle, and brand all in one.
The retail revolution is real; those who adapt without sacrificing their core values are the ones who will successfully build a future for others to follow.
 
EVOLUTION
Every brand needs to be anchored in Foundation Principles, those things that make them a brand in the eyes of their consumer, their community, their loyal following.
However, brands can and need to evolve or pivot when they see an opportunity to change their Foundation and maximize what they have already built. Brands are built on marketplace positioning, such as; good, better, best, or premium, and clearly defined points of difference over the Competition.
The pandemic was a clear pivot point for brands, and those who evolved or adapted are the ones still standing today. But, you will notice those who pivoted did not sacrifice their Foundation! If you are built on a stone foundation, you can withstand the winds of time and fail. But, facing a challenge head-on is what visionary brands and leaders do, and they set the path for the future, a future others can not see until they clarify the vision.
We have been through and continue to struggle with one of the worst pandemics in our history, however in case you missed it, those brands who evolved early in the pandemic are the ones achieving record revenue growth.
Engaging with your core consumer directly, building a relationship, and providing value beyond the product is a formula for success. The brands now have complete control over the omnichannel experience with the pandemic. Those who clearly understand the customer journey, eliminate pain points and engage meaningfully and authentically with their community survive.
In summary, The Visionary Brand was written for those looking to understand what is significant, being Visionary, being different to sustain long-term success, and what they do to create brand Loyalty. Also, it was written from an inside-out perspective, understanding is as much personal, as it is business acumen. Be a Leader, Be a Visionary, Be Compassionate, Be Great!
 
 Stay True, stay Authentic, be Different, be Great!
Enjoy the Journey!
Bryan Smeltzer, President
LiquidMind Inc.
@LiquidMindsite.com
@BryanSmeltzer.com
 
© All rights reserved, Bryan Smeltzer, 2022
 
THE VISIONARY CHRONICLES PODCAST
In my new Podcast, The Visionary Brand | The DNA of a Visionary Brand (Part I), I discuss key principles that separate a brand and how applying these can set you apart for generations. The keys to successfully leading for generations.
 
The Visionary Chronicles Podcast
We discuss this and other business strategy topics and pressing issues facing Entrepreneurs, Executives, and Small Business Owners.
Please check out "The Visionary Chronicles" on these sites.
Available on:
Google Play
Amazon
Podbean
Apple Podcast
Spotify
iHeart
Pandora
 
If you like what you hear, I would appreciate you providing a rating and following to receive my weekly Podcasts, along with exclusive content as a follower.
 
SUBSCRIBE
Subscribe to The Visionary Chronicles PODCAST,  and receive The Visionary Chronicles Weekly Newsletter, along with a FREE copy of my new book;
THE VISIONARY BRAND, The Success Formula Behind the World’s Most Visionary Brands.
 I am providing a FREE copy with the hope you will REVIEW Amazon, Barnes & Noble, Books-A-Million, or any other international distributions sites the book is currently being distributed.
 It is always greatly appreciated when you spread the word through REVIEWS!
Enjoy!
 
INTERVIEWS
Visionary Interviews, I will be doing some upcoming interviews with some icons in the industry. If you happen to know of someone, I may want to interview, please let me know. Just provide some brief information, and if it works, we will reach out.
                       
LiquidMind
a Brand Strategy Firm for those looking to disrupt their industry, build a global digital platform, business execution leadership, or just need someone who understands your business's complexities and can provide solutions.