What Does it Take to Create a Visionary Brand?

In this episode, Eric interviews Bryan Smeltzer, a brand strategist, author, and podcaster, and the current president of LiquidMind, a global brand strategy firm. Bryan shares his journey from working in executive roles with iconic consumer brands like TaylorMade, Adidas, Oakley, K-Swiss, and Schutt Sports, among other international brands, to starting and selling his own company. He emphasizes the importance of authenticity, premium positioning, and strategic marketing through storytelling, using the launch of the ZAMST brand in the U.S as a case study. Bryan highlights how they achieved distribution across major retailers by focusing on product quality, many super star athlete endorsements, and clear brand positioning. He also discusses his books, 'The Visionary Brand' and the upcoming book 'The Visionary Leader,' sharing insights on building visionary brands through foundational principles and alignment between product, marketing, and sales. Bryan concludes with advice for marketers and business leaders aiming to create visionary brands, emphasizing the significance of foundational principles, brand positioning, and maintaining authenticity.

Check out Bryan's Podcast and Book

02:07 The Challenge and Triumph of Building a Brand from Scratch

09:17 Insights from Brand Strategy and Marketing Successes

10:17 Diving into 'The Visionary Brand' Book

15:06 The Journey of Writing and the Vision Behind 'Liquid Mind'

17:30 Final Thoughts and Advice for Aspiring Visionary Brands

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