EPISODE 157
X CHRONICLE | May 30th, 2024
Visionary Success | How Do Brands Sustain Generational Success
" Success depends upon previous preparation, and without such preparation, there is sure to be a failure." – Confucius
Why do so few brands survive, much less gain generational success? This question is critical to defining a Visionary brand—those who have a Vision and maintain this Vision while sticking to their path regardless of circumstances. This strategy is much easier said than done, and this is why so few Visionary generational brands have achieved generational success.
Visionary brands that sustain generational success and growth typically exhibit several vital characteristics. Here are the primary strategies these brands execute relentlessly:
- Strong Core Principles and Vision
- Foundational Principles | They establish and maintain strong core values and a clear Vision that resonates and guides all their decisions.
- Cultural Integrity | They ensure their values flow through the company culture and are reflected in all they achieve.
- Innovation and Adaptability
- Continuous Innovation | They invest in research and development to continuously innovate their products, services, and processes.
- Adaptability | They are agile and can quickly adapt to changing market trends, consumer behaviors, and technological advancements.
- Long-term Vision
- Future Planning | They focus on long-term goals and strategic planning rather than short-term gains.
- Deep Customer Journey Understanding
- Customer-Centric Approach | They place the customer at the center of their business strategy, constantly seeking to understand and anticipate their needs.
- Feedback Loops | They create strong feedback mechanisms to gather and act on customer insights continually.
- Brand Legacy and Storytelling
- Compelling Narrative | They build a strong brand story that connects with people emotionally, fostering loyalty across generations.
- Heritage and Evolution | They honor their heritage while evolving the brand story to stay relevant with newer generations.
- Effective Leadership
- Visionary Leaders | They have leaders who inspire and drive the company towards its long-term vision.
- Strong Control | They implement clear structures that ensure stability and strategic direction.
- Talent Development and Retention
- Investing in People | They focus on attracting, developing, and retaining top talent who share the company’s values and vision.
- Inclusive Culture | They cultivate an inclusive culture that promotes diversity and innovation.
- Strategic Partnerships and Alliances
- Collaborative Efforts | They form strategic partnerships and alliances to expand their capabilities and reach.
- Synergy Creation | They seek partners who complement their strengths and help them achieve their long-term goals.
- Effective Brand Management
- Consistency | They maintain consistent brand messaging and experience across all touchpoints.
- Reinvention | They periodically refresh their brand to stay relevant without losing their core identity.
- Financial Shrewdness
- Sound Financial Practices | They manage their finances wisely, ensuring they have the resources to invest in growth opportunities and weather economic downturns.
- Reinvestment | They reinvest profits into the business for innovation, expansion, and improvement.
- Technology Integration
- Leveraging Technology | They harness the power of technology to enhance operational efficiency, customer experience, and market reach.
- Digital Transformation | They embrace digital transformation to stay ahead in an increasingly digital world.
- Community Engagement
- Building Relationships | They actively engage with their community and customers, building solid and lasting relationships.
- Corporate Social Responsibility | They commit to social causes and give back to the community, strengthening their brand reputation and consumer loyalty
By personifying these principles and practices, Visionary brands can sustain their success and growth across generations, continually adapting and thriving in an ever-changing market landscape.
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, 2024
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BRYAN SMELTZER
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.
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THE VISIONARY CHRONICLES
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.
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MENTORSHIP | BOARD MEMBERSHIP
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.
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LIQUIDMIND
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/
