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Reviewed by Vincent Dublado for Readers' Favorite
The Visionary Brand: The Success Formula Behind the World’s Most Visionary Brands opens with an interesting case study about Oakley and how it almost lost its cultural direction as a brand and regained its footing by re-aligning its brand identity. Author Bryan Smeltzer shares his three decades in the business from founding his own company and to being involved in executive-level roles with some of the world’s most iconic brands. His book points out that many in the business believe that product, marketing, culture, and innovation are good starting points in creating a visionary brand, but they need to be an integral part of your brand’s foundation to make it work and must be upheld throughout your brand’s entry into the world. It incorporates elements of a successful formula that includes not only positioning but also what is called the Power Triad, culture matrix, and how to navigate the ecosystem that will be your brand’s habitat. It is your chance to take a glimpse into how competitive brands sustain their huge hold on their target market.
Visionary branding is a powerful tool for aligning a product’s identity in the development of strategic competitive advantage. The Visionary Brand could not have come at a more opportune time. It is an idea that is timeless and will prove indispensable for as long as companies and their brands are jousting for the competitive edge in the market. If there is anything that Bryan Smeltzer’s case studies and easy-to-digest style of writing have taught me, it is that paying attention to the literature on visionary branding will help companies not only to focus on their core values and identity, but it will also increase their responsiveness to change. While reading this book, I can’t help but remember the tragedy of Blackberry, HTC, and Nokia. The Visionary Brand is highly recommended to anyone who wants to learn how a brand retains a strong recall and avoids the pitfalls of obscurity.