O Neill Dna

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O Neill Dna

  1. 1. O’ n e I L L B R a n D D n a I n te rn a t i o n a l H ea d q u a r te rs : O’Neil l, Inc. 1071 41s t Ave n u e P.O. Box 6300 Santa Cruz, CA 95063-6300 p 1.831.475.7500 f 1.831.475.0386 www . o nei l l. co m
  2. 2. DNA IS THE BLUEPRINT FOR WHO WE ARE AND WHO WE WILL BECOME. EVERY BRAND HAS A DNA, THE ESSENCE OF THEIR IDENTITY. IN THE FOLLOWING PAGES WE DESCRIBE THE O’NEILL DNA IN DETAIL, OUTLINING OUR CORE VALUES AND FOUNDING PRINCIPLES. BY USING THIS MANUAL TO GUIDE ALL DECISIONS AS A BRAND WE COMMUNICATE WHO WE ARE AND WHAT WE STAND FOR IN A CLEAR, FOCUSED MANNER. WE STAY TRUE TO OUR ROOTS. JACK O’NEILL CHAIRMAN OF THE BOARD
  3. 3. O’NEILL OUR BRAND MISSION: MOTIVATES INSPIRE AND INSPIRES THE SURFER’S EVOLUTION THE SURFING Our company was founded in a moment of fate and destiny. An inspirational moment when a young surfer named Jack O’Neill, a scrap of rubber and SPIRIT IN necessity collided in a Northern California army surplus store. That first wetsuit encouraged countless numbers to take to the waves and exported surfing to the coldwater breaks the world over. Out of Jack’s personal ALL OF US AND evolution as a surfer, a subculture was transformed. We understand the drive to progress. The hunger to be better. The need to erase that thin line between what can and can’t be done. The moment you DARES US TO exceed yourself. We take our founding principle as our mantra. We are a source of DREAM. inspiration for the enthusiast; our products are the tools of self- empowerment. O’Neill’s priority is to motivate and celebrate the process of personal evolution. It is our driving philosophy. It is the O’Neill DNA. 4 o’neILL’S BRanD DNA
  4. 4. MOTIVATE THE ENTHUSIAST’S EVOLUTION IN THEIR LIFESTYLE AND SPORT. We realize that to progress takes desire and commitment, but starts with the spark of inspiration. This spark comes from imagination and INSPIRE enthusiasm. By being a leader, we provide an example, an expectation of excellence. We are confident in the enthusiast’s desire to progress, and this confidence in turn motivates us. Our energy and passion is reflected in our product and outlook. This attitude is contagious. O’Neill as a brand is a beacon to be a better surfer both in and out of the water. 6 o’neILL’S BRanD DNA
  5. 5. ALL ENTHUSIASTS ARE BOUND TOGETHER BY THE SAME SPIRIT. The surfer is driven by the love of the sport. In this, all surfers, snowboarders, wakeboarders, waterskiers, windsurfers and divers share a THE SURFER common bond. The pursuit of sport transcends age, sex and language. For a surfer a perfect six-foot barrel elicits pure stoke that needs no translation, invites no interpretation, and is universal. We understand this spirit because we ourselves are surfers. Since we understand the drive and the bond, our voice is authentic and authoritative. All of our products are designed and tested by people who love and know the sport. It’s the surfer’s spirit that makes the O’Neill brand resonate. These are our roots. 8 o’neILL’S BRanD DNA
  6. 6. CREATE PRODUCTS THAT ENABLE THE SURFER TO GROW IN HIS OR HER SPORT AND LIFESTYLE. Evolution starts on the inside. Evolution is only aided by those things that have true benefits. Evolution is a constant journey that in itself is the EVOLUTION destination. O’Neill products are designed and made to enable the surfer to pursue his or her personal evolution every step of the way. We do this by searching relentlessly for new technologies, new materials and new ideas. By being participants ourselves and keeping in touch with the sport’s progression and trends. By being attentive to the surfer’s needs and desires. By joining the enthusiast on the path itself. 10 o’neILL’S BRanD DNA
  7. 7. BRAND TOUCHSTONES BE DIFFERENT MAVERICK IN TOUCH STAY FRESH YOUTHFUL INNOVATIVE THINK YOUNG SOLID KEEP IT REAL When we execute against these touchstones through product, promotion, distribution and corporate development decisions, we position ourselves in the mind of the customer as the most respected and desired surf brand in the world. And it will be true. BE A LEADER 12 o’neILL’S BRanD DNA
  8. 8. INSPIRE AND SHARE OUR INDEPENDENT SPIRIT AND UNIQUE PERSONALITY. LEAD BY EXAMPLE AND ENCOURAGE THE PURSUIT OF PERSONAL GROWTH. MAVERICK HOW WE DO IT: Cut our own path without being influenced by trend or fad. Have a vision, commit to it and pursue it single-mindedly. Be active in our destiny. Be vocal and visible. Be independent in thought and action. THE PLACE WE OWN IN THE CUSTOMERS MIND: O’Neill knows who they are and where they want to go. O’Neill understands my desire to be different. O’Neill is confident, and inspires my confidence. O’Neill products are for the individual who thinks for him or herself. 14 o’neILL’S BRanD DNA
  9. 9. BE THE BRAND OF CHOICE FOR INDIVIDUALS COMMITTED TO THE SURFING SPIRIT. WE HAVE A DEEP UNDERSTANDING OF OUR CUSTOMERS WANTS AND NEEDS. IN TOUCH HOW WE DO IT: Stay connected with our customers and dealers through partnerships and immersion. Participate in the environment. Speak the language. Live the life. Be our customer. THE PLACE WE OWN IN THE CUSTOMERS MIND: O’Neill is responsive to my needs. O’Neill is informed. O’Neill is in touch. 16 o’neILL’S BRanD DNA
  10. 10. BE ENERGETIC, IDEALISTIC AND ENTHUSIASTIC. CONNECT WITH THE YOUNG AND YOUNG AT HEART. HOW WE DO IT: YOUTHFUL Be young in spirit. Be optimistic and flexible. Look to the future. Welcome change. Think young. THE PLACE WE OWN IN THE CUSTOMERS MIND: O’Neill understands me. O’Neill respects the new. O’Neill is open-minded. O’Neill is growing, and I can grow with them. O’Neill combines the wisdom of fifty years with the energy of a kid. O’Neill is a youthful brand. 18 o’neILL’S BRanD DNA
  11. 11. DELIVER TRULY FUNCTIONAL PRODUCTS THAT EXCEED CUSTOMER EXPECTATIONS. WE CREATE REAL IMPROVEMENTS THAT BUILD LOYALTY AND A LASTING REPUTATION. INNOVATIVE HOW WE DO IT: Deliver real improvements before the customer even knows they need them. Explore new technologies and materials. Be creative in how we make and present our products. Keep durability, performance and style as the guiding principles behind all innovations. Our products must outperform the competition and be cutting edge. THE PLACE WE OWN IN THE CUSTOMERS MIND: O’Neill respects and understands my needs. O’Neill understands my desire to progress. O’Neill is innovative. O’Neill is cutting edge. 20 o’neILL’S BRanD DNA
  12. 12. PROVIDE REAL VALUE BASED ON EXPERIENCE AND WISDOM WE LET OUR HERITAGE AND SUCCESS REFLECT IN OUR PRODUCT AND PERSONALITY. HOW WE DO IT: SOLID Be authentic through true wisdom and true messages. Think in terms of benefits to the customer. Use all of our resources. Adopt change that only enhances. Be honest. Be consistent in word and action. Stick to the founding pioneer spirit. Be real. Stay committed. THE PLACE WE OWN IN THE CUSTOMERS MIND: O’Neill makes great products because they have experience. O’Neill is authentic. O’Neill is respected in the industry. O’Neill is solid. O’Neill leads. 22 o’neILL’S BRanD DNA

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