Brand Analysis T&C Surf Designs By Jamie Park Mark Lalic Com 459
Who Are You? <ul><li>Dateline 2032 T&C Surf Designs </li></ul><ul><li>Since 1971 T&C Surf Designs have represented the local Hawaiian surf culture to the best of their abilities. They have provided Hawaii with quality products backed by superior customer service from employees who represented what local surf culture is. Starting as a small shop in Pearl City it was able to grow to 8 stores island wide. Later T&C was able to go global with 75 licensees around the world and 57 stores near the large surf communities across the country. Going global, T&C has been able to share what the Hawaiian surf culture represents. Backed by famous surfers and other icons in the surf industry, T&C Surf had become the most recognized name in the industry. The original owners of T&C Surf Designs closed its doors with assets nearing the billions and because they felt that their vision was accomplished by providing the world with an insight to the Hawaiian surf culture. </li></ul>
What Do You Do? “ We are here to share the experience and aloha of the Hawaiian lifestyle of surfing.” State your purpose in 12 words or less. Deliver high quality products to customers wanting to experience the local surf culture in Hawaii. Decide what your purpose is? T&C surf designs is in the retail business. The company sells many products ranging from surf boards to back packs. What business are you in?
What’s Your Vision? <ul><li>“ Our goal is to build a community that represents the essence of Hawaiian surfing - commitment, power, style, and respect. Our stores strive to provide an unparalleled selection of apparel and hard goods, supported by the highest level of customer service. Which in turn will continue to boost T&C as the number one customer preferred surf shop in Hawaii.” </li></ul>Customers T&C surf Competition
What Wave Are You Riding? authenticity Simplicity design Waves that T&C should be riding Longevity
Who Shares the Brandscape? <ul><li>T&C Surf is the most recognized brand when it comes to local surf shops. Voted Hawaii’s Best for 2006 and 2007. </li></ul>Find out how your brand ranks with customers T&C Surf is #1 in Hawaii Design a strategy to become number one or two #1 It is important to be number 1 or 2, anything else will not cut It.
What makes you the “only”? (statement of onliness) For Town and Country Surf Designs in an era of new design in an era of When who wants quality products with a taste of Hawaii who Why in Hawaii In Where for people interested in the surf culture for Who that is locally owned and operated that How The only surf shop The ONLY What
What Should You Add or Subtract? <ul><li>T&C Surf is riding on mainland trends too much. They need to focus on why people like the brand…because it represents Hawaii and its local culture. Focus more on making their own T&C brand better instead of investing so much into other mainstream brands that can be found on the mainland. </li></ul>Teams of participants start with a well-known brand T&C Surf Decide what makes it different and desirable Familiar local brand Prune back the brand to its core meaning Represent local surf culture Remove unaligned elements Trendy clothes Suggest new elements that might increase focus of the brand Focus on local look and trend ZAG!
The Eliminate-Reduce-Raise-Create Grid Example: Town and Country Create A more focused T&C brand Stores in Hawaii Kai and Kapolei or Kailua Online shopping Reduce Store clutter Slippers and some other accessories Raise Focus on T-Shirts Better Marketing strategy Awareness T&C surf lifestyle Eliminate Dog clothes Dress and woven shirts One waikiki store
Hawaiian Island Creations Strategy Canvas High Low Price Location Customer Service Swim wear T-Shirts In house brand Surf Boards In house brand Body Boards Other Clothes In house brand Accessories In house brand Sales Town & Country Surf Other items Out house brand
Who Loves You? T&C surf’s brand community are its customers. Focusing on superior Customer service is essential in continuing to provide customers with a fun and unique shopping experience. Customers Employees Partner Companies Vendors
Who’s the Enemy? T&C surfs main enemy is HIC (Hawaiian Island Creations). Because HIC is modeled almost exactly the same way as T&C it makes the store a main threat out of all the other surf shops.
What Do They Call You? Choose a name that’s different, brief, and appropriate. N/A Is your name helping or hurting the brand? T&C Surf Designs Determine how easy or difficult it will be to legally define Kind of hard to define. Already had one legal dispute over Town and Country so it changed to T&C Is it suitable for brandplay? Does it have creative “legs”? Surf in the name restricts it but so far other extensions like skate and snow have done well. No more than those. Find out if the name can be used as a URL Tcsurf.com If it’s too late to change it, is there a way to work around it? Make sure it’s easy to spell and pronounce. Yes it is. If it’s hurting, is here an opportunity to change it? You can’t change the name it has been around for too long and is too recognizable. Good name requirements Questions to ask
How Do You Explain Yourself? <ul><li>Trueline </li></ul><ul><li>Local shop that represents the Hawaiian surf culture. </li></ul><ul><li>Tagline </li></ul><ul><li>Live Like This </li></ul>
How Do You Spread the Word? Unpack the meaning of your name, trueline, and tagline Live Like This Deploy it across a series of touch points where customers come into contact with brand Surf contests Concert sponsors Other event sponsors 8 store locations Surfboard factory Surf team Customers become true believers then brand advocates. With successful touch points, customers will pass on a successful word of mouth. Brand advocates spread the word about T&C product to others and it will lead to larger customer base for the company.
The Three Tiers of Noncustomers Town and Country Surf Designs First Tier These customers are always searching for something better. Second Tier Also known as refusing noncustomes they find the offerings of markets Unacceptable or beyond their means. Customers are on the edge ready to jump ship if a better market arrives. An Ocean of untapped demand waiting to be released. Third Tier Farthest away from an Industries existing customers. Their needs are always assumed to belong to other markets. Unlimited potential if needs are met
How Do People Engage With You? Best practice = Common practice What are you selling and how are you selling it? T&C sells clothing and other accessories that represent surf culture. What can you offer that other competitors can’t or won’t? T&C surf products are made right here in Hawaii Because T&C is still the only locally owned surfshop Map your value against your competitors Quicksilver and Billabong are a major competition in the fashion clothes department. Which competitions can you avoid? T&C can avoid competing directly with Billabong and Quicksilver by not wasting money and producing T&C woven shirts. What new things can you add? Focus more on the T&C T shirts, because it emphasizes more of the local trends and culture.