Finding Your ZAG T&C Surf Designs By Jamie Park Mark Lalic Com 459
Designing Your Zag <ul><li>15 checkpoints used in the Zag design process </li></ul><ul><li>4 key elements: </li></ul><ul><li>Differentiation </li></ul><ul><li>Communication </li></ul><ul><li>Focus </li></ul><ul><li>Trend </li></ul>
Checkpoint 1: Who Are You? <ul><li>Write your obituary… </li></ul><ul><li>Who are you? </li></ul><ul><li>What gets you up in the morning? </li></ul><ul><li>Where does your passion lie? </li></ul><ul><li>Where do you have the most experience? </li></ul><ul><li>Where do you have to most credibility? </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 has grown to 8 stores island wide. T&C has been able to go global with licensees around the world and stores near the large surf communities across the country. Even in other countries, 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 has become the most recognized name in the industry. The original owners of T&C Surf Designs closed its doors because they felt that their vision was accomplished by providing the world with an insight to the Hawaiian surf culture. </li></ul>1 who are you?
Checkpoint 2: What Do You Do? <ul><li>Find a core purpose. </li></ul><ul><li>It shows who you are and why you’re doing what you’re doing. </li></ul><ul><li>It should go beyond your product or service and explain why your company exists. </li></ul><ul><li>Your core purpose should never change. </li></ul><ul><li>It should be 12 words or less. </li></ul><ul><li>“ We are here to share the experience and aloha of the Hawaiian lifestyle of surfing.” </li></ul>2 what do you do?
Checkpoint 3: What’s Your Vision? <ul><li>Find your company’s vision. </li></ul><ul><li>Visions are concrete and designed to lead and empower. </li></ul><ul><li>It illustrates the future that comes from the shared purpose and passion of the company’s people. </li></ul><ul><li>“ Our goal is to build a team 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.” </li></ul>Paint a vivid picture of your future Go back and refine it further Test it on a real piece of communication (eg. brochure, script, speech) Use it repeatedly to illustrate the direction of your business 3 what’s your vision?
Checkpoint 4: What Wave Are You Riding? <ul><li>What trends can you ride? </li></ul><ul><li>Find out the trends that power your business. </li></ul><ul><li>Make a list of trends that can power your success. </li></ul><ul><li>Build trend power by riding more than one trend at a time. </li></ul><ul><li>Trends - authenticity </li></ul><ul><li>design </li></ul><ul><li>world travel </li></ul>4 what wave are you riding?
Checkpoint 5: Who Shares the Brandscape? <ul><li>Find out who else competes in your category and how those companies rank in the minds of customers. </li></ul><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 Or, become the first mover in a new category Design a strategy to become number one or two #1 5 who shares the brandscape? first mover + popularity = leadership
Checkpoint 6: What Makes You the “Only”? <ul><li>Do you have “onliness”? </li></ul><ul><li>What makes your brand different and compelling? </li></ul><ul><li>Fill-in-the-blank tests: </li></ul><ul><li>Our surf shop is the only locally owned and operated shop that shares the experience and lifestyle of the Hawaiian surf culture . </li></ul><ul><li>What: The only surf shop </li></ul><ul><li>How: that is locally owned and operated </li></ul><ul><li>Who: for people interested in the surf culture </li></ul><ul><li>Where: in Hawaii </li></ul><ul><li>Why: who wants quality products </li></ul><ul><li>When: in an era of new design </li></ul>6 what makes you the “only”?
Checkpoint 7: What Should You Add or Subtract? <ul><li>Alignment is best served by extreme focus and discipline. </li></ul><ul><li>Link your business strategy to your customer experience and make no contradictions. </li></ul><ul><li>“ The Sacrifice Game” </li></ul><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! 7 what should you add or subtract?
The Eliminate-Reduce-Raise-Create Grid Example: Town and Country Description: It helps companies have a clear and better drive to creating Blue Oceans. The grid helps companies with four immediate benefits. 1. It pushes them to push for differentiation to break the value-cost trade-off. 2. Stops companies from over engineering products. 3 Easy to understand by managers 4. Because it is a difficult it drives companies to scrutinize every factor in the industry. Create A more focused T&C brand Stores in Hawaii Kai and Kapolei or Kailua 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
Checkpoint 8: Who Loves You? Every brand is built by a community. It is part of an ecosystem in which each participant contributes and each participant benefits. 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. Decide who makes up your community Diagram your brand’s ecosystem Decide how each participant will both contribute and benefit 8 who loves you?
Checkpoint 9: Who’s the Enemy? <ul><li>Pick a fight with your biggest competitor because it puts the RADICAL in radical differentiation. </li></ul><ul><li>Tell your customers what you’re not, in no uncertain terms. </li></ul>9 who’s the enemy?
Checkpoint 10: What Do They Call You? <ul><li>The most valuable asset of a brand is its name. </li></ul>10 what do they call you? Choose a name that’s different, brief, and appropriate 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 If it’s hurting, is here an opportunity to change it? Good name requirements Questions to ask
Checkpoint 11: How Do You Explain Yourself? <ul><li>Craft a trueline: the one thing you can say about your brand based on your onliness statement. </li></ul><ul><ul><li>must be something your competitors can’t claim </li></ul></ul><ul><ul><li>something your customers find valuable and credible </li></ul></ul><ul><ul><li>tells why your brand is compelling </li></ul></ul><ul><ul><li>avoid any commas or “ands” </li></ul></ul><ul><ul><li>one proposition per brand </li></ul></ul><ul><li>Local shop that represents the Hawaiian surf culture. </li></ul><ul><li>Turn your trueline into a tagline to use with customers. </li></ul><ul><li>Live Like This </li></ul>11 how do you explain yourself?
Checkpoint 12: How Do You Spread the Word? Make sure you align all communications with your Zag. Only compete at touch points where you can win. 12 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 Brand advocates spread the word about your product to others
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
Checkpoint 13: 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 Which competitions can you avoid? What new things can you add? Blue ocean market Creating a new blue ocean will put you ahead in that market. = 13 how do people engage with you?