BRAND hoW?2002Nick woodman struggledto capture his surfing tripwith a regular cameraso he came up with theidea to create a decentwearable camera.
BRAND HOW? 2002 2003 NIC Nick sold belts with seashells glued onCO K W out of his VW van to build up the moneyUP MES OOD WI MA in order to get his idea off the ground. TH N TH EI DE A
BRAND HOW? 2002 2003 2004 NIC NIC GoPro sold their first camera inCO K W OU K RUP MES OOD FU T OF AISE 2004. A 35mm film video camera. WI MA NG H D TH N OP IS V MO TH RO AN NE EI DE TO Y A
BRAND HOW? 2002 2003 2004 2012 NIC NIC GO GOCO K W OU K R FIRPRO TH PROUP MES OOD FU T OF AISE ST SE EIR RE WI MA NG H D CA LL 6T LEA TH N OP IS V MO ME TH HC S TH RO AN NE RA EIR AM E EI DE TO Y ER A A
Brand values Tone of voice positioning Empowering Practical Enthusiastic Epic Does things improving YOLO others can’t
TARGET MARKET THRILLSEEKERS Brett, 35, Male In between jobs, surfer Characteristics: Loves travelling, loves to meet new people, easy going, says ‘radical’ Goals: Wants to share his awesome videos on the internet, attract companies in hope of being sponsored.
TARGET MARKET FILMMAKERS Leanne, 24, Female Works for local film company, making videos for local companies. Characteristics: Not outgoing, loves films and documentaries, spends lots of time on the internet looking for new independent movie productions Goals: Wants to give her films that little creative extra
TARGET MARKET GADGET FANS Graham, 53, Male Software Specialist Characteristics: Calm, into gadgets, loves classic cars, doesn’t do any sports Goals: Wants to show car videos and memories to family and friends. Likes the difference and innovation of the product.