Brand  Audit  

       

 

 

 

 

Izzy  Poulin  

December  8,  2015  

Brand  Management  

Vernon  Stauble    

 

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Gary  Rayner  founded  LifeProof  in  2009.  They  are  headquartered  in  San  Diego,  

California  and  are  a  consumer  electronics  accessory  company  that  has  been  owned  

by  OtterBox  since  2013.    

Part  1:  Brand  Inventory  

LifeProof  offers  a  variety  of  products  for  consumers.  This  includes:  iPhone  6S,  6S  

Plus,  6,  6  Plus,  and  5S/5  phone  cases;  iPad  Air  1  and  2  cases;  iPad  Mini  1  and  2  cases,  

and  iPod  touch  cases.  They  also  sell  Galaxy  S6,  S5,  and  S4  phone  cases  as  well  as  

Droid  Turbo  phone  cases.  Other  add-­‐on  accessories  (LifeActiv  QuickMount)  that  are  

available  include:  flotation  jackets,  belt  clips,  headphones,  chargers,  connectors,  

armbands,  and  bike  mounts.  There  are  also  different  series  of  phone  cases:  FRE,  

NUUD,  and  FRE  Power.  The  FRE  case  features  a  built-­‐in  screen  protector,  which  the  

NUUD  does  not  have.  The  NUUD  case  allows  the  consumer  to  directly  touch  the  

screen  since  the  case  seals  around  it-­‐allowing  it  to  still  be  completely  waterproof.    

Listed  blow  are  specific  features  of  their  phone  cases:    

-­‐Built-­‐in  screen  cover  (FRE  series  only)  

  -­‐Works  with  iPhone  6’s  Touch  ID  

  -­‐Complete  access  to  all  buttons/ports  

  -­‐Maximum  sound  output  and  clarity  

  -­‐iPhone  Case:  Clear  window  showing  Apple  logo    

  -­‐Built  sleek  to  compliment  lines  of  phone  

  -­‐Waterproof:  Submersible  to  6.6  feet  (2  meters)  for  1  hour  

  -­‐Seals  from  dirt,  dust,  and  snow  

  -­‐Survive  drops  from  6.6  feet  (2  meters)  

  -­‐Weight:  1.23  oz  (35  g)  

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  -­‐Materials:  Polycarbonate,  Polypropylene,  Synthetic  Rubber,  &  Silicone  

-­‐Available  in  multiple  colors  (9+)  

-­‐Add  on  accessories  available  for  purchase  such  as  the  Life  Jacket,  Armband,  Belt  

Clip,  and  Bike  +  Bar  Mount  (LifeProof  2015)  

 

How  they  are  being  marketed  and  branded:  

Currently,  social  media  plays  a  huge  role  in  their  marketing.  They  use  Twitter,  

Facebook,  Instagram,  Pinterest,  YouTube,  Tumblr,  and  Google+.    A  direct  quote  from  

one  of  their  Instagram  posts:    

“LifeProof  believes  that  those  who  defy  limits,  inspire  the  world  forward.  These  

people  defy  things  like  limits,  gravity,  elements,  odds,  and  expectations  every  day.  

With  LifeProof,  you’re  free  to  live  without  hesitation,  on  all  your  defying  

adventures.”  

They  do  contests  and  giveaways  on  their  social  medias,  which  helps  to  boost  their  

followers  and  get  their  name  out  there.    They  cross-­‐promote  with  companies  as  

well.  They  also  attend  events  such  as  The  US  Open  of  Surfing  and  do  giveaways  at  

these  events.  (I  was  lucky  enough  to  win  a  phone  case  at  this  event.)  Their  latest  

events  that  they  sponsor,  which  are  listed  on  their  website,  include:  

-­‐CrossFit  Regional  Recap  

-­‐RedBull  Cliff  Diving  

-­‐Ironman  

They  also  have  a  blog  that  includes  news  on  new  products,  featured  photos,  articles  

about  places  to  travel  to  around  the  world,  and  other  information  about  the  

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company.  They  feature  their  brand  ambassadors  snowboarding,  surfing,  skiing,  

hiking,  snorkeling,  biking,  and  swimming  to  show  that  this  case  is  perfect  for  anyone  

who  enjoys  these  type  of  outdoor  activities.  Their  user  profile  suggests  consumers  

between  the  ages  of  15-­‐50  to  use  the  product.    

Logo:  

 

The  name  of  the  brand  is  ‘LifeProof’  and  their  parent  company  is  ‘OtterBox’.  Their  

slogan  is:  “One  Case  –  Four  Proofs.”  Another  slogan  that  is  used  is  “Waterproof,  

Dirtproof,  Snowproof,  Dropproof.  LIFEPROOF.  Four  Proofs.  Zero  Doubt.”  The  name  

in  itself  represents  their  entire  company  and  line  of  products.  They  want  to  assure  

you  that  your  devices  will  be  safe  in  any  type  of  environment.    

Packaging:      

 Photo  1:  Packing  of  Lifeproof  5C  Nuud  iPhone  Case  (GadgetMac  2015)  

 

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Their  product  is  packaged  in  a  way  that  is  eye-­‐catching  and  allows  the  consumer  to  

open  it  up  and  see  the  product.  The  packaging  explains  clearly  what  the  product  is  

for,  what  it  is  capable  of  doing,  and  the  type  of  series.  Inside  the  package  includes:  a  

set  of  instructions  on  how  to  install  and  use  the  case,  a  microfiber  cleaning  cloth,  a  

weatherproof  headphone  adapter  cable,  an  iPhone  test  dummy  for  use  when  water  

testing  the  case  for  any  leaks,  and  a  screen  protector  (GadgetMac  2015).    

Sponsored  Athletes  (Characters):  Some  of  their  ambassadors  include:    

  -­‐Margaux  Alvarez:  CrossFit  Games  Athlete  

  -­‐Slater  Trout:  Photographer    

  -­‐Jesse  Foy:  Photographer/Adventurer  

  -­‐Mickey  Witte:  Neuroscientist  and  Triathlete    

  -­‐Adele  Fraser:  iPhone  Photographer  

Their  blog  also  features  photos  and  articles  about  their  other  brand  ambassadors  

(LifeProof  2015).  

 

Why  LifeProof?  

1)  Remarkable  Customer  Service:  Responses  to  comments  from  consumers  on  social  

media,  quick  response  to  emails  with  questions  

2)  CES  2015  Innovation  Award    

3)  1  Year  Warranty:  Replace  your  phone  case  with  a  new  one  if  there  are  any  defects  

4)  #1  Selling  Waterproof  Case  *  

*Source: The NPD Group/Retail Tracking Service: Cell Phone Device Protection/Units Sold 4/2014 – 3/2015  

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Competitors:    

-­‐Mophie  is  their  #  1  Competitor  because  they  sell  similar  products  (charging  phone  

cases)  

-­‐Cheap  copies  of  the  product  (Sold  on  Ebay)  

-­‐Other  companies:  LifeBox,  Bessmate,  Optrix,  Hitcase,  and  Watershot  

-­‐OtterBox  used  to  be  a  rival  company  but  they  joint  forces  in  2013.    

-­‐Now  #10  on  the  Forbes  list  of  “America’s  Most  Promising  Companies”  

-­‐Still  kept  the  names  separate  not  to  confuse  consumers    

 

Here  is  a  direct  quote  from  an  interview  with  the  former  founder  and  CEO,  Gary  

Rayner:  

Question:  How  were  you  able  to  compete  with  a  big  player  like  OtterBox?  

 “Rather  than  viewing  OtterBox  as  the  competitor,  I  saw  them  as  the  anti-­‐competitor.  I  

saw  them  virtually  as  a  prototype  of  everything  I  did  not  want  to  be.  I  did  not  want  to  

be  big,  thick,  and  rubbery.  I  didn’t  want  to  be  difficult  to  assemble.  There  were  other  

attributes  that  I  felt  could  be  improved  upon  with  the  OtterBox  product  at  that  point,  

and  I  wanted  to  take  a  different  direction.  I  saw  that  their  message  was  all  around.  

You  buy  an  OtterBox  case  so  something  bad  doesn’t  happen  to  your  phone,  and  I  

thought  that  was  entirely  the  wrong  message.  This  is  really  about  living  life  vivaciously  

and  fully.  You  buy  a  LifeProof  case  so  you  can  do  great  things  with  your  life.  You  can  

cache  your  great  things:  the  first  time  your  kid  swims  in  the  pool,  the  first  time  you  run  

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a  marathon,  go  hiking,  camping,  and  climbing;  and  using  the  underwater  camera.  

Nothing  bad  was  happening.  Every  time  you  used  your  LifeProof  case  in  sensitive  

situations,  something  wonderful  was  being  captured,  and  that  was  the  difference  of  

our  message.  The  difference  of  our  focus  was  not  insurance  or  protection  —  it  was  

freedom.”  

This  was  his  response  when  asked  about  his  experience  when  OtterBox  acquired  

LifeProof:    

“I  wanted  to  know  whether  the  values  of  both  companies  would  be  aligned,  that  the  

cultures  of  the  two  companies  were  going  to  be  reasonably  compatible,  and  that  

they’re  really  sincere  about  pursuing  this  with  integrity.  I  didn’t  want  to  proceed  

without  addressing  these  three  aspects  with  the  owner  in  a  face-­‐to-­‐face  chat.  It’s  

probably  unconventional.  I  wanted  to  ensure  that  there  would  be  compatibility  by  

joining  the  companies”  (The  Blueprint  Interview  2014).  

He  made  sure  to  take  caution  in  joining  forces  with  this  company  as  to  not  destroy  

the  objectives,  goals,  and  ambitions  of  LifeProof.    

 

Pricing  &  Product  attributes/characteristics  of  the  brand:    

Price  of  the  cases  range  from  $80-­‐$130.  Their  cases  are  a  bit  pricey  but  the  company  

has  great  customer  service  as  well  as  a  1-­‐year  warranty,  which  means  they  can  send  

you  a  brand  new  case  if  yours  is  defective  in  any  way.  (I  have  been  able  to  

experience  this  first  hand.)  Their  products  are  sold  at  Amazon,  the  Apple  Store,  

Target,  Walmart,  Best  Buy,  their  own  website,  and  other  smaller  retail  stores.  They  

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also  have  partnerships  with  Verizon  Wireless,  T-­‐Mobile,  Sprint,  and  AT&T  to  sell  

their  products  in  their  retail  stores  as  well.      

 

Some  quotes  they  use  when  marketing  their  products  to  consumers:  

-­‐“Live  Beyond  Limits”  

  -­‐“Defy  Expectations/Elements”  

  -­‐“Show  Us  How  You  #LiveLifeProof”  

  -­‐“Live  A  Life  Without  Limits”  

 

Other  Marketing  Strategies  

Magnetic  helped  them  market  some  or  their  campaigns  and  events.  They  sponsored  

the  2012  Ironman  and  all  of  the  2013  XTERRA  Triathalon  Events.  They  also  had  a  

partnership  with  Belkin  EMEA  in  2013.  Some  awards  they  have  received  include:  

CTIA  2015  Hot  for  the  Holidays,  iMagazine  gadget  of  the  year,  iPhone  Life  magazine  

best  of  CES  2014/2015,  About.com  reader’s  Choice  2013,  and  the  PCMag  Best  

iPhone  5/5s  Case  (LifeProof  2015).    

 

Distributions  Policies    

LifeProof  Business  Solutions  Benefits:  Free  Shipping,  Secure  Shopping,  Dedicated  

Account  Team,  100%  Authentic,  Best  Selection,  1-­‐Year  Warranty,  Tax  Exempt  

Purchasing,  and  Every  Case  is  Water  Tested.    

 

 

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Part  II:  Brand  Exploratory:  

-­‐In  the  beginning  they  invested  about  $200,000  to  $250,000  when  they  started  the  

company,  which  came  from  their  personal  savings.  There  was  even  a  point  where  

they  spent  the  remainder  of  their  money  and  were  in  serious  danger  of  being  out  on  

the  streets.  They  were  able  to  get  a  $50,000  investment,  which  still  wasn’t  enough  to  

get  it  to  the  market.  An  opportunity  fell  into  their  laps  when  a  friend,  of  a  friend,  of  a  

friend  invested  a  million  dollars,  which  was  a  smart  move  for  him  because  they  later  

received  a  50  times  return  on  their  investment.    

-­‐Revenue,  as  of  February  2013,  was  at  $574.5  Million  for  OtterBox  (Forbes  2013).  

-­‐According  to  The  NPD  Group/Retail  Tracking  Service:  Cell  Phone  Device  

Protection/Units  Sold  between  April  2014  –  March  2015,  LifeProof  was  the  #1  

selling  waterproof  case.  

-­‐iPhones  have  increased  in  popularity  over  the  last  few  years.  Below  is  a  chart  

showing  iPhone  users  in  the  U.S.  (in  millions)  between  2010-­‐2014.  

 Figure  1:  iPhones  users  in  the  U.S.  (in  millions)  from  2010-­‐2014.  

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Part  III:  Vision  of  a  “Mental  Map”  

LifeProof  is  relatable  to  consumer’s  everyday  work  life.  They  are  marketed  as  

products  that  are  good  for:      

-­‐Business:  Retail  &  Restaurant,  Aviation,  and  Field  Work  

  -­‐Education:  In  Class,  On  Campus,  and  At  Home  

  -­‐Healthcare:  Hospital/Clinic,  Health,  and  Ambulance  Services  (easy  to  clean)  

  -­‐Government:  Fire  Department,  EMT/Paramedics/Search  &  Rescue,  and  the  

Police  force    

“LifeProof  keeps  your  [organization’s,  school’s,  and  agency’s]  mobile  investments  

protected,  connected  and  on  the  move.  WaterProof  and  DropProof,  our  cases  are  

immune  to  the  two  biggest  device  dangers  in  any  environment”  (LifeProof  2015).    

 

 

Figure  2:  Important  elements  of  the  company  that  come  to  consumer’s  mind.    

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Figure  2  shows  the  type  of  things  that  come  to  mind  when  the  consumer  thinks  

about  the  brand.  The  company  should  be  associated  with  these  key  terms  because  

they  are  important  in  creating  trust  and  likeability  of  the  brand.    

Part  IV:  Brand  hierarchy  for  the  brand  

Table  1  (below)  shows  the  Points  of  Parity  and  Difference  that  the  brand  utilizes  in  

their  marketing  strategy  for  a  competitive  advantage.    

Points  of  Parity  (POP’s)   Points  of  Difference  (POD’s)  

High  Quality   Performance  

Pricing  Strategy   Design/Style  

Durability/Reliability   Innovation  

Table  1:  Elements  that  are  utilized  in  the  marketing  of  a  brand  for  competitive  advantage.  

 

 Figure  3:  Comparing  Lifeproof  to  their  rival  companies  in  terms  of  Durability/Reliability  and  Price  

(Lam  &  George  2014).      

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Part  V:  Profile  sources  of  brand  equity  +  Recommendations    

I  do  believe  the  current  sources  of  brand  equity  are  satisfactory.  Consumers  believe  

in  this  company  because  of  how  much  they  push  to  be  “limitless”  and  to  be  able  to  

continue  on  with  your  usual  actives  and  adventures  without  worrying  about  your  

technology.  I  feel  there  is  always  room  for  improvement  in  strengthening  their  

brand  associations.  The  strongest  associations  include:  Design,  Trendiness,  Passion,  

and  Image.  Areas  that  need  to  be  strengthened  include:  Durability,  Dependability,  

Quality,  and  Reliability.  The  company  should  be  associated  with  all  of  these  key  

terms  because  they  are  important  in  creating  trust  and  likeability  of  the  brand.  I  do  

not  think  the  brand  lacks  uniqueness.  This  company  has  done  what  only  a  few  have  

and  they  are  continuing  to  come  out  with  new  products  that  others  aren’t.  Their  

cases  for  iPads  and  their  selection  of  colors  are  just  a  few  things  that  make  this  

brand  unique.  The  way  they  market  and  promote  their  products  is  similar  to  that  of  

their  competitors  but  they  aim  at  inspiring  their  consumers  to  get  out  and  live  their  

life.  They  want  their  consumers  to  “Defy  Expectations”  and  “Live  A  Life  Without  

Limits”.  These  types  of  quotes  encourage  their  consumers  to  live  active  lifestyles  

and  enjoy  the  outdoors  without  worrying  about  their  technology.  There  are  many  

brand  opportunities  that  exist  for  LifeProof  because  of  the  increase  in  popularity  of  

iPhones  and  other  similar  devices.  Between  2010-­‐2014,  there  has  been  a  45.7  

million  increase  in  people  who  own  iPhones  (Statista  2015).  On  the  other  hand,  

there  are  also  challenges  that  exist  for  LifeProof’s  brand  equity.  Other  companies  

will  be  coming  out  with  cases  that  are  similar  to  theirs  because  there  is  a  higher  

demand  for  them-­‐meaning  much  more  competition  in  the  coming  years.  There  is  

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also  the  possibility  that  devices  will  be  waterproof  in  the  near  future,  which  would  

drastically  reduce  sales  for  LifeProof.  

 

I  have  a  few  recommendations  for  this  brand  to  help  boost  their  brand  awareness.  

LifeProof  should  look  into  is  doing  television  commercials.  Another  

recommendation  would  be  to  always  focus  on  making  the  product  better  without  

raising  the  price.  Those  who  loose  trust  in  your  brand  are  one  less  customer  you  will  

have  in  the  future.  People  also  tend  to  sacrifice  quality  to  prevent  price  increases  so  

this  would  make  the  consumer  happy.  Being  even  more  relatable  to  the  consumer  

would  help  the  company  as  well.  Show  photos  of  parents  with  their  children,  

walking  their  dog  at  the  park,  dropping  someone’s  phone  from  a  moving  car-­‐they  

should  show  real  life  scenarios  rather  than  focusing  on  the  adventurous  side  of  the  

cases.  This  will  increase  the  target  audience  of  the  brand.        

 

 

 

 

 

 

 

 

 

 

 

  14  

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Danielle.  "LifeProof:  Unbeatable  Protection  for  Your  IPhone  6."  Family  Centsability.  N.p.,  20  

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protection-­‐iphone-­‐6/>  

 

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iphone-­‐case/>.  

 

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LifeProof  ‘s  Official  Website.  LifeProof.  2015.  Web.  07  Dec.  2015.  

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Ritchie,  Rene.  "OtterBox  Buys  LifeProof,  Two  Great  Cases  That  Now  Case  Great  Together."  

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lifeproof-­‐two-­‐great-­‐cases-­‐now-­‐case-­‐great-­‐together>.  

 

"IPhone  Users  in  the  U.S.  2010-­‐2014."  Statista.  2015.  Web.  08  Dec.  2015.  

<http://www.statista.com/statistics/232790/forecast-­‐of-­‐apple-­‐users-­‐in-­‐the-­‐us/>.