Download - Brand Analysis T&C Surf Checkpoints
Brand Analysis T&C Surf Designs
By
Jamie Park
Mark Lalic
Com 459
Who Are You?Dateline 2032 T&C Surf Designs
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.
What Do You Do?
What business are you in? T&C surf designs is in the retail business. The company sells many products ranging from surf boards to back packs.
Decide what your purpose is?
Deliver high quality products to customers wanting to experience the local surf culture in Hawaii.
State your purpose in 12 words or less.
“We are here to share the experience and aloha of the Hawaiian lifestyle of surfing.”
What’s Your Vision?“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.”
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?
T&C Surf is the most recognized brand when it comes to local surf shops. Voted Hawaii’s Best for 2006 and 2007.
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 1or 2, anything else will not cutIt.
What makes you the “only”?(statement of onliness)
For Town and Country Surf Designs
What The ONLY The only surf shop
How that that is locally owned and operated
Who for for people interested in the surf culture
Where In in Hawaii
Why who who wants quality products with a taste of Hawaii
When in an era of in an era of new design
What Should You Add or Subtract?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.
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
Eliminate
Dog clothes
Dress and woven shirts
One waikiki store
Raise
Focus on T-Shirts
Better Marketing strategy
Awareness T&C surf lifestyle
Reduce
Store clutter
Slippers and some other accessories
Create
A more focused T&C brand
Stores in Hawaii Kai and Kapolei or Kailua
Online shopping
Example:Town and Country
HawaiianIsland
Creations
Strategy Canvas High
Low
Price
Location
CustomerService
Swim wear
T-ShirtsIn house brand
Surf BoardsIn house brand
Body Boards
Other ClothesIn house brand
AccessoriesIn house brand
Sales
Town & CountrySurf
Other itemsOut house brand
Who Loves You?T&C surf’s brand community are its customers. Focusing on superiorCustomer 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?
Questions to ask Good name requirements
Is your name helping or hurting the brand?
T&C Surf Designs
Choose a name that’s different, brief, and appropriate.
N/A
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.
Make sure it’s easy to spell and pronounce.
Yes it is.
If it’s too late to change it, is there a way to work around it?
Find out if the name can be used as a URL
Tcsurf.com
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.
Determine how easy or difficult it will be to legally defineKind of hard to define. Already had one legal dispute over Town and Country so it changed to T&C
How Do You Explain Yourself?
Trueline
Local shop that represents the Hawaiian surf culture.
Tagline
Live Like This
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 brandSurf contestsConcert sponsorsOther event sponsors8 store locationsSurfboard factorySurf 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 CountrySurf Designs
First TierThese customers arealways searchingfor something better.
Second TierAlso known as refusing noncustomesthey 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 TierFarthest away from anIndustries existing customers.Their needs are always assumedto belong to other markets.
Unlim
ited potential if needs are met
How Do People Engage With You?Best practice = Common practiceWhat 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 HawaiiBecause T&C is still the only locally owned surfshop
Map your value against your competitorsQuicksilver 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.