garmin assessment presentation
DESCRIPTION
My assessment of the company as it stands now and my proposal for the (hypothetical) rebranding.TRANSCRIPT
founded in 1989 by Gary Burnell and Min Kao
garmin is a product and software company
with a focus on professional grade GPS systems
and around 9,000 employees globally
based out of Lenexa, Kansas
current brand
mission statement “to be an enduring company by creating superior products for automotive, aviation, marine, outdoor, and sports that are an essential part of our customers’ lives.”
vision “we will be the global leader in every market we serve, and our products will be sought after for their compelling design, superior quality, and best value.”
they have many different product catering to many different markets determined on entering into every market
catchphrase “you’ll be lost without it”
attributes “the foundation of our culture is honesty, integrity, and respect for associates, customers, and business partners. each associate is fully committed to serving customers and fellow associates through outstanding performance and accomplishing what we say we will do.
the culture of the company forms the base layer of the company.
catchphrase “you’ll be lost without it”
attributes honesty free of deceit and untruthfulness; sincere.
catchphrase “you’ll be lost without it”
attributes integrity 1. the quality of being honest and having strong moral principles; moral uprightness. 2. the state of being whole and undivided.
catchphrase “you’ll be lost without it”
attributes respect a feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements.
brand essence active
off the beaten path adventures / leave the comfort of home behind. aggressive exploration.
brand elements
logo
Open Sans Bold, Open Sans Regular Helvetica Neue Regular Helvetica Neue Lite
type
catchphrase “you’ll be lost without it
The logo contains a “pointer,” which symbolizes a sense of direction and the search for adventure their consumers strive for The typeface is bold and sturdy, which speaks to the reliability of the company’s products
website
shopping, product info, support forums.
mini sites
minisites for products
on the road
Nuvi line = road navigation rearview cameras dash cams
on the go
viago = mobile gps app HUD+ = gps projection action cam = go pro !
on the field
Approach S6 = golf GPS multiple running and health watches Edge 1000 = biking gps numerous health watches… !
on the water
? ? ?
newest market expansion
in the air
G3X Touch = tactical watch GTN Touchscreen = helicopters GPSMAP® 64st = hiking / camping gps !
target audience
jay
25 years old male
works as a bartender and as an uber driver in his spare time
prefers wearing a helmet over a hat
loves taking chances
spends a lot of time where there is no cell phone service
!
sarah34 years old female
business minded mother
active participant in her children’s lives
wakes up at 5am every morning to run
frequently participates in marathons
!
ernie62 years old male
retired
spends every saturday on the lake… and every sunday on the course
believes in having a fair advantage
!
!
competition
competitors
!
competitor products
!
problems
not future facing
vs
too spread out
too many products there is no focus harder to keep products / ui updated not unique
proposed updated
mission statement “to create customer focused products for automotive, aviation, marine, outdoor, and sports products that are cutting edge, refined, and irreplaceable.”
vision “we will be the global leader in every market we serve, and our products will be sought after for their compelling design, superior quality, and focused usability.”
vision : add in focused usability to combat the diluted nature of their products.
catchphrase “explore”
attributes exploration, adventure, durability, integrity
catchphrase “explore”
attributes exploration 1. the action of traveling in or through an unfamiliar area in order to learn about it. 2. thorough analysis of a subject or theme.
catchphrase “explore”
attributes adventure engage in hazardous and exciting activity, especially the exploration of unknown territory.
catchphrase “explore”
attributes durable able to withstand wear, pressure, or damage; hard-wearing.
catchphrase “explore”
attributes integrity 1. the quality of being honest and having strong moral principles; moral uprightness. 2. the state of being whole and undivided.
catchphrase “explore”
attributes innovative featuring new methods; advanced and original.
target audience
sarah erniejay
Jay, 25 year old bartender Sarah, 34 year old active mom Ernie, 62 year old retired golfer
brand essence exploration
exploration that takes you out of your comfort zone, but also focuses on the deep breath at the top.
inspiration
waze_ allows you to report hazards, police traps, accidents, etc sygic_ offline gps
competitors
add in Apple, Google / Android
competitor products
more collaboration wider wearable audience
competitor products
more collaboration wider wearable audience
objective align the garmin brand with the mission statement, vision, and keywords while also giving the brand more focus and making them more aligned with industry standards and beyond.
explore. more.