BRANDING IN OUTDOOR 12 MINUTES THAT MIGHT ROCK YOUR WORLD 1
My interest is in the future because I am going to spend the rest of my life there Charles F. Kettering 2
YOUR REACTION YOUR FUTURE Trends in color, design and garment styling Trends and influence of Social and Digital technology Impact of weak Euro, and European brands addressing USA market Trends in raw material prices Trends in Sourcing loca@ons Eco Trends energy and water conserva@on Footwear- - - much broader use of fabrics and color Technical tex@le trends High standards in marke@ng and brand management 3
YOUR REACTION YOUR FUTURE Trends in color, design and garment styling Trends and influence of Social and Digital technology Impact of weak Euro, and European brands addressing USA market Trends in raw material prices Trends in Sourcing loca@ons Eco Trends energy and water conserva@on Footwear- - - much broader use of fabrics and color Technical tex@le trends High standards in marke@ng and brand management Reac@on Reac@on Reac@on Reac@on Reac@on Reac@on Reac@on Reac@on Reac@on 4
PRODUCTS 5
CATALOGS GEORGSON & CO OUTDOOR IND PRESENTATION GLOBAL SALT LAKE CITY USA CLIENT PROJECT MARKET(S) PLACE AND DATE 6
Yes but we know what we stand for QUALITY PERFORMANCE DESIGN VALUE
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DESIGN INNOVATION PHYSICAL PRODUCTS SOFTWARE AND SERVICES MARCOM WEBSITE & CONCEPT STORES CREATIVITY OVER 90% OF THE IMPRESSION
Associations Attributes EASY TO USE DESIGN INTUITIVE INTERFACE DESIRABLE DRIVES ITS PRODUCT CATEGORIES INNOVATION FEATURES YOU ACTUALLY USE Apple, illustrative example INTEGRATION CREATIVE SOFTWARE CREATIVITY FUN RANGE OF PRODUCTS
EASY TO USE DESIGN DESIRABLE INTUITIVE INTERFACE Attributes Physical products TOUCH PONTS > 90% OF THE IMPRESSION MarCom Software and services Website & Stores DRIVES ITS PRODUCT CATEGORIES Easy to use This product is easy to use 9 7 This software is easy to use 8 8 This show that Apple values easy to use 6 7 This website is easy to use. This is a store where it is easy to shop 6 7 INNOVATION FEATURES YOU ACTUALLY USE Intuitive interface This product is easy to learn how to use 7 7 This software is easy to learn how to use 6 6 This show that Apple s products are easy to use 7 7 This is a website/store where it is easy to find the information you want 9 9 INTEGRATION Desirable This product is desirable 8 6 This service is desirable 6 6 In this communication Apples products is desirable 8 8 This site/store show Apple s products as desirable 8 5 CREATIVE SOFTWARE Drives its product categories This product shows Apple drives its product categories 7 6 This product shows Apple drives its product categories 8 9 This shows Apple drives its product categories 5 8 The website/store shows Apple drives its product categories 6 4 CREATIVITY FUN Features you actually use Etc. Etc. Etc. Etc. RANGE OF PRODUCTS Apple, illustrative example
A BRAND PLATFORM Associations Attributes DESIGN MINIMA- LIST WARM Amalcapa, illustrative example TOP CLASS SUSTAIN- ABILITY NICE
A BRAND PLATFORM Associations Attributes MINIMA- LIST DESIGN NATURAL- ISTIC WARM Amalcapa, illustrative example TOP CLASS SUSTAIN- ABILITY NICE HONEST
Amalcapa DESIGN NICE PHYSICAL PRODUCTS RETAIL SALES TRAINING MARCOM WEBSITE & CONCEPT STORES OVER 90% OF THE IMPRESSION
A BRAND PLATFORM Associations Attributes DESIGN MINIMA- LIST WARM NATURAL- ISTIC KEEPS YOU DRY WATER- PROOF BREATHES Amalcapa, illustrative example TOP CLASS SUSTAIN- ABILITY NICE HONEST INTEGRATION KEEPS YOU FRESH ANTIODOR LESS WASHING
YOUR REACTION YOUR FUTURE Amalcapa, illustrative example Trends in color, design and garment styling Associations Attributes Trends and influence of Social and Digital technology Impact of weak Euro, and European brands addressing USA market Trends in raw material prices DESIGN MINIMALIST NATURAL-ISTIC Trends in Sourcing loca@ons Eco Trends energy and water conserva@on WARM TOP CLASS SUSTAIN- ABILITY PHYSICAL PRODUCTS RETAIL SALES TRAINING MARCOM WEBSITE & CONCEPT STORES Footwear- - - much broader use of fabrics and color NICE HONEST OVER 90% OF THE IMPRESSION Technical tex@le trends High standards in marke@ng and brand management INTEGRATION CREATIVITY FUN 16
My interest is in the future because I am going to spend the rest of my life there Charles F. Kettering
THANK YOU! mats@georgson.org