GoPro Brand Strategy Highlight

Brand Strategy 1/25

© Nish Gupta // PD7 // SU18 Product Design 7
Summer 2018
James Chu

GoPro Brand Strategy

You are a HERO 2/25

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

What is GoPro 3/25

A camera company that GoPro Brand Strategy
frees people to celebrate
the memories

For amateur photographers wanting to capture photos like a professional
without hurting their pockets on quality professional equipment, GoPro
was a godsend. From cameras and drones to apps and accessories,
everything GoPro does is geared to help you capture life as you live it,
share the experience and pass on the stoke.

© Nish Gupta // PD7 // SU18

Brand Story 4/25

Woodman is a surfer GoPro Brand Strategy

GoPro was founded in 2002 by Nick Woodman—a surfer, skier and
motorsports enthusiast in search of a better way to film himself and his
friends surfing. What started with a 35mm camera and a wrist strap made
from old wetsuits and plastic scraps has grown into an international
company that has sold over 26 million GoPro cameras in more than 100
countries.

© Nish Gupta // PD7 // SU18

Skipping Bankruptcy

5/25

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

Bailing the Blue Waters Cheaper alternatives 6/25
$399
Blue ocean to red

GoPro was the first company to market with a compact “action” camera. It
was the first camera to be waterproof, have multiple mounting solutions,
durability promise, lightweight and portable.
After the first camera launch in 2002 we haven’t seen much innovation
from GoPro. GoPro has failed to introduce a new blue ocean or produce
any market innovation to jump over the S-Curve. In this digital world,
everything around us is mass manufactured and run by technology. This
will evoke appreciation for

Jumping the S-Curve: Nunes, Paul, and Tim Breene. Jumping the S Curve: How Great Companies
Get on Top and Stay There. Harvard Business, 2011.

© Nish Gupta // PD7 // SU18 $55

GoPro Brand Strategy

Business Drivers 7/25

Action camera market size:
$2.5 Billion
Wearable cameras market:
$2.2 Billion

Photoindustrie-Verband, and GfK. “Sales Value of Action Cameras Worldwide from 2011 to 2016 (in Billion Euros).” Statista - The
Statistics Portal, Statista, www.statista.com/statistics/688639/worldwide-unit-sales-action-cams/, Accessed 11 Aug 2018

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

Macro Trends

Social Technology Environmental Economic

Need for physical interaction IOT (Internet of Things) Sustainable Development Renting vs Buying 8/25
In this digital world, everything The ability to transfer data over Big corporates are integrating Organizations are trying to
around us is mass manufactured a network without requiring it in planning and measurement introduce rental plans for their
and run by technology. This will human-to-human or human-to- systems of business enterprises. customers. This service is making
evoke appreciation for computer interaction. It has been described in terms of sure that they have a constant
in-person interactions in future. three spheres, the environment, flow of revenue year round.
the economy and society.
Ocean garbage patches
Where is all our trash going? Most
of it is in the ocean. The great
pacific garbage patch is about
twice the size of Texas.

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

Analysis 9/25

Strengths GoPro Brand Strategy

First movers advantage
Brand name – Strong following
Quality product
Event and athlete sponsorship
Accessories and mounting solutions
Mobile support and applications

Weakness

High price point
Too focused on sports
Niche audience
No storefronts

© Nish Gupta // PD7 // SU18

Disconnected World 6.8 Million people lack
in-person interaction
40 Million teenagers in
united States

10/25

Pew Research Center. “Leading Reasons Why Teenagers in The United States Feel That Social Media Has a Mostly Negative Effect
on People Their Own Age as of April 2018.” Statista - The Statistics Portal, Statista, www.statista.com/statistics/207489/teenagers-
personal-experiences-on-social-media-websites/, Accessed 11 Aug 2018

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

Stress Management 11/25

3-4 Million teens use a GoPro Brand Strategy
computing device

APA. “Stress Management Techniques Reported by U.S. Teens in 2013.” Statista
- The Statistics Portal, Statista, www.statista.com/statistics/315669/teenage-
stress-management-methods-in-the-us/, Accessed 11 Aug 2018

© Nish Gupta // PD7 // SU18

Framing Question 12/25

How can GoPro inspire
people to celebrate

an active lifestyle and bring
communities together?

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Manifesto

GoDiscover 13/25
GoLearn
GoPlay
GoPro

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Value Proposition 14/25

Capturing and sharing GoPro Brand Strategy
memories is a primal
imperative. GoPro uses
this philosophy to inspire
individuals and bring
communities together.

Goals and Opportunities:
GoPro aims to inspire our community.
Help people to have seamless person to person interaction.
Provide people an easy way to learn new skills and discover their own.
Help people record and share their stories to inspire others.

© Nish Gupta // PD7 // SU18

Brand experience
attributes

Inspire – Tribe

Capture – Life Primal – Bond 15/25

Share – Vicariously Transcend – Stories

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You are a HERO 16/25

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

You are a HERO 17/25

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

GoPro Vision 18/25

Capture every moment GoPro Brand Strategy

GoPro Vision is a POV camera built into a sunglass. The face of the
glass can be personalized to every user.

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Persona 19/25

Meet Mia GoPro Brand Strategy

Mia is a 29-year-old startup entrepreneur - She is
married and has a lovely 6-year-old son named Ben.

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Mia is usually very busy with startup work in the 20/25
weekdays - She works for about 10-12 hours a day
and travels for at least 15 days in a month. GoPro Brand Strategy

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Ben really misses his mom and want her to be with 21/25
him every time.
GoPro Brand Strategy
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But Mia tries to spend quality time with her family 22/25
on the weekends - They go out to parks, farmers
markets, beach around the city - LA is a massive city, GoPro Brand Strategy
it is almost very tough to pick a perfect location for
the weekends, especially when Mia only gets a day to
do so.

© Nish Gupta // PD7 // SU18

This one-day Mia was coming back home from work. 23/25
She catches this new campaign - a new series of
inspiring advertisements around the city - She GoPro Brand Strategy
notices that they were by GoPro - Mia has seen GoPro
cameras around but never cared to use one.

© Nish Gupta // PD7 // SU18

Next week- Mia has to suddenly travel to SF for 24/25
business - Ben really want to go to SF with her mom
to see the golden gate bridge - but this was not GoPro Brand Strategy
possible - she wanted to focus on her startup work.

© Nish Gupta // PD7 // SU18

When Mia was at the LAX airport - she notices the 25/25
GoPro advertisement again (Hero Mom with kids) -
Mia remembers Ben - she visits the airport GoPro GoPro Brand Strategy
store to see the latest products - she is wondering
why a pair of sunglasses is in a camera store

© Nish Gupta // PD7 // SU18

The employee describes the product to be more than 26/25
just sunglasses - it can record your POV and you can
share it with your family and friends instantly. GoPro Brand Strategy

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GoPro Hero Badge

Always stay connected

RFID + GPS sticker. The Badge helps people to form communities by
connecting to a smart phone to create hotspots, chat groups and meet up
locations.

27/25

Extreme Sports Recreational Nature Explorer Family/Friends Urban Nomads
Sports
© Nish Gupta // PD7 // SU18
GoPro Brand Strategy

GoPro Digital Platform 28/25

Stay in touch GoPro Brand Strategy

GoPro application help connect people to people, or Heroes to other
Hero. Sync all your GoPro devices. Form communities, share POV
videos and memories, make friends, earn points and represent your
inner Hero

© Nish Gupta // PD7 // SU18

Last Thoughts 29/25

In this digital age we are loosing
the very crucial person to person

interaction. We are deeply
engrossed in our digital screen.

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

Last Thoughts 30/25

GoPro aims to inspire
individuals to go out to discover,
to learn, to play and to inspire

others to do the same.

© Nish Gupta // PD7 // SU18 GoPro Brand Strategy

Executive Summary

Thankyou

31/25

© Nish Gupta // PD7 // SU18 Product Design 7
Summer 2018
James Chu

GoPro Brand Strategy