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.