CROSLEY
BRAND BOOK
WE ARE TAKING CROSLEY RADIO TO A NEW LEVEL OF APPRECIATION, BEAUTY, & TIMELESSNESS.
A LITTLE BIT OF HISTORY
OUR BRAND BEGAN BACK IN 1920 BY A MAN NAMED POWELL CROSLEY
Crosley introduced the first low price radio for the masses, called the Harko, that sold for just $7 and much less than the $100 price tag on radios at that time.
Y RECEIVED POWEL CROSLE COMMERCIAL LICENSE FOR “THE NATION’S STATION WLW 1922. STATION” IN
IN 1931 Crosley adds refrigerators and other household appliances to his consumer products line.
In 1932 he introduces the “Shelvador” refrigerator that features shelving in the unit and on the door.
IN 1939 CROSLEY INTRODUCES THE FIRST COMPACT CAR IN THE US, WHICH WILL GO 60 MILES TO THE GALLON, TO RAVE REVIEWS IN THE POST, NEWSWEEK AND TIME. IT FEATURED THE "ROAMIO" A RADIO CAPABLE OF RECEIVING THIRTY STATIONS WITHOUT CHANGING SIGNAL STRENGTH.
WAS THE FIRST PORTABLE TV SET Y BRAND PIONEERED UNDER THE CROSLE T SELLING NAME, AND BECOMES THE BES 9. SET IN THE INDUSTRY IN 195
NE COMPLETE LI DEVELOPS A O DI RA Y OSLE IN 1989 CR ICS ED ELECTRON AGE-INSPIR NT VI C TI OF AUTHEN Y. WEL CROSLE HONORING PO
IN 1998 CROSLEY INTRODUCES A FULL SIZE JUKEBOX REPLICA COMPLETE WITH FULL FUNCTIONING BUBBLE TUBES, CD PLAYER AND AM/FM RADIO WITH DIGITAL TUNER MARRYING THE TECHNOLOGY OF TODAY WITH THE LOOK OF YESTERYEAR
KEEPING WITH THE GROWING TREND OF PRESERVING OLD MEMORIES, CROSLEY DEVELOPS ITS FIRST CD PLAYER/RECORDER WITH THE CAPABILITY OF RECORDING VINYL ALBUMS TO CD OR DIGITAL FILES IN 2005.
CROSLEY EXPANDS INTO THE HOME FURNISHING MARKET WITH A COMPLETE LINE OF ENTERTAINMENTFOCUSED FURNITURE IN 2009.
IN 2013 CROSLEY RADIO CONTINUES TO EXPAND ITS PRODUCT LINE CREATING VINTAGE-INSPIRED ELECTRONICS INCORPORATING THE LATEST TECHNOLOGIES SUCH AS IPOD DOCKS, BLUETOOTH AND MP3 CAPABILITIES.
THE BRAND
WE HAVE BEAUTIFUL PRODUCTS WITH A WONDERFUL STORY...
THE PROBLEM
MAJORITY OF RECORD PLAYERS ARE SOLD ONLINE...
DIFFICULT TO DIFFERENTIATE YOUR OPTIONS...
HARD TO FIND THE BEST FIT FOR YOU...
DON’T KNOW WHAT YOU ARE TRULY BUYING...
YOU MISS OUT ON THE EXPERIENCE, THE HISTORY, AND AUTHENTICITY
what are my options? how do i find what i’m looking for? i don’t know what to get where are the reviews? why can’t i buy this all in one place? i need someone to help me
THE COMPETITION
TIME
traditional
futuristic
TIME MOVEMENT
retro
avant-gard
SPACE
east
west
TECHNOLOGY
high-tech
handmade
AUTHENTICITY
original
imitiative
SOPHISTICATION
cheap
luxurious
SCALE
global
regional
CROSLEY IPOD SONY PYLE ION
COMPLEXITY
minimal
ornamental
REPRESENTATION
real
abstract
PERCEIVED MOVEMENT
dynamic
static
POWERFUL
loud/
soft/weak
SMITH GREW UP WITH A TURNTABLE IN HIS LIVING ROOM AND AN IMPRESSIVE RECORD COLLECTION.
HIS PARENTS HAD THEIR CLOSEST FRIENDS OVER FOR SCOTCH AND DANCING EVERY OTHER SATURDAY NIGHT.
OUR CUSTOMERS NEED TO BE REINSPIRED...
we are
THE ONLY RECORD COMPANY THAT IS DESIGN FOCUSED THAT CELEBRATES THE HISTORY, PRESERVATION AND FEELING ONE GETS WHEN LISTENING TO MUSIC.
THE VISION
The Story
The Look
“I just love records, I love how they feel in my hand. I love the liner notes on the back cover. I love the musty smell of a stack of LPs in somebody’s game room or garage as I search for a new treasure. I love putting a record on the turntable and placing the tone arm on the vinyl as I await anxiously to hear some new song that I have never heard before or perhaps an old song that I haven’t heard in years.”
VISUALIZING THE NEW POSITIONING:
Functional Crosley has some of the best looking record players I can buy. Their products are better quality and reasonably priced while still keeping the vintage feel.
Mental I feel hip and fashionable owning this. I have an experience when I take the vinyl out of its sleeve, place it on the record player and listen to the music.
Spiritual In a digital era, where everything moves so quickly, Crosley sells a product that helps us slow down
Social Buying a Crosley record player makes me look hip and also retro. It shows that I appreciate the history of music while celebrating its roots.
THE BRAND CODE THE THEME, THE BIG IDEA, THE IDEAL CROSLEY RADIO BRAND, THE UNIFYING STORY.
The Aficionado a person who is very knowledgeable and enthusiastic about an activity, subject, or pastime.
Product/Benefit Consumers of Crosley products should feel excited after making a purchase, they should feel satisfied in knowing they got what they wanted, anxious about going home and getting it all set up, and now that they got the best looking product on the market.
Positioning Crosley focuses on the history of its products and the beauty and art of music. No other product looks as fashionable and hip like Crosley products do while preserving its history. Crosley will have advertisements that focus on the product of today, they will have stores around the country that sells everything one would need when choosing a record player.
Style Products are simple and easy to use while embracing the look of the 60’s and 70’s. They are full of bright colors and patterns, functions, knobs, and switches. Each record holds the true roots of music and the memories one remembers from their past or creates at that moment. Crosley brings groups of people together in a positive way.
Mission Remembering history, the roots of music, and old memories from yesterday and creating new experiences for today and tomorrow. Taking old products that Powell Crosley invented and making them for the consumers of the future.
Vision Encourage people who grew up with record players, old phones, and juke boxes to come back and make that purchase again. To slow down from everyday life, cellphones, computers, and to come home and appreciate the beauty of the product and the possibilities it can bring. To focus on the beauty of each record player and use simplistic details when rebranding Crosley.
Values Crosley is reliable, dynamic, sophisticated, efficient. They focus on the what the consumer wants, their feelings, and what they believe the consumers experience should be.
THIS IS WHAT THE NEW
Crosley LOOKS LIKE
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radios & turntables etc.
SIGNATURE WITH TAGS
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TYPE TREATMENT
LOGO
SUBHEADS/ DESCRIPTIONS
BODY TEXT
CAPTIONS
Satisfy ORATOR HAGIN CAPS Univers
RADIOS, TURNTABLES, ETC.
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Crosley | Radios, Turntables, Etc. | Yesterday Today Tomorrow CROSLEY | RADIOS, TURNTABLES, ETC. | YESTERDAY TODAY TOMORROW CROSLEY | RADIOS, TURNTABLES, ETC. | YESTERDAY TODAY TOMORROW Crosley | Radios, Turntables, Etc. | Yesterday Today Tomorrow
THE TURNTABLE IS BACK. Not that it ever went away.
d o o g o s d e k o lo r e v e n e g Vinta MUSIC MAKES THE WORLD GO ROUND...
SPIN IT.
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CROSLEY@C CONTACT US AT:
COM ROSLEYRADIO.
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415-323-7794
RD, SAN 670 ST MARIE
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CROSLEYRADIO
T:415-323-7794 F:415-323-0001
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JAKE ROBERTSON
T:415-323-7794 ALEX.MILBOURN@CROSLEY.COM
A GIFT FOR YOU!
FROM: _______________________ $: _______________________
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SPECIALS HISTORY
CONTACT
LOCATIONS
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vintage never looked so good
WHERE OLD SCHOOL MEETS COOL...
PRO DUC TS
TURNTABLES
RADIOS
TELEPHONES
HEADPHONES
RECORDS
ACCESSORIES
1931 Crosley adds refrigerators and other household appliances to his consumer products line. In 1932 (or 1933) he introduces the “Shelvador” refrigerator that features shelving in the unit and on the door, which becomes an instant success.
LOC ATI ONS
CHICAGO
SHA RE
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CROSLEY@CROSLEY CONTACT US AT:
RADIO.COM
415-323-7794
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ISCO, RD, SAN FRANS 670 ST MARIE
CA
Store Concept
Retail Concept
Window Concept
Apparel Concept
OUR COMPANY WILL BE PRESENT ALL OVER THE COUNTRY AND CAN BE EASILY ACCESSED ONLINE. CROSLEY WILL HAVE POP UP EVENTS COMING VERY SOON TO YOUR NEAREST PARK OR LARGE OUTDOOR SPACE. AT THESE POP UP EVENTS, LOOK FOR THE SILVER AIRSTREAM BULLET THAT IS PLAYING LOUD MUSIC CHOSEN BY THE CROWDS. A DJ WILL BE TAKING REQUESTS ALL DAY OF YOUR FAVORITE SONGS ON RECORD. CHAIRS WILL BE PROVIDED ALONG WITH TABLES, BEVERAGES, AND FOOD. PICNICS, LARGE GROUPS OF PEOPLE, AND SOCIALIZING ARE HIGHLY RECOMMENDED.