Brand Strategy Book
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Table of Contents 07
History
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Timeline
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Competitors
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The New Scout: Mission statement Repositioning statement
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Audience
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Brand Grids
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Mood Boards
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“Use this as your guide as your travel from the old Scout to the new Scout.�
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“The Scout set the stage for future fourwheel drive recreational vehicles of the 70’s, subheader 80’s, and 90’s.” HEADER Body copy
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History
International Harvester Scout The International Harvest Scout was produced by the agricultural company,
International Harvester back in 1961. It was introduced as a commercial utility
pickup and later set the stage for future four wheel drive vehicles. The Scout was known for being the precursor to the modern day SUV.
The International Harvest Scoutâ&#x20AC;&#x2122;s were sold between the years of 1961 and 1980. They were created to compete with the Jeep and branded as an off-road vehicle. Over the years, many variations were created to fit the needs of different
customers. The trucks stopped being produced due to several reasons, the United Auto Workers 1979-80 strike, and not being able to compete with auto manufactures such as General Motors, Ford, and Fiat Chrysler.
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Timeline
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1902 International Harvester Company was founded by J.P. Morgan after merging with McCormick Harvesting Machine Company, Deering Harvester Company, and three small agricultural equipment firms (Milwaukee Harvesting Machine Co., Plano Manufacturing Co., and Warder, Bushnell, and Glessner).
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1960 The original International Harvest Scout 80 is produced.
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1966 Scout 800 is produced. Upgrades such as electrical wipers and new engines are placed on the Scout.
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1968 Introduction of the 800A. Improvements included more creature-comfort options, a slightly different front-end treatment, drivetrain upgrades, and the options of a 196 four-cylinder, 232 six-cylinder, 266 V8, or 304 V8.
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1985
International Harvester sold the majority of the agricultural division to Tenneco, Inc which merged with J.I Case under the Case IH brand
1976-1980
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- Scout II Terra The light pickup truck version is released.
- Scout II Traveler: This version had a removable fiberglass hardtop, and optional third row of seats.
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1977- 1979
1986
Tenneco becomes part of the Navistar
International Corporation which takes over building the trucks.
Super Scout II is released. This model had
removable fabric doors, a rollbar, and soft top. The soft-top model was tagged the "SSII" by IH
marketing. Eventually, the "SS" letters were assumed to stand for "Super Scout."
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1980 The last Scout II rolls off the assembly line.
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Competitors The following are examples and definitions of companies that compete with our brand Scout. Direct competitors are companies that compete in the same market. These are brands that offer similar products. Ancillary Competitors offer similar products a customer could buy or use instead. These include, but not limited to: four wheelers, snow mobiles, motorcycles, or rental car companies.
Future Competitors are companies that could compete with International Harvester Scout in the future and are possible brand extensions.
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Direct Competitors
Minivan
Pickup Truck
SUV
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Ancillary Competitors
Four Wheelers
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Snow Mobiles
Motorcycles
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Future Competitors
GPS
Mountain Bikes
source: thebalancesmb.com/auto-industry-mission-statements-4068550
Brands for outdoor gear
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subheader
HEADER Body copy
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SUBHEADER
HEADER
The New Scout
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The New Scout New Brand Mission Statement Paving a pathway for the future by using innovative design and technologies while keeping the needs of customer the number one priority. The Scout is versatile and innovative and creates the ultimate adventure experience. Repositioning Statement: Scout believed in giving its customers a dependable vehicle that customers could
use anywhere; the different varieties of trucks fit everyone’s lifestyle. Now Scout is re-branding and giving it’s customers the ultimate adventure experience. They want their customers to embrace and live in the moment by offering new
products such a GPS’s, outdoor camping equipment, mountain bikes, and
outdoor clothing. By taking care of the details, Scout’s customers can sit back and enjoy the adventure. Brand Soul For The Adventure. Key Words: - Motion
- Extreme
- Adventure
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Audience Profile #1
College Student
“I want to see places and explore the world before I settle down with a full-time job and dive into a relationship.” Jacob Age: 21
Marital Status: Single Income: 20k Children: 0
Job: Student
Location: Chicago, IL Jacob is taking a semester off from college to travel. He has some experience with camping and navigating his way around. He wants to “rough it" the majority of the way which means spending a lot of time outdoors and relying on what he has on his back. Jacob plans on hiking over 30 miles a day to get to new campgrounds.
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Audience Profile #2
Avid Fishermen
â&#x20AC;&#x153;If I'm not working, you can find me out on the lake fishing.â&#x20AC;? Dan Ages: 27 Martial Status: Single Income: 40k Job: Chef Children: 1 Location: Rhinelander, WI If Dan is not working, he is out on the lake on his fishing boat trying to catch Muskies. He has one son that he takes fishing with him when he can. He dreams of one day going deep sea fishing and traveling to the coast to catch bigger fish such as Marlins.
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Audience Profile #3
The Ex-Girlscout
â&#x20AC;&#x153;I want to teach my children about nature, learning to have fun while exercising and maintaining a healthy lifestyle. Rachel Age: 31
Marital Status: Married Job: Teacher
Income: 100k combined Children: 2
Location: Minneapolis, MN Rachel used to be in the Girl Scouts when she was younger and loved it. Now that she is older she still loves to get out into the wildness and camp and
hike. As a mom, she volunteers as her daughters girl scout troop leader and is teaching girls how to survive in the wilderness and learn new survival skills.
When she isn't teaching or volunteering, Rachel likes to run and completes a couple of 5k runs a year to help raise money for charity.
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Audience Profile #4
New Adventurer
â&#x20AC;&#x153;I'm finally getting a chance to do things I have always wanted to do.â&#x20AC;? Tony Ages: 35 Martial Status: Divorced Income: 55k Job: Chef Children: 1 son, Ben Location: Greenville, MS Tony is recently divorced and now wants to start spending more time outdoors. He has always wanted to try hiking in the mountains, camping and fishing in Alaska, and whitewater rafting. He has some experience from camping with his buddies back in his college days, but wants to take it to the next level and really experience what is out there.
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Audience profile #5
Thrill Seeker
â&#x20AC;&#x153;I'm always looking for new and exciting adventures. I'm lucky my wife is up for the same adventures as me.â&#x20AC;? Aaron Age: 35
Marital Status: Married Job: IT Tech
Income: 160k combined Children: 2
Location: Seattle, Washington Aaron and his wife travel around a lot exploring new places. Since they both work from home on their computers they have the freedom to travel and
work at the same time. They have hiked several mountains and have camped over cliffs. Their next adventure is sky diving in Fox Glacier, New Zealand.
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Audience Profile #6
Bicyclist
â&#x20AC;&#x153;Biking is a way of life, it helps me disconnect from technology and be free.â&#x20AC;? Liz Ages: 35 Martial Status: Married Income: 155k combined Job: Veterinarian Children: 0 Location: Madison, WI Liz loves to compete in triathlons; she just completed a 100 mile race this year. She is looking for a new bike to help her compete in her next race. When she is not competing in races, her and her husband like to hike at state parks with their three dogs.
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Dependable // Strong // Classic
Old Brand Body copy
International Harvester SCOUT Scout
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Extreme // Adventurous // Motion // Edgy
New Brand Body copy
Scout Scout
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Extreme #1
Mood Board Body copy
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Body copy
1. Distressed typeface 2. Enlarged image placed on top of another image. 3. Layered bright colored text 4. Bright contrasting color palette. 5. Messy handwritten typeface with bright pop of color . 6. Squiggly lines with odd image 7. Part of image torn/ripped off 8. Extreme cut off of letters and showing only parts of
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the letter. 9. Using the same color on top of the same colored background. 10. Torn images put together, one half is black and white, the other half is bright colors. 11. Different textures combined together to create one image.
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Mood Board #2
Motion Body copy
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1. Water droplet effect/ feel. 2. Blurry text with mix of colors. 3. Bright colors with bright accents. 4. Stacked words 5. Hand drawn markings over and around the image. 6. Glitch effect. 7. Blurred text going in different directions but on clear pathways.
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8. Cut words/ image stacked. 9. Shapes coming off an image.
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Mood Board #3
Adventure Body copy
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Body copy
1. Photo of adventure equipment and person facing away from the camera or face is covered up. 2. Script typeface with mixed typeface 3. Blurred image with white icons. 4. Low angle shot 5. Simple line icons and markings 6. Fun curvy connected typeface. 7. Image with shape and text incorporated. 8. Text built around the image 9. Letters and shapes created by lines creating texture. 10. Simple color palette, center aligned.
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subheader
HEADER Body copy
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