THE VISUAL STRATEGY GUIDE Minh Do - Spring 2017
THE VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
01. 02.
THE PAST Brand Overview Hummer’s Timeline Current Competition Adjacent Competition
08 10 12 14
THE FUTURE Soul and Mission Who We Were Who We Are Personas Aspirational Comptetitors
18 20 22 24 32
01.
THE PAST Brand Overview Hummer’s Timeline Current Competition Adjacent Competition
08 10 12 14
THE VISUAL STRATEGY GUIDE
HISTORY
HUMMER
Hummer was the most strongest and powerful brand of SUVs & trucks. The original Hummer, Humvee was created to meet the United States Army’s highest standard vehicle in a high Mobility Multi-Purpose Wheel Vehicle (HMMWV). Hummer had three generations, Hummer H1, H2 and H3.
Hummer was a brand of trucks and SUVs, first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors (GM) purchased the brand name and marketed three vehicles: the original Hummer H1, based on the military Humvee, as well as the H2 and H3 models that were based on smaller, civilian-market GM platforms.
but later withdrew its bid. On February 24, 2010, Reuters reported that the Chinese ministry of commerce had prevented the deal, although a ministry spokesperson denied rejecting the application, which had been stalled for eight months. At the end of February, General Motors announced it would begin dismantling the Hummer brand.
By 2008, Hummer’s viability in the economic downturn was being questioned, and it was placed under review by GM management. Rather than being transferred to the Motors Liquidation Company as part of the GM bankruptcy in 2009, the brand was retained by GM, in order to investigate its sale.
Although the automaker announced two days later that it had been approached with new offers, by April 2010, any sale became unlikely, as inventory was depleted and Hummer dealerships began shutting down. After filling a rental-car fleet order, the last Hummer H3 rolled off the line at Shreveport on May 24, 2010.
In 2009, a Chinese manufacturer, Sichuan Tengzhong Heavy Industrial Machinery Company, announced that it would acquire Hummer, pending government approvals,
The original maker of Hummer, AM General, lost their bid to build the HMMWV’s replacement for the U.S. military in 2015.
01 - THE PAST
9
THE VISUAL STRATEGY GUIDE
HUMMER’S TIMELINE The began Hummer’s long history of the strongest and powerful SUV/Truck.
1979
1982
In 1979, the United States Army was seeking contractors for a new “High Mobility Multi-Purpose Wheeled Vehicle” which could follow the tracks and ruts of full size army trucks (HMMWV).
HUMMER
In 1982, Among the four competitors for the contract, AM General designed an entirely new vehicle to meet the Army’s requirements.
1985
1989
In 1985, AM General rolled the first Humvee off the assembly line of their new South Bend facility. The first HMMWV was a standard Military vehicle. In 1992, AM General began production of versions of Humvee, called the Hummer for civilian use. Known as “the world’s most serious 4x4,” the vehicle has found favor with commercial users who appriciate the value of Hummer’s long life and amazing performance, and individuals who seek the ultimate in toughness and mobility.
1992
In 1999, AM General and General Motors Corporation finalized an agreement to jointly purpsue product, marketing and distribution oppotunities for Hummer. GM acquired the exclusive ownership of the Hummer brand name worldwide and current Hummer was renamed the Hummer H1. In 2002, AM General began assembling the Hummer H2, a new “next generation” sport utility vehicle design by GM, at a new factiory in Mishawaka. GM now has responsibility for marketing and distributing all Hummers.
1999
01 - THE PAST
2002
2005
2006
In 2005, The Hummer H3, an even smaller (5,800 pounds), more fuel-efficent (16 to 20 miles per gallon) vehicle, was released. The following year, GM ended production of original Hummer, due to low sales.
2010
In 2009, A Chinese manufacturer announced that it would aqquire Hummer, pending goverment approvals, but later withdrew its bid.
2017
In 2017, The new Hummer is going back, and it will be great again!
In 2010, Reuters reported that the Chinese ministry of commerce had prevented the deal, although a ministry spokesperson denied rejecting the application, which had been stalled for eight months. At the end of February, General Motor announced it would begin dismantling the Hummer brand.
11
In 2008, Hummer’s viability in the economic downturn was being questiond, and it was placed under review by GM management. Rather than being transfered to Motor’s Liquidation Company as part of the GM bank-ruptcy in 2009, the brand was retained by GM, in order to investigate its sale.
2009
THE VISUAL STRATEGY GUIDE
CURRENT COMPETITORS
HUMMER
The competitors are the companies, which provide the same products and services. They can reduce the price of services and popularity. There are a lot of automotive brands in the market, but Hummer is remembered as a most strong and powerful SUVs/Truck car.
The Ford Motor Company is an American multinational automaker, which was founded by Henry Ford and incorporated on June 16, 1903.
Jeep is a brand of American automobiles that is a division of FCA US LLC, a wholly owned subsidiary of Fiat Chrysler Automobiles.
Honda Motor Co., Ltd. is a Japanese public multinational conglomerate corporation primarily known as a manufacturer of automobiles, aircraft, motorcycles, and power equipment.
Toyota Motor Corporation is a Japanese automotive manufacturer headquartered in Toyota, Aichi, Japan.
01 - THE PAST
Land Rover is owned by British multinational car manufacturer Jaguar Land Rover, which has been owned by India’s Tata Motors since 2008.
Audi was originally based in Germany and has its roots at Ingolstadt, Bavaria, Germany.
Cadillac, formally the Cadillac Motor Car Division, is a division of the U.S.-based General Motors (GM) that markets luxury vehicles worldwide.
Bayerische Motoren Werke AG, usually known under its abbreviation BMW. It is one of the best-selling luxury automakers in the world.
Mercedes-Benz is known for luxury vehicles, buses, coaches, and trucks. The headquarters is in Stuttgart, Baden-WĂźrttemberg.
Chevrolet is an American automobile division of the American manufacturer General Motors.
13
THE VISUAL STRATEGY GUIDE
ADJACENT COMPETITORS Adjacent Competitors are companies who offer a simmilar purpose and provide the same context as Hummer. People are approached by Hummer is the people who like interest challenge and enjoyment. The adjacent competitors are the companies, which provide the risk and discover.
Discovery Channel is an American basic cable and satellite television channel that is the flagship television property of Discovery Communications, a publicly traded company run by CEO David Zaslav.
HUMMER
Sprawling amusement park with a cinema theme, featuring rides, restaurants, shops & shows.
Nintendo Co., Ltd. is a Japanese multinational consumer electronics and software company headquartered in Kyoto, Japan. Nintendo is one of the world’s largest video game companies by market capitalization.
National Geographic is the official magazine of the National Geographic Society. It has been published in 1888.
01 - THE PAST
The loppet foundation began as a wintery Minneapolis ski race has grown to include year-round events and a foundation committed to promoting a healthy lifestyle as a model for urban youth.
Six Flags Discovery Kingdom is a 135-acre animal theme park located in Vallejo, California, roughly halfway between San Francisco and Sacramento on Interstate 80.
Windrock Park is a big park, which has 72,000 acres of off-road excitement located in Oliver Springs, TN. Their trails accommodate all types of vehicles from ATVs, SxS, dirt bikes, mountain bikes, Jeeps/4x4s, buggies and trucks.
Disneyland Park, originally Disneyland, is the first of two theme parks built at the Disneyland Resort in Anaheim, California, opened on July 17, 1955. It is the only theme park designed and built under the direct supervision of Walt Disney.
Fun Spot America Theme Parks is a group of amusement parks located in Orlando, Florida, and Kissimmee, Florida.
Arcade featuring 3-D games in theaters with roller coaster-style motion.
15
02.
THE FUTURE Soul and Mission Who We Were Who We Are Personas Aspirational Comptetitors
18 20 22 24 32
HUMMER
THE VISUAL STRATEGY GUIDE
02 - THE FUTURE
THE BRAND SOUL & MISSION STATEMENT
OUR SOUL Men and power. MISSION STATEMENT The new Hummer encourages men to get outside, get new experiences and get back power, strength and toughness.
19
HUMMER
THE VISUAL STRATEGY GUIDE
02 - THE FUTURE
WHO WE WERE BEFORE The original Hummer represents the feeling of strength and power through appearance.
21
HUMMER
THE VISUAL STRATEGY GUIDE
02 - THE FUTURE
WHO WE ARE AFTER The new Hummer represents the new emergy, new experiences to and gets back men’s power, toughness and strength.
23
THE VISUAL STRATEGY GUIDE
PERSONAS
HUMMER
Hummer is targeting to men who don’t go out and truly experience life. We encourage them to get outside, get new experiences and get back power, strength and toughness.
02 - THE FUTURE
25
THE VISUAL STRATEGY GUIDE
SAMUEL HAWKINS 35 years old Teacher San Francisco
HUMMER
Samuel is very successful in his job because she does everything with his passion. He is enthusiastic to volunteer and spending a lot of time in his school. Therefore, he doesn’t have enough time for him. • He usually goes home and sleeps after finishing her work in school. • Samuel takes care a lot of his students all the time, even when he has time at home. • He likes to read travel news because he wants to get back new inspiration and interesting information for his journeys before. • He wishes he can have more free time for himself and then he will go travel with his friends.
02 - THE FUTURE
JAMES DORNAN 28 years old Gamer Los Angeles James is a single man. He loves to play video games. He spends his time to battle with his competitors. He is lazy to go outside and communicate with people. • James is a member of Microsoft group game. He decides to be a gamer because he loves playing video games so much. • He is addicted to play games, so he is lazy to go outside. • Jame’s friends advise him to spend time for himself and should go outside and communicate with people more. • James wishes he can earn more money than now, and then he can spend his time to do other hobbies and see his friends and family. 27
THE VISUAL STRATEGY GUIDE
TOBY JACKSON 33 years old Unemployee San Diego
HUMMER
Toby have just quit his job because he feel tired with his old job. He lives with his wife. He loves watching tv, especially football. Sometimes, he goes to out and sees some football matches with his friends over the weekend. • Toby loves spending many hours in front of his TV watching the football matches. • He also likes going outside and watching football with his friends. • Toby’s wife encourages him to travel with his friends or go gym instead of spending too many times watching TV at home while he is free. • He used to be an adventurer 5 years ago, but now he thinks that he has no motivation to advantage something new.
02 - THE FUTURE
KELVIN LARSON 40 years old Businessman New York Kelvin has two children, a son and a daughter. He really cares about his children. So, he likes to make good attitudes and expands experiences for them. Moreover, he wishes to do new things and has his own time for enjoying his hobby
29
• Alex enjoy meeting with various people because he thinks he can get interesting information and it makes him feel more confidence. • He works hard to treat his family. He wishes he has free time, so he can spend time with his family to get more experiences with them. • Alex usually searches for interesting activities because he wants to teach his children to be active, healthy and gain more living skills. • He believes that life experiences could make his children stronger, so Kelvin hopes he can travel with his family everywhere they want.
THE VISUAL STRATEGY GUIDE
ALEX MANN 36 years old Graphic Designer Chicago
HUMMER
Alex is a senior graphic designer, and he usually updates new trend in his artwork. He wants to get his hands on the newest things. He will feel good when Alex does the same things and has lastest products. In addition, he is very happy when he can do new things and make it a success. • Alex likes to exchange information with other people because it will give the inpiration to him. • He loves watching an action movie, horror movie and thriller movie because he likes the challenge and trill. • Alex is forgetting to checks out travel trend on the internet and magazine that will lead him to his new trip because he has been busy for more than one year • He wishes one day, he can go travel with his friends without his job anxiety.
02 - THE FUTURE
DAVID CORDERO 36 years old Postman Colorado David and his wife have a new baby. David is so busy with his job and spending time with his family. So, he doesn’t have time for himself. • David is a thoughtful man. He likes to take care of his family with his wife. • Since he has a new baby, he has not got time for his own hobbies. • Because David is too busy, so sometimes he gets stressful with his life. He hopes he can have free time to take a break. • He wishes his baby could grow up soon, and he can take road trips with his family like the used to do.
31
THE VISUAL STRATEGY GUIDE
ASPIRATIONAL COMPETITORS
HUMMER
Aspirational competitors are the brands that would be seen in competiton after our rebranding was successful.
SMAC was found in 1992, an adventure center in downtown Asheville.
Retail chain carrying gear, apparel & footwear for a wide range of outdoor & fitness activities.
The North Face, Inc. is an American outdoor product company specializing in outerwear, fleece, coats, shirts, footwear, and equipment such as backpacks, tents, and sleeping bags.
The Association of Outdoor Recreation and Education (AORE) is the premier organization dedicated to serving the needs of recreation and education professionals in non-profit settings.
02 - THE FUTURE
Patagonia is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.
Poler Outdoor Stuff makes gear for people that are travelers, couch surfers, regular surfers, skateboarders, snowboarders, bicyclists, parents, kids, car camper.
Herschel Supply Co. is a Canadian manufacturer of hipster retro backpacks and accessories. The company was founded by Lyndon and Jamie Cormack in 2009 and is based in Vancouver, British Columbia.
The Flow House lifestyle venue, a destination for all board sport enthusiasts. At the heart of every Flow House is the FlowRider sheet wave attraction.
Tough Mudder is an endurance event series in which participants attempt 10–12 mile-long (16–19 km) military-style obstacle courses.
Marietta Adventure Co. provides free trip-planning assistance, and rentals to get you out there on the water or trails. MA is based in Marietta Ohio.
33
CITED Wikipedia.com Gm.com Lynchhummer.com Autoblog.com Pexel.com Pinterest.com Tumblr.com Seaadventurethailand.com
Copyright Š 2017 MINH DO This book is a non-commercial work produced as a student project for an edutional purpose. All content for The Visual Strategy Guide was collected, conceived, written and design by Minh Do. Design Consultation Hunter Wimmer, GR 604 Nature of Identity Academy of Art University