Billabong DISTINCTIVE WITH PASSION SINCE 1973
Hola To fit in with the scope of my studies communication management I chose to make a brand book about the brand Billabong. This paper consists of a brand review and a brandbook of which you have a copy in your hands now. I would like to to take this opportunity to thank Midas Debruyne who gave me some tips to shape my brand book. This brand book illustrates Billabong from my personal perspective. It wants to take you along for a road trip into the new brand concept of Billabong. Have a nice journey! Laura Robbe
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CONTENT
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OUR ARTISTS
INSIGHT
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BRAND CONCEPT
OUR AUDIENCE
CHALLENGE
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BRAND PLATFORM
OUR PRODUCTS
OBJECTIVES
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LOGO ANALYSIS
BRAND PROMISE
STRATEGY
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OUR TEAM
POSITIONING
BRAND HERITAGE
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Gold Coast - 1973 Surf runs through Gorden Merchants veins. His love for the ocean left him wanting more. Together with his partner Rena he started producing and selling boardshorts. The shorts became valued among local surfers due to their quality and durability. Billbong was born.
“ We make surfers� 7
OUR BRANDCONCEPT Since our roots is everything to us we decided to work together with local artists. Australian photographers, painters, graphic designers, musicians,.. Those artists share our passion for our board sports. Their designs breathe our values, our beliefs, everything we stand for. Every single piece is designed with free spirited passion. We have our “home artists” but every new collection we invite a couple of other artists to create new designs for the clothes, boards, wetsuits. We only have one rule, don’t follow the fashion rules, don’t go mainstream. That’s not why we’re here. We want our audience to live a life that isn’t like any other. A life where they seek adventure , a life where they aren’t afraid to follow their dreams. A life where they are free. Whether they are a surfer, skater, snowboarder or just someone who doesn’t want to live a casual life. On top of that we want to give our core the opportunity to adapt their equipment to their personal needs. This because we wan to enable them to do more of what they love. They deserve this because they are the reason we’re here.
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BRAND PLATFORM
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Our vision
Our vision is to be the most authentic, inspiring, artistic and passionate brand that unites the world of surf, snow and skate
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Our mission
We’re always been in it for the love of it, the passion for the sports, the people, the culture. Every ride, every trip, every adventure is amazing and we want to share this passion with everyone through lifestyle apparel and board equipment. But we’re doing it on or own way, following our own path.
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Our values
ARTISTIC Our creativity is limiteless
AUTHENTIC We are here since 1973, we breath surf, we are surf
We love adventure. Adrenaline is what keeps us going.
We follow our dreams. We put everything we have in our brand and we love every single bit of it
ADVENTURE
PASSION
We’re not like any other brand, we strive to be different with our creativity. We stand out
DISTINCTIVE
Personality
Billabong is young, free, open- minded, different and totally unrestrained 15
LOGO ANALYSIS Both the logo and the name of the brand were chosen by its founding father Gordon Merchant. The logo is a representation of two waves rolling in the same direction. Merchant made this choice because the image represents the very soul of the brand: surfing. Billabong is a noun that derives from an Australian Aboriginal term meaning:� Body of water� So it describes where the roots of Billabong lies, into the water
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APPROPRIATE The icon and name of the brand form a perfect duo. The icon in the logo representing the two waves, makes a perfect match with the brand just as the name which refers to its Australian origin
UNIQUE No other brand within this business uses this kind of logo. Our logo is one of a kind
RECOGNIZABLE Even without mentioning the brand name customers recognize the brand only by seeing the icon. This goes both ways. This is due to the fact that our logo hasn’t changed once over the years
ADAPTABLE The logo can easily be adapted without having to change its structure. It is safe to say that our logo is timeless.
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OUR TEAM Our athletes embody the spirit of our brand. They are the reason why we’re here. Our team is passionate, free and full of life. They are living in their own world chasing their own dreams. We try to support them in every way possible by working hard every day to be able to give them the quality equipment they need.
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OUR ARTISTS Our team of artists share our passion for our sports and our way of life. They are able to express what we can’t put into words. Every single one of them creates with devotion and passion. They all have their own style which makes every collection and every piece unique.
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OUR AUDIENCE Our audience is 18-25 years old and is a mix from core and casual, boys and girls. They break the rules while following their dreams. Their body aches for movement and adventure. They have an open – mind, they are different from the rest and are determined to change the world.
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OUR PRODUCTS Wetsuits / boards / snow equipment / boardshorts / bikini’s / lifestyle apperal Our products come from a pursuit of quality, passion and diversification. Every product is a piece of art thanks to our artists. They give our audience the opportunity to be whoever they want to be whether they are on their board or not.
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BRANDPROMISE
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Essence Distinctive with passion
Discriminator Free spirited designs from local artists
Reasons to believe Billabong was there since day one, its founding father, Gordon Merchant was a surfer himself. Billabong works together with artists who are part of those subcultures, artists who have an unbelievable passion for board sports and the life they live. Artists who don’t believe in following the rules and are inspired by the values and beliefs of their subculture and the life they live.
Emotional benefit Periferie: I feel like by wearing those clothes I can show the rest of the world what I believe in. I can associate myself with the surf subculture and differentiate myself from the rest. I feel like I can live a life just like those boarders full with passion and devotion.
Rational benefit
Periferie: I wear clothes that fits my lifestyle, I can be myself in a world where everyone is the same Core: I can practice my sport in style with quality equipment
Attributes Periferie : lifestyle apperal Core: quality equipment to practise my boardsports + lifestyle apperal 27
POSITIONING “It’s passion and creativity that differentiates us from the rest”
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CREATIVITY - NOT FOLLOWING TRENDS
FOLLOWING TRENDS
PERFORMANCE
LEISURE 29
INSIGHT “I need a clothing brand that isn’t like any other brand. I need a brand that breaks the rules. I need a brand that challenges me in every way possible. I need a brand that is able to express my values and my view about life to the rest of the world. I need a brand that makes me follow my dreams. “
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CHALLENGE Billabong has to be seen as THE authentic surf brand that differentiates itself with its unique creative identity. The brand that says no to mainstream, no to the rules. The brand that enables young people to go on adventures and to follow their dreams with or without a board.
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OBJECTIVES
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The engagement on social media has to rise with 20% towards the end of 2017
The sale has to rise with 20% towards the end of 2017
Towards the end of 2017 , 40% of our audience has to see Billabong as the unique distinctive board brand that enables them to chase their dreams with our without their board.
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STRATEGY
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WHO
Billabong
SAYS WHAT
Live while you’re young. Be different, be creative, don’t disappear in the mass. Grab your board, take your friends and go on an adventure. Everything you do, whether you’re on your board or not, do it with passion.
TO WHOM
Young people between 18-25 years, man and women, core and casual.
THROUGH WHICH CHANNEL Social media: Our audience is young and thus very active on social media. Facebook, Youtube, Instagram, Snapchat, Pinterest, Tumblr. Through those channels we tell a story that inspires and connects our audience. Create engagement! Website and blog Events/sponsorhip : organise and sponsor surf/skate and snow championships/competitions. Show our core that we care about them and that we want to help them chasing their dream. Flagship store: Our stores have to be an experience for our customers. When a customer walks in the store they need to be in a whole different world, a world where nature is our playfield. A world where there are no boundaries. They have to feel our passion for our board sports. They have to feel our creativity. If a customer leaves our store they need to have the urge to go on an adventure with or without their board. Magazine: Their own skate/surf/snow magazine. A magazine where boarders all over the world talk about their experience, dreams, goals. A magazine where we talk about road trips, about adventures, about what we think is important in life.
TO WHAT EFFECT
To position Billabong as a lifestyle brand that is different from the others. A brand that want’s to share its passion for board sports and their subculture, a brand that encourages people to be themselves and to do what they love with passion.
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BE FEARLESS IN THE PURSUIT OF WHAT SETS YOUR SOUL ON FIRE BILLABONG
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