BRAND PLAN
FORUM
BRAND PLAN
Mantra
PROFESSIONAL SNOWBOARDING.
THE PROGRAM*
FORUM
BRAND PLAN
THE PROGRAM*
The
board of directors. Peter Line Jake Welch Andreas Wiig Nic Sauve Pat Moore Stevie Bell
FORUM
BRAND PLAN
THE PROGRAM*
/1
The
Brand
contents.
2 Values
22 Brand Attributes
38 Essential Product
48 Retail
62 Movie
64 Team
66 Operations
68
2/
FORUM
BRAND PLAN
THE PROGRAM*
/3
4/
FORUM
BRAND PLAN
THE PROGRAM*
/5
Our Mission
FREESTYLE SNOWBOARDING IS OUR FOCUS. WHETHER WE’RE RIDING AN URBAN ROOF GAP, A HUGE PARK JUMP, OR A BACKCOUNTRY WEDGE; OUR SPECIFIC PURPOSE IS TO RAISE THE GAME.
6/
FORUM
BRAND PLAN
THE PROGRAM*
/7
Noble Pursuit
pushing yourself and your team to the next level.
8/
FORUM
BRAND PLAN
Vision Narrative
forum continues to set new expectations for what freestyle snowboarding is.
THE PROGRAM*
/9
10 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 11
Vision Narrative
OUR product and team ARE respected and sought after becaUSe of the clear focus and DIRECTION for the brand.
12 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 13
Vision Narrative
sticker test: forum brand stickers can be found on boards, bumpers, and helmets throughout the burton and snowboarding communitIES.
14 /
FORUM
BRAND PLAN
Vision Narrative
youngbloods: the best local riders from each region in north america and around the world ride forum.
THE PROGRAM*
/ 15
16 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 17
Position
Freestyle focus.
PREMIUM
(FEATURE RICH)
INVITE
INVENT
(LIFESTYLE)
(PERFORMANCE)
PRACTICAL
(BUDGET DRIVEN)
18 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 19
Core Market
YOUNGER RIDERS (UNDER 25), WHO ARE FOCUSED ON FREESTYLE. THEY HAVE A PERSPECTIVE & ARE EDUCATED ABOUT SNOWBOARDING & KNOW THAT THEY WANT TO BE ASSOCIATED WITH THE BRAND, TEAM, & PRODUCT— EVEN IF THEY’VE NEVER BEEN ON a BOARD BEFORE.
20 /
FORUM
BRAND PLAN
Unique Selling Proposition
SET NEW EXPECTATIONS FOR THE SPORT THROUGH GAME-CHANGING RIDING BY A HERO-LEVEL TEAM. THE FORUM MOVIES have ALWAYS SHOWN EACH MEMBER OF THE FAMILY PUSHING EACH OTHER TO RAISE THE GAME.
THE PROGRAM*
/ 21
22 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 23
24 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 25
Values
FREEDOM. Creativity and imagination.
26 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 27
Values
FUNNER. More fun than anyone else.
28 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 29
Values
TEAM. stands for team.
30 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 31
Values
HEROES. Do the impossible.
32 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 33
Values
Focus. Urban, park and freestyle. Urban
Freestyle Park
34 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 35
Values
PROVOCATIVE. Forum or against ‘em.
36 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 37
Values
iconoclastic. Destroyer of convention.
38 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 39
40 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 41
Brand Attributes
EVEN PRODUCT COMES AFTER TEAM IN THE HIERARCHY OF COMMUNICATION. THERE MUST BE AN EVEN STRONGER CORRELATION BETWEEN TEAM & PRODUCT.
42 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 43
Brand Attributes
WE MUST CONTINUE TO LEAD THE WAY WITH OUR MOVIES, BUT HOW WE DO THOSE MOVIES IS AN OPPORTUNITY FOR CHANGE & RENEWAL.
44 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 45
Brand Attributes
SIMPLICITY, CLARITY & FOCUS OF BENEFIT MUST BE THE HALLMARKS OF THE PRODUCT STORY— NOT OVERTECH, OR PRICE, BUT BENEFITS DRIVEN BY TEAM.
46 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 47
Brand Attributes
IS THE SIGNATURE OF THE BRAND— IT MUST BE RESERVED TO IDENTITFY the STYLE & creativity OF FORUM.
48 /
FORUM
BRAND PLAN
THE PROGRAM*
/ 49
50 /
FORUM
The
boards.
BRAND PLAN
THE PROGRAM*
/ 51
52 /
FORUM
BRAND PLAN
The
bINDINGS.
THE PROGRAM*
/ 53
54 /
FORUM
The
boots.
BRAND PLAN
THE PROGRAM*
/ 55
56 /
FORUM
BRAND PLAN
THE PROGRAM*
The
custom apparel.
/ 57
58 /
FORUM
BRAND PLAN
THE PROGRAM*
The
BASICS.
/ 59
60 /
FORUM
BRAND PLAN
THE PROGRAM*
Professional Snowboarding Product
PRIORITY 1. · Develop tech with clear, simple and direct rider benefit.
PRIORITY 2. · Continue to develop and progress our women’s story.
PRIORITY 3. · Develop complete glove story for 2014 that supports Special Blend and Foursquare.
/ 61
62 /
FORUM
BRAND PLAN
THE PROGRAM*
Retail
PRIORITY 1. 路 Develop fixture program for consistent hardgoods delivery.
PRIORITY 2. 路 Take ownership over online retail experience: both ours and our dealers.
PRIORITY 3. 路 Cross-merchandise: softgoods will energize hardgoods.
/ 63
64 /
FORUM
BRAND PLAN
Movie
PRIORITY 1. 路 Utilize movie promotion and energy to push product and sales.
PRIORITY 2. 路 Develop future movie delivery platform (app).
PRIORITY 3. 路 The movie is still the best opportunity for the team to be a team.
THE PROGRAM*
/ 65
66 /
FORUM
BRAND PLAN
THE PROGRAM*
Team
PRIORITY 1. 路 Inject team into product creation cycle.
PRIORITY 2. 路 Team communication must lead all other marketing.
PRIORITY 3. 路 World Premiere Movie Tour is our opportunity to connect the team with their fans.
/ 67
68 /
FORUM
BRAND PLAN
THE PROGRAM*
Operations
PRIORITY 1. 路 Implement new product creation cycle for 2014.
PRIORITY 2. 路 Clear 2012 inventory.
/ 69
70 /
FORUM
BRAND PLAN
Mantra
PROFESSIONAL SNOWBOARDING.
THE PROGRAM*
/ 71
FORUM BRAND PLAN Internal Use Only © 2011