breckenridge: the real story. this is not a brand...... at least on its face not particularly...
TRANSCRIPT
This is not a Brand . . .
. . . at least on its face not particularly meaningful to the average cattle rustler.
The Real Story
The Real Story
The WE brand belongs to Wild Eddie, the meanest hombre in the territory, who shoots rustlers on sight.
This is relevant brand meaning to his target audience … cattle rustlers.
The Real Story4
A brand is like a bucket. It collects all that is known about the product or place – its values, heritage, personality, leadership, look, ambition, customer experience, size and pricing.
HeritageValues
Customer Experience
Personality
10% - Above the Water
Company Name
Company Logo
Advertising
90% below the Water
Customer Experience
Heritage
Personality
Culture
Employee Attitudes
Operational Competence
Success
Values
Brand Visibility
A Few Great Brands
The sum of:Who you are –
heritage, values.What you do – mission,
products.How you do it.–
process, attitude, personality.
Disneyland
•Fun•Safe•Wholesome•Entertaining•Family•Kids
Las Vegas
•Great times•Entertaining•Abandon•Exciting•Fun•Adults
Speaking of Destination Brands
Our Target Audience
• Primary: overnight destinationo Families with childreno Coupleso Middle to high incomeo Groups/meetings
• Secondary: front range day visitors
o Families with childreno Coupleso Middle to high incomeo Everyone else
Revenue drivers: lodging, retail sales & tax revenue
Brand Strength
Transcendent values – lifestyle, community.
Efficiency – economies of scale.
Customer guidance – seal of approval.
Pricing – adds value. Permission to forgive –
loyalty.
Our Branding Challenge12
To develop a brand meaning that reflects:1. the genuine assets of the community;2. leverages the brand strengths of the resort;3. establishes relevant differentiation from Vail Village,
Copper, Park City, Steamboat, Aspen and the other near-by competitors.
Things to Consider
Does the Breckenridge brand: Reflect who you really are? Resonate with your target
customer? Establish competitive
advantage? Leverage the Mountain brand?
What this is not:What this is not: What this is:What this is:
Scientifically projectable
Representative sample
Rip and read guidance
Directionally useful
Creative insights
Things to evaluate and consider
Qualitative Research: Directions to Consider
TeenagersTeenagers Parents Parents
Focus Group6 Boys 13-16 years
of age.All avid skiersAll skied
BreckenridgeAl stayed overnight
in Breckenridge
8 one-on-one interviews
Children under 18All avid skiersAll skied BreckenridgeAll stayed overnight in
Breckenridge6 CO destination
skiers within past three years
Qualitative ResearchWho We Talked To
TeenagersTeenagers Parents Parents
Varied Terrain Good layout – few
flat spots (boarders)Not crowded Good food Stuff to do
Simplicity of logistics Varied terrain Friendly peopleNot crowded Reasonable
amenities: ski check, food, in-out
Fair pricesEase of parking
The “Ideal” Mountain:Positive Attributes
TeenagersTeenagers Parents Parents
Good food Stuff to do Not too fancy Friendly“Real”
Value of lodging Variety restaurants,
shops Ease to get around Walking Close to slopes A town center/hub Ease of in and outOriginal, family oriented
The “Ideal” Town:Positive Attributes
WelcomingUnhurried Happy Informal International Variety
• Friendly
• Charming
• Original
• Quaint
• Real Town
• Soul
• Casual
The “Ideal” Town: Words Associated with
“Ideal”
Putting It Altogether
Identify/update Target Audience
Understand their “ideal”
Understand your Brand
Close the gap
Deepen/Broaden
Track changing “ideal”
To Prime the PumpBrand Activation Ideas
• Customer loyalty/referral programs -- Breckenridge Founders’ Club• Employee random acts of kindness• Social networking – Face book• Town for All Seasons • Summer stock theater• Colorado history lectures/nature walks• Winter carnival• Sponsor summer sports competitions
Lake TahoeBrand Activation Examples
Theme: Step into the Blue Naming of streets in S. Lake Tahoe “Out of the Blue” newsletter Blue color palette of web and advertising Photo images reflect blue water and sky
CaliforniaBrand Activation Examples
Theme: Find Yourself Here Based on living the California lifestyle Advertising portrays relax, California attitude…”work is fun” Compilation CD of California Music Uses CA celebrities enjoying California lifestyle Consumer/trade events focused on California Food & Wine
San DiegoBrand Activation Examples
Theme: Happy Happens Based on sunshine equals happiness Orange and yellow color palette Images of smiles, joy, flowers, sunshine Happy holiday lodging packages