Brand Architecture Imperatives

*SPOT- Satellite Personal Outdoor Tracker*

  1. Brand Product/Service (differentiation)
  2. “The World’s First Satellite Messenger”
  3. Brand Vision
  4. Helps the user to pursue – with greater confidence – those activities about which you are most passionate
  5. Brand Reference (values)
  6. Enabler; Confident; Prepared; Clear-headed; More in Control which equates to greater capability; More Confident which equates to less worry; Smart
  7. Brand Positioning
  8. Because the product can save your life, SPOT provides Peace of Mind for you and the ones who care about you
  9. Brand Target
  10. Main: Adventurer, Outdoor Enthusiast
  11. Sub: Disaster Preparedness – the emergency reality realist
  12. Mother Nature Happens!!!
  13. Safety conscious individuals
  14. Brand Name
  15. SPOT, Inc
  16. Brand Identity
  17. Lifestyle Safety Brand: SPOT will be identified as a Lifestyle Safety Brand
  18. Future products under the SPOT name will have same identityunless a different niche opportunity requires separate and distinct identity
  19. Brand Promise
  20. “Live to Tell About It”
  21. Brand Character (defined as moral and ethical strength)
  22. Spot is a brand that cares about protecting people
  23. SPOT provides safe and responsible access to the environment
  24. SPOT is smart and simple
  25. Spot is never careless
  26. Brand Personality (defined as distinguishing qualities and characteristics)
  27. Guardian; Intrepid; Adventurer (outdoor enthusiast only); Rugged; Take-Charge Leadership; Outgoing
  28. Brand Experience
  29. “Peace of Mind”
  30. Brand Emotion
  31. Self-confidence; freedom; pride; helping you exceed your personal expectations so that you can confidently do your best
  32. Brand Quality
  33. Rugged; dependable;
  34. Always there for you;
  35. State of the art technology;
  36. Leading edge simplicity
  1. Brand Packaging
  2. Color (orange) and words convey rescue, emergency, urgency, safety
  1. Brand Distribution
  2. Be in those places our most lucrative and passionate targets shop and where the most loyal and profitable base can be built:
  3. Brick and Mortar Retailers: Appropriate retailers such as Cabella’s that cater to the knowledgeable outdoor enthusiasts and adventurers as well as contribute to the image and positioning SPOT wishes to convey
  4. On-line: for outdoor enthusiasts and adventure shoppers who research products and who also desire the convenience provided by on-line shopping
  5. Safety Preparedness Organizations: either private or government
  6. Brand Pricing
  7. High Value Strategy –High Quality/Medium Priced
  8. High Quality: Market leader in function and quality
  9. Medium Price: Lower cost relative to competition
  10. Initial strong market penetration strategy to develop base
  11. Brand Associations
  12. Google, GEOS
  13. Celebrity tie-ins and endorsements
  14. Program tie-ins
  15. Private and Public Organizations with like interests
  16. Brand Credentials
  17. The Simplex Satellite system: The most dependable, one way satellite system. This allows SPOT to provide and deliver to users the most reliable and consistent emergency message delivery with GPS supported accuracy
  18. Globalstar: Parent company credentials can be used as these evolve

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