GoPro Branding Strategy
→ Design Brief: Choose a brand that was once successful,
now losing market share and design products, services,
and business strategy to elevate the brand again.
→ Framing Question:
How can GoPro inspire people to celebrate an active lifestyle
and bring local communities together?
→ Project Timeline: 14 weeks
1 week: Trend/market research
1 week: SWOT, Brand and competition analysis
2 weeks: Consumer analysis
2 weeks: potential brand strategies
5 weeks: Design development
2 weeks: Consumer-specific brand development
1 week: Presentation and setup
Product 1: GoPro Vision
Product 2: GoPro Badge
RFID + GPS sticker. The Badge helps people to form communities, by creating clusters of like-minded individuals called hotspots.
Stickers are connected to a smartphone, The GoPro app then creates a visual representation of hotspots on a city map. More than 5 people with the same badge in an area will create a hotspot.
GoPro Heros can find hotspots (that consist of chat groups and meet up locations) within 5 major categories.
Example: If Mia is interested in playing volleyball at Venice beach, She can find a hotspot under the category of Recreational Sports. With the help of this hotspot, she can build connections and share her memories captured by GoPro Vision with other heroes in the area.
Why? / Problems
2. Failed to follow the innovation S-curve: After the first camera launch in 2002. GoPro has failed to introduce a new blue ocean innovation to jump over the S-Curve. Hence losing market share.
3. Cheaper alternative: GoPro action camera blue ocean quickly became red after their massive success in the late 2000s. Many Asian companies started producing similar cameras for a fraction of the cost.
Branding research ↓
Secondary research ↓
Action camera market size: $2.5 Billion
Wearable cameras market: $2.2 Billion
Insight 1: Wearable camera market is growing as fast as the action camera market.
40 Million teenagers in the United States
6.8 Million of them lack in-person interaction
Insight 2: The world is hyperconnected through social media but disconnected in terms of interpersonal relationships
4 million teens use a computing device for stress management.
60% of adults use outdoor recreational activity for stress management, which has a higher effective rate.
Insight 3: Outdoor recreational activities are and community interactions are very effective for stress management.
Capturing and sharing memories is a primal imperative. GoPro uses this philosophy to inspire individuals and bring communities together.