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 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
What?
GoPro is losing market share. This project showcases strategies that can help GoPro recapture the market and gain brand loyalty.
Product 1: GoPro Vision
A POV camera built into a sunglass. To share and relive crucial memories.
GoPro vision can be personalized by selecting different shapes, colors, and a prescription for the lenses.
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
1. Bailing the Blue ocean strategy: GoPro was very close to declaring bankruptcy in early 2018.
GoPro was the first company to market with a compact “action” camera. It was the first camera to be waterproof, have multiple mounting solutions, durability promise, lightweight and portable. Clearly a "Blue ocean strategy"
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 ↓
Macro trends
Secondary research to understand past, future trends and the opportunities that arise from them.
Target consumer
Out of all the consumer archetypes, the most relevant GoPro target consumers are Early majority and late majority groups.
Consumer archetypes
All identified GoPro consumer archetypes
2.5% Innovators = Technology enthusiasts
13.5% Early Adaptor = Adventure junkies
34% Early majority = Vivid explorers
34% Late majority = Everyday workforce
16% Laggards = Insouciant professionals
Competition analysis
GoPro was the first company to introduce action cameras. But the Blue Ocean is now filled with competition.
SWOT analysis
Analyzing Strengths, weaknesses, opportunities for GoPro, and threats from its competition.
Brand Strength:
→ First movers advantage
→ Brand name – Strong following
→ Quality product
→ Event and athlete sponsorship
→ Accessories and mounting solutions
→ Mobile support and applications
Brand Weakness:
→ High price point
→ Too focused on sports
→ Niche audience
→ No storefronts
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.
Value Proposition
Capturing and sharing memories is a primal imperative. GoPro uses this philosophy to inspire individuals and bring communities together.
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 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
What?
GoPro is losing market share. This project showcases strategies that can help GoPro recapture the market and gain brand loyalty.
Product 1: GoPro Vision
A POV camera built into a sunglass. To share and relive crucial memories.
GoPro vision can be personalized by selecting different shapes, colors, and a prescription for the lenses.
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
1. Bailing the Blue ocean strategy: GoPro was very close to declaring bankruptcy in early 2018.
GoPro was the first company to market with a compact “action” camera. It was the first camera to be waterproof, have multiple mounting solutions, durability promise, lightweight and portable. Clearly a "Blue ocean strategy"
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 ↓
Macro trends
Secondary research to understand past, future trends and the opportunities that arise from them.
Target consumer
Out of all the consumer archetypes, the most relevant GoPro target consumers are Early majority and late majority groups.
Consumer archetypes
All identified GoPro consumer archetypes
2.5% Innovators = Technology enthusiasts
13.5% Early Adaptor = Adventure junkies
34% Early majority = Vivid explorers
34% Late majority = Everyday workforce
16% Laggards = Insouciant professionals
Competition analysis
GoPro was the first company to introduce action cameras. But the Blue Ocean is now filled with competition.
SWOT analysis
Analyzing Strengths, weaknesses, opportunities for GoPro, and threats from its competition.
Brand Strength:
→ First movers advantage
→ Brand name – Strong following
→ Quality product
→ Event and athlete sponsorship
→ Accessories and mounting solutions
→ Mobile support and applications
Brand Weakness:
→ High price point
→ Too focused on sports
→ Niche audience
→ No storefronts
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.
Value Proposition
Capturing and sharing memories is a primal imperative. GoPro uses this philosophy to inspire individuals and bring communities together.
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