2. BRAND
WHAT DO GOPRO DO?

3. BRAND
WHAT DO GOPRO DO?

4. BRAND
hoW?
2002
Nick woodman struggled
to capture his surfing trip
with a regular camera
so he came up with the
idea to create a decent
wearable camera.

5. BRAND
HOW?
2002 2003
NIC Nick sold belts with seashells glued on
CO K W out of his VW van to build up the money
UP MES OOD
WI MA in order to get his idea off the ground.
TH N
TH
EI
DE
A

6. BRAND
HOW?
2002 2003 2004
NIC NIC GoPro sold their first camera in
CO K W OU K R
UP MES OOD FU T OF AISE 2004. A 35mm film video camera.
WI MA NG H D
TH N OP IS V MO
TH RO AN NE
EI
DE TO Y
A

7. BRAND
HOW?
2002 2003 2004 2012
NIC NIC GO GO
CO K W OU K R FIRPRO TH PRO
UP MES OOD FU T OF AISE ST SE EIR RE
WI MA NG H D CA LL 6T LEA
TH N OP IS V MO ME TH HC S
TH RO AN NE RA EIR AM E
EI
DE TO Y ER
A
A

8. Brand values Tone of voice positioning
Empowering Practical
Enthusiastic
Epic Does things
improving YOLO others can’t

9. TARGET MARKET
THRILLSEEKERS
GADGET FANS
FILMMAKERS

10. TARGET MARKET
THRILLSEEKERS
Brett, 35, Male
In between jobs, surfer
Characteristics: Loves travelling, loves
to meet new people, easy going, says
‘radical’
Goals: Wants to share his awesome
videos on the internet, attract companies
in hope of being sponsored.

11. TARGET MARKET
FILMMAKERS
Leanne, 24, Female
Works for local film company, making videos
for local companies.
Characteristics: Not outgoing, loves films
and documentaries, spends lots of time on
the internet looking for new independent
movie productions
Goals: Wants to give her films that little
creative extra

12. TARGET MARKET
GADGET FANS
Graham, 53, Male
Software Specialist
Characteristics: Calm, into gadgets,
loves classic cars, doesn’t do any sports
Goals: Wants to show car videos and
memories to family and friends. Likes the
difference and innovation of the product.

13. THRILLSEEKERS ONLY
NO NORMAL PEOPLE

14. EVERYONE
WELCOME

15. BIGGEST THING EVER DONE
WITH A CAMERA?

17. idea

18. idea

19. idea
HOW?

20. idea
+ +

21. idea

23. app

24. WEBSITE

25. WHY?

26. WHY?

27. WHY?

28. WHY?

29. DANKE
S
G J
V