Breckenridge: The Real Story

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

For the best brands the sum of its attributes equals . . .

trust.

Ideally . . .

Staying Focused

Don’t confuse what we want with what they want.

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

Robert M. SmithMay 19, 2009