founded in 1989 by Gary Burnell and Min Kao

garmin is a product and software company

with a focus on professional grade GPS systems

and around 9,000 employees globally

based out of Lenexa, Kansas

current brand

mission statement “to be an enduring company by creating superior products for automotive, aviation, marine, outdoor, and sports that are an essential part of our customers’ lives.”

vision “we will be the global leader in every market we serve, and our products will be sought after for their compelling design, superior quality, and best value.”

they have many different product catering to many different markets determined on entering into every market

catchphrase “you’ll be lost without it”

attributes “the foundation of our culture is honesty, integrity, and respect for associates, customers, and business partners. each associate is fully committed to serving customers and fellow associates through outstanding performance and accomplishing what we say we will do.

the culture of the company forms the base layer of the company.

catchphrase “you’ll be lost without it”

attributes honesty free of deceit and untruthfulness; sincere.

catchphrase “you’ll be lost without it”

attributes integrity 1. the quality of being honest and having strong moral principles; moral uprightness. 2. the state of being whole and undivided.

catchphrase “you’ll be lost without it”

attributes respect a feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements.

brand essence active

off the beaten path adventures / leave the comfort of home behind. aggressive exploration.

brand elements

logo

Open Sans Bold, Open Sans Regular Helvetica Neue Regular Helvetica Neue Lite

type

catchphrase “you’ll be lost without it

The logo contains a “pointer,” which symbolizes a sense of direction and the search for adventure their consumers strive for The typeface is bold and sturdy, which speaks to the reliability of the company’s products

website

shopping, product info, support forums.

mini sites

minisites for products

on the road

Nuvi line = road navigation rearview cameras dash cams

on the go

viago = mobile gps app HUD+ = gps projection action cam = go pro !

on the field

Approach S6 = golf GPS multiple running and health watches Edge 1000 = biking gps numerous health watches… !

on the water

? ? ?

newest market expansion

in the air

G3X Touch = tactical watch GTN Touchscreen = helicopters GPSMAP® 64st = hiking / camping gps !

target audience

jay

25 years old male

works as a bartender and as an uber driver in his spare time

prefers wearing a helmet over a hat

loves taking chances

spends a lot of time where there is no cell phone service

!

sarah34 years old female

business minded mother

active participant in her children’s lives

wakes up at 5am every morning to run

frequently participates in marathons

!

ernie62 years old male

retired

spends every saturday on the lake… and every sunday on the course

believes in having a fair advantage

!

!

competition

competitors

!

competitor products

!

problems

not future facing

vs

too spread out

too many products there is no focus harder to keep products / ui updated not unique

proposed updated

mission statement “to create customer focused products for automotive, aviation, marine, outdoor, and sports products that are cutting edge, refined, and irreplaceable.”

vision “we will be the global leader in every market we serve, and our products will be sought after for their compelling design, superior quality, and focused usability.”

vision : add in focused usability to combat the diluted nature of their products.

catchphrase “explore”

attributes exploration, adventure, durability, integrity

catchphrase “explore”

attributes exploration 1. the action of traveling in or through an unfamiliar area in order to learn about it. 2. thorough analysis of a subject or theme.

catchphrase “explore”

attributes adventure engage in hazardous and exciting activity, especially the exploration of unknown territory.

catchphrase “explore”

attributes durable able to withstand wear, pressure, or damage; hard-wearing.

catchphrase “explore”

attributes integrity 1. the quality of being honest and having strong moral principles; moral uprightness. 2. the state of being whole and undivided.

catchphrase “explore”

attributes innovative featuring new methods; advanced and original.

target audience

sarah erniejay

Jay, 25 year old bartender Sarah, 34 year old active mom Ernie, 62 year old retired golfer

brand essence exploration

exploration that takes you out of your comfort zone, but also focuses on the deep breath at the top.

inspiration

waze_ allows you to report hazards, police traps, accidents, etc sygic_ offline gps

competitors

add in Apple, Google / Android

competitor products

more collaboration wider wearable audience

competitor products

more collaboration wider wearable audience

objective align the garmin brand with the mission statement, vision, and keywords while also giving the brand more focus and making them more aligned with industry standards and beyond.

explore. more.