ThinkGeek Brand Manual

T H I N KG EEK brand man ual

Beh ld the ThinkGeek brand manual

Enclosed within these super-smart (and glossy) pages are the essentials for how we think of ourselves and how we want the market to see us.

The overriding theme is that we are an awesome team selling awesome products to awesome people.

This work included input from across the company and it lives to inspire us every day so that ThinkGeek may live long and prosper.

WHAT IS A

CHARACTERISTICS

A geek is anyone who turns their interests into passions and feels a connection to other enthusiastic fans.

Origin GERMANIC

ENGLISH

geck fool

DUTCH

gek

mad, silly

geek

late 19th cent.

The characteristics of characters

To create a world where everyone can embrace their inner geek, express their passions and connect with one another.

Vision DEFINITION

Our ambition

ROLE

The ‘North Star’ Guides the big bets; inspires TIME FRAME

Future-focused; long term CHARACTERISTICS

Clear Purpose-Driven Inspirational Ambitious Relevant

Mission DEFINITION

How we will achieve it ROLE

Answers 'What? Who? How?' Guides day to day decisions; inspires TIME FRAME

Present-focused; ongoing CHARACTERISTICS

Clear Purpose-Driven Inspirational What/Who/How Relevant

ThinkGeek celebrates the geek that exists in everyone. We are obsessed with creating and sharing the most unique and authentic product experiences with our fans – connecting them to their passions, stimulating their imagination, and fueling their geek core.

**Collectibles, Gaming, Comics **Products based on fantasy and

game-oriented licenses such as MineCraft and Game of Thrones

7% of Geeks **Ahead of the curve,

the insider reference

Uber Geek

CORE CUSTOMERS

Geek Sensibility

How we will achieve it

**Enjoy knowing what others don’t

**Discovering products, humor **ThinkGeek is for people like them

Qualities

Extremely passionate and motivated Those we interact with experience our brand in a variety of different ways through their unique intellectual drivers and emotional cues. The foundation of our brand has been developed to address each and every one of these considerations.

Behavior

Will share with others, to a point; but walk away when it

gets too mainstream Favorite Gadget

1. To discover new things

Google Glass

2. To share your own thoughts and impressions

Will Wright; John Romero

3. Because the site is entertaining and fun to visit

Muse

16% of Geeks

**Gadgets Collectibles, for travel Gaming, andComics adventure,

**Cartoon Collectibles, characters Gaming, onComics apparel

**Products based on fantasy and accessories, robotics

**Pop Products culture based novelty on fantasy items and

**New and cutting edgeofproducts MineCraft and Game Thrones

**Character-driven brands such as MineCraft and Game of Thrones

computer gear, mobile and PC

game-oriented licenses such as

game-oriented licenses such as Harry Potter and Hunger Games

**Adventure-oriented licensed products such as Game of Thrones and Walking Dead

20% of Geeks ****Ahead the curve, Stayingofcurrent and connected

Digerati Geek Geek Sensibility

Love their gadgets and gear Known for

Strong passions

**Outdoors enthusiast **Urgent and immediate – heavy Twitter use

Geek Sensibility

**Want to try the latest and see

Being entertained and having fun

**Chasing endorphins

Known for

the latest

Behavior

Samsung Galaxy Note 8 Muse

Steve Jobs

Sharing their passions Favorite Gadget

Most of my friends don’t really get me Favorite Gadget

Pop Geek

the insider reference **Feeling plugged in to pop culture **Enjoy knowing what don’t help to define **others Smartphones who they are **Discovering products, humor **Heavy Pinterest and **ThinkGeek is for people Instagram users like them

iPhone 5 1. To discover new things 2. To share your own thoughts 1. To new things anddiscover impressions

2. find things youiswant to buy 3. To Because the site entertaining andsee funthe to latest visit products 3. To

Muse

1. To see the latest products

Kate Beckinsale

2. To find things you want to buy 3. To discover new things 4. Because the site is entertaining and fun to visit 5. To have a good laugh

35% of Geeks

**Novelty Collectibles, for home Gaming, and Comics office

**Spy gadgets and gaming

**Off-beat ProductsCPU based accessories on fantasyand and

**Educational products

Spy Gadgets licenses such as game-oriented MineCraft and Game of Thrones **Video game-related products

22% of Geeks

**Sci-Fi and superheroes, particularly Spiderman

**Sci-Fi such as Star Wars, Star Trek, Doctor Who

**Ahead of the curve,

**Sci-Fi, Gaming,

the insider reference

Unlikely Geek Geek Sensibility

Still searching for their inner geek

****Enjoy knowing what Independent and skeptical – no others need todon’t be cutting edge

****Discovering products, humor Willing to spend for fun novelty **and ThinkGeek is for people them **like Enthusiastic about DIY, tinkering at the hobby shop

Gadgets

Utility Geek

**Super-heroes,

Geek Sensibility

**Mainstream activities

Known for

Ambivalent about technology but willing to engage to get things done

Lot of pieces: computers, sci-fi, math, science

Like the idea of geeky products as gifts

Muse

Dr. Gregory House

**Proven hits

Qualities

Favorite Gadget

PS3

especially Spiderman

Comparisons

1. To see the latest products

Less engaged in e-commerce than other segments

2. To find things you want to buy

Favorite Gadget

3. To discover new things

Dell Laptop

4. Because the site is entertaining and fun to visit

MythBusters

Muse

1. To see the latest products 2. To find things you want to buy 3. Because the site is entertaining and fun to visit

PASSION-DRIVEN PEOPLE

BRAND DNA Brand DNA refers to the signature strengths that drive our brand DNA elements span all aspects of our company’s existence: identity, values, motivations, behaviors and benefits. Within our brand DNA lay the seeds of our differentiation.

The characteristics of characters

CORE IDEA

?

EMOTIONAL BENEFITS

core emotion = connection

Feeling like I am on the cutting edge / feeling respected & valued for this; Feeling deeply connected to my passions & those like me; Feeling safe to express my 'inner geek' (geek ≠ dork)

FUNCTIONAL BENEFITS

I’m having fun while I stay ‘in the know’;

The stuff I buy gets me recognition & status among 'my people'

BRAND BENEFIT LADDERING The ThinkGeek brand fosters a deep connection from our functional attributes,

FUNCTIONAL PROOF

An ever-expanding, curated collection of uniquely

creative products connected to your favorite passions;

Hundreds of exclusive, trendsetting products developed by GeekLabs that you can’t find anywhere else;

A diverse team of people who 'get' your passion and don’t take themselves too seriously

to our functional benefits, to our emotional benefits, all the way to the core brand idea of connecting people and passions.

FUNCTIONAL NEEDS

Discovering the latest / surprising products that you didn’t know existed until now; Being entertained by the products and the persona of the brand; Buying from people who 'get it'

AT THINKGEEK, we believe that every person has a hidden power that is unleashed in the pursuit of their passions. there is magic in this, as it makes us feel alive and connected to what truly matters to us and to those who ‘get’ us.

it is with this inspiration that we defy the overlords to bring you the very best of what’s now and what’s next.

with an ever-expanding, curated collection of unique products, headlined by hundreds of mind-blowing inventions from our mad scientists at GeekLabs,

THINKGEEK INVITES YOU TO…

Positioning Line & Tagline

JOIN IN. GEEK OUT. part connection

part passion

totally awesome

BRAND MANIFESTO 1 2 3 4 5 6 7

WE BELIEVE

you should live long and prosper… and laugh.

WE BELIEVE

that pi doesn't end at 3.14.

WE BELIEVE

that it’s ok to have crushes on comic book characters.

WE BELIEVE

you never quit until you level up.

WE BELIEVE

"star wars or star trek" is a perfectly acceptable first date question.

WE BELIEVE

somebody else is totally into that too.

WE BELIEVE

that everyone is a superhero to someone.

8 9 10 11 12 13 14

WE BELIEVE

that you can "make it so".

WE BELIEVE

in doing unto others as R2-D2.

WE BELIEVE

telepathy is really cool but not reliable so we talk.

WE BELIEVE

every room should have a "ninja only" exit... in the ceiling.

WE BELIEVE

that we are not alone.

WE BELIEVE

life is more fun if you "dress the part".

WE BELIEVE

that humanity will colonize other worlds.