Orion Shelters Creater’s of Shift Pods ERIC ZHOU OCAD UNIVERSITY 3160972@STUDENT.OCADU.CA
SRATEGIC BRANDING : INSTITUTION FREDERICK JON BURBACH GDES-300 (WINTER 2020)
CONTENTS CLIENT ANALYSIS
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CONSUMER ANALYSIS
05 - 06
COMPETITION ANLYSIS
07
CULTURAL NICHE
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S.W.O.T ANALYSIS
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WORDS THAT ALIGN WITH THE BRAND
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BRAND CORE
11
BRAND UNIQUENESS
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BRAND ESSENCE/DNA
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BRAND PERSONA
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BRAND ENVISONES FUTURE
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BRAND NAMING
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BRAND SLOGAN
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BRAND IS NOT
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BRAND ASSOCIATION AND DRIVERS
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PESTEL ANALYSIS
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CITATIONS
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CLIENT ANALYSIS Christian Weber is the founder of Orion Shelters (OS) and inventor of Shift Pod, a high-tech tent for extreme climates. He first developed this tent for the environmental conditions participants face at Burning Man. “ Burning Man is not a festival but a community. A temporary city. A global cultural movement based on 10 practical principles.” [1]
10 Practical principles 1. Radical inclusion 2. Gifting 3. Decommodification 4. Radical Self-reliance 5. Radical Self-expression 6. Communal Effort 7. Civic Responsibility 8. Leaving No Trace 9. Participation 10. Immediacy Orion Shelter’s goal is to inspire these 10 practical principles through the use of Shift Pods and the charity SHELTERCOIN. According to the Burning Man Event website page, Burning Man is an annual event wheref “tens of thousands of people gather in Nevada’s Black Rock Desert to create Black Rock City, a temporary metropolis dedicated to community, art, self-expression, and self-reliance. In this crucible of creativity, all are welcome.” OS was inspired by the creation of the ideas of Burning Man. OS knows that shelter is an essential human need but wants to push the boundary of comfortable resilient shelters! As a result of the advancements in technology and innovations, OS has developed a solution to provide end-users a shelter that is adaptable to any situation and environment. OS believes in helping people to the best of its ability. Shift Pods not only provide great temporary shelter solutions, but also enable adventurers to explore in harsher climates and enriching their lives. This can be applied in both developed and undeveloped countries that are in need of temporary shelter alternatives due to natural disasters.
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CONSUMER ANALYSIS Festival Goers : The primary end users Psychographics
Demographics
Social class
Occupation
High middle - luxury class
Medium High - High paying jobs (example, youtubers, voglers, programmers, engineers, ect)
Lifestyles Varied Personality Adventurous, Discovering, Rebellious, Active, Activist
Group category Young working professionals in varied areas of work Age 25 - 35 Income 50,000 + income Gender Male and Female Location Developed countries
Key characteristics
Self discovering
Young at heart
Rebellious
Comfortable
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CONSUMER ANALYSIS The Glamper : The secondary end users Psychographics
Demographics
Social class
Occupation
Middle - high
Medium high paying jobs
Lifestyles
Group category
Outdoors peoples, family life
Coupled, friend getaways
Personality
Age
Outgoing, easy going, brave, tech savvy
24 - 39 Income 45,000 + income Gender Male and Female Location Developed countries
Key characteristics
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Like the outdoors
Resourceful
Nature
Tech incorporation
COMPETITION ANALYSIS MSR About
• Over 50 years + of experience • Producer of camping hiking and mountaineering equipment • Designed for a wide range of outdoor enthusiasts gear from novice to expert
BIG ANGES About
• 20 years + of experience • Producer of camping gears, specialization sleeping bags and tents • Has the same appreciation for camping, from in the field
Explanation Orion Shetlers is breaking into the portable, durable, and reliable outdoor shelter market. They are competing with companies producing and selling outdoor equipment, specifically tents and shelters. Mountain Safety Research (MSR) and Big Agnes are two big contenders for Orion Shetlers due to their experience in the field of camping and tent products.These two companies also have established brand names and customer loyalty.
Other notable competitors • Arc’teryx • Black Diamond • DMM • EXPED
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CULTURE NICHE The Orion Shelters cultural context is inspired by the 10 practical principles of the Burning Man festival: 1. Radical inclusion 2. Gifting 3. Decommodification 4. Radical Self-reliance 5. Radical Self-expression 6. Communal Effort 7. Civic Responsibility 8. Leaving No Trace 9. Participation 10. Immediacy
About The cultural context focuses on activism, social improvement, and humanitarian aids. People in this cultural niche are looking to satisfy their humanitarian beliefs by buying products for social enterprises. Hoping to better the world on both a physical and spiritual level.
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CLIENT’S S.W.O.T ANALYSIS Strengths
Weaknesses
• First high tech tents • Developed specifically for • Extreme environments • Little skill to operate • 15 minutes set-up • No loose parts and pieces • Futuristic aesthetic • New to the market • Long lasting / durable • Reliable • Unique
• Expensive • Not the first tent • Not well known • New to the market • No established • Brand loyalty • Becoming mainstream • Weight • Size when disassembled
Opportunities
Threats
• New to market • New take on the tent • The ultimate tent • The future • Simple design
• Cheaper alternative • Temporary homes/tents • Not well known
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LIST OF WORDS THAT ALIGN WITH THE BRAND
10
Nouns
Verbs
Adjectives
• Shelter • Tent • Camp • Environment • Weather • Housing • Gear • Equipment • Refuge • Mountain • Nature • Technology • Protection • Elements • Perseverance
• Living • Exploring • Adventuring • Discovering • Protecting • Experiencing • Persevering • Sheltering
• Stylish • Innovative • Unique • New • Futuristic • Probable • Durable
BRAND CORE Purpose
Passion
OS knows that shelter is an essential human need but wants to push the boundary of comfortable resilient shelters! As a result of the advancements in technology and innovations, OS has developed a solution to provide end-users a shelter that is adaptable to any situation and environment.
OS believes in helping people to the best of its ability. Shift Pods not only provide great temporary shelter solutions, but also enable adventurers to explore in harsher climates and enriching their lives. This can be applied in both developed and undeveloped countries that are in need of temporary shelter alternatives due to natural disasters.
Values To Discover, Live, Shelter, Help, Deliver, Sustain To be Charitable, Good Willed, Helping, Exploring, Aware
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BRAND UNIQUENESS After more than 20 years of trying out different camping methods at Burning Man, Christian Weber, the founder of Orion Shelters, had a vision of a better camping experience. He set out to make the first Shift Pod that was a major success. It was the dream tent of the Festival Goers. As the Shift Pod was able to beat the harsh conditions of the Burning Man festival, Christian Weber had a second thought, he wanted to make more of a difference for people in need of immediate housing. Since the design is suited to be used in extreme climates, it can also be used as temporary shelter for those who have lost their homes in natural disasters. Realizing this, Weber created two initiatives to help deliver Shift Pods to those in need. The SHELTERCOIN foundation is a digital currency that is saved for immediate natural disaster aid. In addition, for every 20 Shift Pods purchased, one will be donated to a family in need.
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BRAND ESSENCE/DNA Reliability
Trustworth
Goodwill
Charitable
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BRAND PERSONA OS is about..... • Ready to enjoys the outdoors • Reliable/trustworthy • High quality equipment • Have defined personal style (rebellious) • Don’t want to be limited by traditional housing • Living life to fullest • Interested in comfortable living on the road • Helping others
BRAND ENVISIONED FUTURE OS is setting out to..... be the leading provider in innovative, weather-resistance shelter-ware. To provide a solution for those who are in need of immediate housing. To play a major role in providing humanitarian aid organization with high-quality and industrialized shelter-ware for emergency situations.
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BRAND NAMING
Orion Shelters Orion is a star constellation shrouded in Greek mythology. A talented hunter boasted about how he could rid the Earth of wild animals and challenges the beliefs of Gaia herself. Both the character Orion and the Shift Pods are resilient to nature’s wrath, capable, and reliable of dealing with any situation nature throws their way. There is also a nice coordination between how the constellation is associated with the sky, also known as the ozone layer. The ozone layer shelters us from the harms of space itself just like the Shift Pods protect users from harsh weather conditions. Therefore the name Orion fits with the brand identity.
Shelter is essential to survival as it protects us from the outside dangers and elements. Greate shelters lead to great communities, which lead to thriving civilizations. Therefore the word Shelters.
Other considerations Titian’s refuge Protection Tech Shelter Tech Element shield Force shield
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BRAND SLOGAN
Orion Shelters
Go Anywhere. Stay Anywhere. 16
THE BRAND IS NOT Poor quality
Fragile
Vintage
Selfish
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ASSOCIATIONS AND DRIVERS OS make you think about ..... Future
Care
Camping
Unique
Protection
Natural disasters New Shelter
Nature
Outdoors Population displacement High-tech Advancement
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NASA
Space
Terraforming
PESTEL ANALYSIS Political
Orion Shelters need to partner with humanitarian aid organizations to help displaced populations. Furthering their role as the main provider of shelterware for the people in need
Social
People suffering from unfortunate events are able to recover more comfortably and effectively. This will affect the camping industry by initiating change on a social level due to Shift Pods ability to provide the comfortably while retaining resilience to outside forces.
Technological
Due to the advancement of technologies, shelter-ware and camping gear are forever advancing. Orion Shelters could be the new driver to redefine shelter-ware.
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CITATIONS [1]https://burningman.org/event/ https://www.fastcompany.com/40448192/how-a-burning-man-camp-projectbecame-a-multimillion-dollar-business https://www.bigagnes.com/our-story https://www.msrgear.com/ca/msr-our-history.html https://www.forbes.com/sites/monicahoughton/2018/04/16/why-camping-isrising-in-popularity-especially-among-millennials/#6539419d16c0 https://koa.com/content/pdf/2019-koa-north-american-glamping-report.pdf http://brccensus.2018.popanalysis.s3-website-us-west-1.amazonaws.com/ sociodemo.html#e https://shiftpod.com/shiftpod/about-us
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