Doohee Chang, Chen-Chen

Ho, Faith Ekudu, Lauren

Jacob, Mandi Lu, Marie

Nicolini, & Mike O’Brien

Founded in 1977, by snowboarding enthusiast Jake Burton

Most Influential in transitioning snowboarding from backyard hobby to world class sport

“Snowboarding is a culture, and Burton invented that culture”

Burton remains the international market leader in snowboards and related gear

Punk Rock Movement

Surfing on the Snow

Rider

Expression

Adventur

e

Indiv

idu

al

Endurance

Cutting Edge

TechnologyContemporary Designs

http://journey.wsj.com/index.html?journey=burton

SolutionFrom the beginning…

1982New Opportunities

Donna Carpenter

1992Past Decade

• Jake Burton• Burton Employees• Core Promise• Innovation

• Snowboarders

•AVAILABILITY•AFFORDABILITY•UP-TO-DATE STYLES

Points of Parity

Points of Diff erence•Everything snowboarding•This is a lifestyle•Technology•Gear•Series 13

Just Snowboarding.

.

Just

You. Just Ride.

http://www.youtube.com/watch?v=CbNBHDKkHJA

Introductory announcements Contemporary executions

PUBLIC MESSAGES

Distribution Strategies

• Flagship Stores • Local Retailers• Burton Online Stores

2002 & 2006 Olympic Sponsor

Whatever Burton Makes and Sells Carries Burton’s Culture

Burton’s product Lines characterizes the brand:18-year-old boy and wannabe

“A very important factor to this crew is that what they are riding and wearing is something their parents would never be caught dead in,”

THE BURTON FAMILYTHE BURTON FAMILYExtending the

BrandExtending the

Brand

Based on Burton’s apparent brand balance (familiarity meets appeal)

within its respective industry, should the brand consider

extending into the ski industry?

Why?

If yes, how?

Ø DETERIORATION OF THE BRAND IMAGE

Ø LOGICAL PRODUCT EXTENSION… NOT

LOGICAL POSITIONING EXTENSION

Ø BURTON WILL/SHOULD NEVER

PRODUCE SKIS!

Reflections with Matt Lewis,Softgoods Innovation Manager, Burton (Burlington, Vt.)

Over the years, there has been a constant focus on GEAR, TECH and TEAM

Ubiquitous industry presence, everywhere it needs to be … Transworld Mag., online, resorts, rider sponsorships, secondary magazines (Maxim, Playboy)

Successful Mix of Product and Presence :Performance/FunctionalityMaterialsQualityAestheticPrice

THANK YOU

All pictures courtesy of Burton website